How we collect, use and protect personal data on the Pitot Index®.
DRAFT V1.0 · 24 SEP 2026 · PENDING COUNSEL REVIEW
This notice explains what personal data Pitot Group Ltd collects through pitotindex.com, why, who we share it with, how long we keep it, and the rights you have. We collect as little as we can: the Pitot Index measures brands, not people.
1.1 Pitot Group Ltd is the controller of the personal data described here. Company number 17281727, registered in England and Wales. Registered office: C/O The Accountancy Partnership, Suite 5, 5th Floor, City Reach, 5 Greenwich View Place, London E14 9NN.
1.2 Contact for anything in this notice: [email protected]. ICO registration number: ZC257472.
| When | What we collect | Why | Lawful basis |
|---|---|---|---|
| You browse the site | Your IP address and basic request data (browser, time, page), processed by our host, Cloudflare, to deliver and protect the site. We run no advertising or tracking tools and set no marketing cookies. | To serve the site securely and stop abuse | Legitimate interests |
| You order a Pulse or a report | Your name, work email, organisation, billing address, VAT number if you give one, what you ordered and the answers you give about your brand. Card details go straight to Stripe; we never see them. | To take payment, deliver your order, answer questions about it and keep accounting records | Contract; legal obligation (tax and accounting) |
| You become a customer | Your name, email address, organisation and your latest order number, kept on our customer list. | To run your account and send you messages about your orders and subscription. You receive no marketing email unless you ask for it (see the next rows). | Contract; legitimate interests |
| You tick “email me when new readings and reports are published” at checkout | The same as signing up for email updates, plus the order it came with. | To send you new Pitot Index readings and reports, and to prove you agreed. The box is optional and never ticked for you. | Consent, which you can withdraw at any time |
| You sign up for email updates | Your email address, the date and time you asked and confirmed, the page you signed up on, your country (from Cloudflare) and the exact wording you agreed to. | To send you new Pitot Index readings and reports, and to prove you agreed | Consent, which you can withdraw at any time |
| You ask to be told when Pulse opens (“Notify me”) | Your email address, the date and time you asked and confirmed, the page you signed up on, your country (from Cloudflare) and the exact wording you agreed to. | To email you when Pulse opens for orders, and to prove you agreed. It is kept apart from the email-updates list. | Consent, which you can withdraw at any time |
| You email us | Your email address and what you write. | To reply to you | Legitimate interests |
2.1 What we do not send to AI systems. A Pulse examines your brand by putting fixed questions to AI systems. Those questions carry your brand name, category, positioning, other names and competitors. They never carry your name, your email address, your organisation's contact details or your website.
2.2 What we do not keep in the Pulse record. Every Pulse result is sealed in a write-once archive so it can be recalled and checked later. That archive holds the brand answers and the results only. Your name and email are never stored in it; they stay with Stripe.
3.1 We do not sell personal data, and we do not share it for advertising. We use these service providers, who act on our instructions:
3.2 We may also disclose personal data where the law requires it, or to protect our rights.
4.1 Some of these providers process data outside the UK, including in the United States. Where they do, the transfer is covered by UK adequacy regulations (including the UK–US data bridge) or by the UK International Data Transfer Agreement or Addendum.
| Data | How long |
|---|---|
| Orders, invoices and payment records | Six years after the end of the financial year they belong to, as UK tax law requires |
| Email-updates list | Until you unsubscribe. We then keep your address on a suppression list so we never email you again, and keep the record of your consent for two years |
| Correspondence | Up to two years after our last exchange, longer if it concerns an order |
| Request data processed by Cloudflare | For the short periods Cloudflare sets for security and performance |
6.1 The site sets no advertising or analytics cookies. It stores one setting in your browser, your choice of day or night view, which never leaves your device. Cloudflare may set a strictly necessary security cookie to tell people from bots. When you pay, Stripe's checkout page sets its own cookies under Stripe's policy.
7.1 You can ask us to give you a copy of your personal data, correct it, delete it, restrict or object to how we use it, or send it to you or another organisation in a portable form. Where we rely on your consent, you can withdraw it at any time; every email update carries a one-click unsubscribe link.
7.2 Write to [email protected]. We will answer within one month. Some rights have limits: for example, we must keep accounting records for as long as the law requires.
7.3 If you are unhappy with how we handle your data, please tell us first. You can also complain to the Information Commissioner's Office at ico.org.uk or on 0303 123 1113.
8.1 Every page and form is served over encrypted connections. Payment details are handled only by Stripe. Access to order and subscriber data is limited to the people who need it to deliver your order.
9.1 The Pitot Index and Pulse are business services. They are not intended for anyone under 18, and we do not knowingly collect children's data.
10.1 If we change how we use personal data, we will update this page and the date at the top. If a change affects you materially, we will tell you by email where we can.
