Privacy Policy

GfK NORM AB, 556626-2290, Hälsingegatan 49, 113 31 Stockholm, Sweden (“NORM”, “we” or “us”), cares about protecting the privacy of our users. Therefore, we have set out this privacy policy (the “Privacy Policy”) which describes how we collect, use, disclose, transfer and retain information, including your personal data, when accessing or using our website (the “Website”).

Personal data is defined under the Swedish Personal Data Act (1998:204) as all kinds of information that directly or indirectly may be refer to a natural person who is alive (the “Personal Data”). NORM is the controller of your Personal Data processed under this Privacy Policy pursuant to the Personal Data Act.

In this Privacy Policy, we will notify you of the following:

  1. What Personal Data is collected from you through the Web Site, how it is used and with whom it may be shared.
  2. What choices are available to you regarding the use of your Personal Data.
  3. The security procedures in place to protect the misuse of your Personal Data.
  4. How you can correct any inaccuracies in the Personal Data.

By accessing and using the Website, you acknowledge and accept the terms and conditions of this Privacy Policy and also give your express consent to the processing of your Personal Data as outlined below.

Information Collection, Use, and Sharing

We collect the following Personal Data in the following situations:

  • We collect your first and last name, e-mail address and other contact information, when you contact us and voluntarily provide us with Personal Data; and
  • We automatically collect certain information, including information on how you use the Website, such as (i) details of queries you make on the Website, and (ii) technical information, including e.g. the visited URLs, your IP-address, browser type and version, and operating system, when you use the Website. We also use cookies on our Website to collect this information, please refer to the information concerning cookies below.

If you participate in surveys or similar activities organized by NORM (or third parties on our behalf), we may collect additional information than what is stated in this Privacy Policy. This additional information may be combined with e.g. information you have provided when you signed up for an account or otherwise provided as a result of your usage of the Website. We will provide further information in this regard in connection with such survey or activity.

We may also supplement the information that you have provided with information from various public records.

We may use the collected information, including your Personal Data, in order to give you access to the Website, in order to manage the Website, to ensure that the Website operates properly and to develop and improve our Website. We may also use your Personal Data in order to fulfil our contractual obligations. Furthermore, we may use the information in order to communicate with you regarding our Website, for direct marketing purposes and for other purposes set out in this Privacy Policy.

Moreover, we may process your Personal Data if it is necessary in order to: (a) comply with applicable law and regulations and lawful regulatory requests or relevant orders from competent courts; (b) protect and defend our rights, our property or our interests; or (c) protect our users and customers.


Cookies are small data files that a website you visit may save on your computer or handheld device that usually includes an anonymous unique identifier. Our Websites may use cookies for user authentication, keeping track of your preferences, promotional campaigns, tracking our audience size and traffic patterns, and in certain other cases. We may include small graphic images in our email messages and newsletters to determine whether the messages were opened and the links were viewed.

Specifically, NORM uses the following cookies for the following purposes:

Cookie Type Cookie Name Purpose(s)
Statistics __utma
We use these cookies to measure how the Website works and is used, and to collect visitor statistics in order to continuously improve and develop our Website. For this purpose we use Google Analytics. The information generated through your use of the Website may thus be transmitted to Google’s servers which may be located in a third country (e.g. in the United States). Google may also transfer this information to third parties where required by law, or where such third parties process the information on Google’s behalf. See Google’s Privacy Policy


Third-party advertisers may also create and access cookies, which will be subject to their privacy policies – we accept no responsibility or liability for the use of such third parties’ cookies.

By visiting our Website, you expressly give your consent to our use of cookies for the purposes described above. If you do not wish cookies to be placed on your PC or handheld device, then they can be disabled in your web browser. The option to do so is normally found in your browser’s “security settings” section. Please note that permanently disabling cookies in your browser may hinder your use of our Websites as well as other websites and interactive services.

Click here to opt-out of Google Analytics.


We take precautions to protect your information, and take appropriate technical and organizational security measures in accordance with the provisions of the Personal Data Act in order to protect your Personal Data against loss, theft, unauthorized access to or processing of your Personal Data as well as against accidental destruction, loss, alteration and disclosure of your Personal Data.

When you submit sensitive information via the website, your information is protected both online and offline.

Whenever we collect sensitive information (such as credit card data), such information is encrypted and transmitted to us in a secure way. You can verify this by looking for a closed lock icon at the bottom of your web browser, or looking for “https” at the beginning of the address of the web page.

While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

Disclosure of information to third parties

We may disclose the information we have collected, including Personal Data, to various third parties as follows.

We may disclose your Personal Data to various third party service providers in order to e.g. provide the Service (hosting), administrate the Website, communicate with you through newsletters and similar (e.g. for direct marketing purposes), to provide customer service or in order to conduct customer surveys or satisfaction surveys. These third party service providers are only given access to the Personal Data necessary for the performance of their obligations in relation to us and they may only process your Personal Data in accordance with our instructions. They are also liable to take technical and organizational security measures to protect your Personal Data to the same extent as NORM.

NORM may also disclose your Personal Data in circumstances other than those listed above if it is necessary in order to: (a) comply with applicable law and regulations and lawful regulatory requests or relevant orders from competent courts; (b) protect and defend our rights, our property or our interests, such as in a legal dispute; or (c) protect our users.

Additionally, we may transfer collected Personal Data to third parties in the event of a reorganization, merger or transfer of business.

Retention of Personal Data

NORM retains your Personal Data for the time necessary to fulfil any of the purposes of our processing of your Personal Data as outlined in this Privacy Policy or to comply with law, regulations, regulatory requests and relevant orders from competent courts.

Consent to transfer Personal Data to third countries

In order to provide the Website and to fulfil the other purposes specified in this Privacy Policy, we may transfer and process your Personal Data in other countries, including countries outside the EU and EEA. By signing up for and using our Website, you expressly acknowledge and consent to this.

Access to Personal Data

You may at any time edit some of the information we store about you by notifying us via the e-mail address stated below.

You have the right to once a year, free of charge, request information of your Personal Data that is being processed by us by sending a written signed application to NORM Research and Consulting AB, Hälsingegatan 49, 113 31 Stockholm, Sweden. Moreover, you have the right to request that Personal Data which has not been processed in accordance with the Personal Data Act shall be restricted, blocked or erased.

You may also at any time oppose to our further processing of your Personal Data for direct marketing purposes by notifying us via the e-mail address stated below. Moreover, you have the right to at any time revoke your consent to our processing of your Personal Data by sending this to us via the e-mail address stated below.

Amendments and changes

NORM reserves the right to amend or change this Privacy Policy at any time. In case of material amendments or changes to this Privacy Policy, NORM will provide a notification on the Website within thirty (30) days before such changes enter into force. If you do not accept the amended or changed Privacy Policy you may not access, use or continue to use the Website. By continuing to access and/or use the Website, you are expressing and acknowledging your acceptance of the amendments and changes. NORM advises you to periodically review the Privacy Policy in order to be informed of any changes.


If you have any questions or concerns about our processing of your Personal Data or in relation to this Privacy Policy, please contact us at +46 8 522 483 00 or

Updated: 24 June 2015