Privacy Policy
Element Human Limited (“EH”) software tracks facial expressions to help engage and improve media, web, and advertising experiences. Our proprietary software is used to track participants' facial features and to analyse their emotional response to media and connect that to participant responses.

While EH is committed to making the participant experience as natural and as unobtrusive as possible, we also take our data privacy responsibilities very seriously. Our Privacy Policy tells you how we look after and use the Personal Information that we collect from participants in our EH products. Please read this carefully. When you use our services, you are agreeing to our Privacy Policy.
1. EH has a strict opt-in research policy. We only collect study data (including facial recordings) from participants who have given their explicit consent by allowing access to their webcam prior to each media viewing session.

2. Any personal information (see definition below) that we collect from you will be treated as strictly confidential.
Data Security is our priority
All personal data will be stored in a secure location. We use industry standard technical and organisational security measures to protect your data against unauthorised disclosure or processing. Furthermore, EH will never sell your Personal Information to our clients.
What does Personal Information mean?
Personal Information means anything that can be used to identify you, including facial recordings and IP addresses that we collect as you participate in our study.
What Personal Information do we collect?
When you consent to participate in our study, we collect facial recordings, IP addresses and website usage information using cookies.

Occasionally we also do surveys. We may collect additional non-personally identifying demographic information (such as interests, gender and age group) from those participants who have consented to providing this information.
How will we use your Personal Information?
EH specialises in market research. Your participation in our studies is highly valued. We are interested in your reactions to on-screen media so that we can help improve web content and advertising. We will never try to sell you any products or services and we will never share your Personal Information with anyone engaged in marketing, telemarketing or other solicitous activities unless you consent otherwise.

We may share your information in limited ways as part of our secure business processes:

We work with trusted partners to perform tasks on our behalf and we may need to disclose Personal Information to them so that they can perform these tasks. However, these companies are bound by confidentiality obligations and do not have any independent right to use Personal Information beyond what is necessary to assist us.

When the law requires us to disclose your information, we will comply.
How long do you keep Personal Information for?
We keep personal information only for as long as it is required for the purpose for which we collected it.
Identification Key
At the start and end of a session we provide the user a key tied to their data up to and after deletion. If a user provides this key we can check the status of the data and let them execute their rights if the data is not deleted.
Cookies are small text files that we place on your computer or device to allow us to track our research and assess participant behaviour information. We use third party service providers (such as Google Analytics) to track usage and interaction with the media players. The cookies cannot identify you.
International transfer of Personal Information
We may transfer your Personal Information to countries outside of the European Economic Area EEA (such as the USA), but only to companies we trust. We do this for our data management and business purposes, in particular, for outsourced data processing by organisations on our behalf. We take appropriate steps to ensure your information is adequately protected. If you do not agree to this, please do not use our services.
Contacting us
Please contact us if you have any comments or questions about information that we hold or about our Privacy Policy

Send an email to under the subject heading 'Privacy Policy'

Write to us at Element Human Ltd, 14 Hanover Square, London W1S 1HP, UK
Changes to our Privacy Policy
We may update our Privacy Policy from time to time. We will notify you of changes by posting an announcement on our service or website. You are bound by any changes to our Privacy Policy when you use our service after you are notified (by an announcement on our service or website) of these changes.