Open call: Organisation to conduct survey on personal data in the UK retail sector

Tue Jun 27, 2017
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Are you or your organisation interested in helping the retail sector understand shoppers’ expectations?

Contact: Jessica WeereratneGoal: to help the UK retail sector to understand shopper’s expectations and hopes for greater control over personal dataBudget: up to a maximum of £20k (plus VAT)


  • Procurement process starts: 27 June 2017
  • Procurement process completes: 4 July 2017
  • Work to be completed by: 18 August 2017


The introduction of the General Data Protection Regulation (GDPR) in May 2018, presents an opportunity for the retail sector to develop new products and services based on greater individual control of data. The Open Data Institute are investigating these opportunities along with a partner from the retail sector.

The overall piece of work consists of three strands of activity: consumer research, interviews with the retail sector and investigation into both the regulatory landscape and general data trends. This open call is for the consumer research strand

GDPR will see people being given greater control over data held about them by service providers, and the ability to share that data with third parties who may provide other services. This trend can already be seen in the UK banking sector, where the Open Banking initiative is encouraging the development of standards so that retail bank customers can share transaction data with other companies.

To understand these new opportunities, it is important that retail customers’ views and expectations – around both current data practices and the opportunity for greater control over personal data about them and their shopping – are investigated.

Scope of work

This piece of work requires a mix of quantitative and qualitative insight. We expect that this would take the form of two streams of work:

quantitative user survey gaining opinions from >1,000 shoppers on consumer awareness and attitudes to personal data in the context of retail A series of focus groups taking place across the UK – with an expectation of between four and six – across a range of demographics to generate more qualitative insights into shoppers’ thoughts, level of understanding of personal data, expectations of the future and potential behaviour if new capabilities or services that used personal data were made available

The ODI and their client would like to attend the focus groups. The ODI will provide input on questions and structure throughout the project and provide the selected partner with access to information found in other project research strands. We are flexible on the approach to this research and are willing to consider other options that would achieve a similar level of insight.


Please submit a short proposal, including costings, to jessica.weereratne@theodi.orgby 5pm GMT on 4 July 2017


Help the retail sector understand shoppers’ expectations and hopes for greater control over personal data

  • Audience: Retail sector
  • Duration: 08/07/2017 – 18/08/2017
  • Costed proposals due by: 04 July 2017 17:00 GMT
  • Tender decision by: 05 July 2017 17:00 GMT
  • Appointment of winning proposal: 06 July 2017 17:00 GMT
  • Final work delivered by: 18 August 2017 17:00 GMT
  • Contact: Jessica Weereratne