Privacy Privacy


The Behavioural Change Company trading as 'The Behavioural Architects' is a global insight, research & consultancy business specialising in applying behavioural science to help companies better understand and influence consumer behaviour.

Please note, if you are looking for privacy information relating to being a participant in a research project, you can find that in the ‘Privacy Notice for Participants’.

About this privacy notice:

This privacy notice relates to any personal data that The Behavioural Architects may come to hold as part of the normal course of doing business, but does not include personal information which relates to participants in a research project. It sets out how we will use and share that personal information.

This includes:

  • Email addresses which we receive as part of the normal course of doing business
  • Receivers of our e-newsletter
  • Subscribers to a regular update about our blog articles
  • Anyone who sends us a query or complaint (or contacts us in any other means)
  • Data relating to anyone who engages TBA on social media
  • Data relating to anyone who visits our webpage
  • Employees & previous employees

We hold and process your information in a way which might reasonably be expected as part of running our business. This is known as a ‘legitimate interest’ and is the the ‘lawful basis’ for any activities we undertake with your data.

The exception to this is for subscribers to our blog articles, whose personal data is held based on the consent they provide at the time of sign-up.

General information

The GDPR is a data protection regulation that imposes additional protections and obligations in relation to the processing of personal information of individuals located in the European Union.

The Behavioural Architects complies with all of its obligations under the GDPR (General Data Protection Regulation) legislation. Under the terms of the regulation, The Behavioural Architects are defined as a ‘data controller’ of your personal information.

Your data may be collected directly from you, or from a company of which you are an employee (e.g. in the normal course of business when multiple email addresses are included on the same email chain), or indirectly via a third party (in the same way.)

The type of information we process about you:

The Behavioural Architects may collect and process personal information you provide us with including:

  • When you request any of our goods, services, or other information
  • Your contact details including name, organisation, email, telephone number and address
  • Your contact details including name and email address if you are a subscriber to the newsletter
  • Business details, bank and financial details, communication and correspondence
  • Information generated by the work, service or relationship we may have with you
  • Your social media username, if you interact with us through those channels, to help us respond to your comments, questions or feedback
  • When you communicate with us through e-mail, telephone and written correspondence.
  • When you interact with us at events such as conferences
  • Information gathered by the use of cookies in your web browser

How we will use your information:

We will only use your personal information when the law allows us to. Personal information may be used in the following ways:

  • To manage our relationship with you either as a part of a contract or where we believe we have a legitimate interest to do so
  • To send you informative content via email
  • For internal record keeping
  • To respond to queries, complaints or engagement on social media
  • To periodically send you promotional emails about new products, special offers or other information which we think you may find interesting (where we have a legitimate interest)
  • To analyse data about web page traffic and improve our website in order to tailor it to customer needs

Who we share your information with:

We may also share some of your personal information with the following third-parties: service providers, suppliers or freelancers that have been commissioned in order to carry out our research and to run our business.

We know how important data security is and we will treat your data with the utmost care and take all appropriate steps to protect it. Your data is handled securely and treated in accordance with with law. We have policies in place with the above mentioned third-parties to protect your privacy and keep your information safe:

  • Only the necessary information needed will be provided to perform specific services
  • Your information will only be used for the exact purposes as specified in contracts
  • Your privacy will be respected and protected at all times

Who we never share your information with:

We will not sell, distribute or lease your personal information to third parties unless we have your permission or are required by law to do so.

The Behavioural Architects will never release your personal information to the general public

Your personal information will not be passed to an external agencies to be used for sales or marketing purposes

We will never disclose your information to the police or other enforcement regulatory or Government body.

Transferring your information overseas:

Your information may be transferred and stored in countries outside the European Economic Area (EEA), including some that may not have laws that provide the same level of protection of personal information. If your personal information is transferred or accessed outside of the EEA, we require that appropriate safeguards are in place.

How long we’ll keep your information:

Whenever we collect or process your personal information, we’ll only keep it for as long as is necessary for the purpose for which it was collected. At the end of that retention period, your data will either be deleted completely or anonymised. The length of the retention period can be up to 7 years dependent on the purpose for which it was collected.

A note on how we look after participants’ personal information:

Our service and deliverables to our valued clients continue unchanged after the implementation of GDPR, and the only additional action we might need is for you to agree to sign off on your own GDPR compliance in relation to any personal data you may receive as a result of working with us.

Consistent with our commitment to privacy compliance and consumer protection, we want to assure you that all the personal information we collect and process as a result of research with participants, is done with the explicit consent of those individuals.

When working with third party partners, we do so on the basis that we have GDPR compliant agreements in place to cover the handling of personal information. The Behavioural Architects acts as a data controller in these instances.

How we use cookies:

A cookie is a small file which asks permission to be placed on your computer's hard drive. Once you agree, the file is added and the cookie helps analyse web traffic or lets you know when you visit a particular site. Cookies allow web applications to respond to you as an individual. The web application can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

We may use traffic log cookies to identify which pages are being used. This helps us analyse data about web page traffic and improve our website in order to tailor it to customer needs. We only use this information for statistical analysis purposes and then the data is removed from the system.

Overall, cookies help us provide you with a better website, by enabling us to monitor which pages you find useful and which you do not. A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us.

You can choose to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. This may prevent you from taking full advantage of the website.

Links to other websites:

Our website may contain links to other websites of interest. However, once you have used these links to leave our site, you should note that we do not have any control over that other website. Therefore, we cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and such sites are not governed by this privacy statement. You should exercise caution and look at the privacy statement applicable to the website in question.

What are your rights:

Under GDPR, you have rights that you can exercise involving any personal information The Behavioural Architects holds on you such as:

  • Access to the personal information we hold about you, free of charge in most cases
  • The correction of your personal information when incorrect, out of date or incomplete
  • The objection, restriction or erasure of processing of your personal information
  • Whenever you have given us your consent to use your personal information you have the right to change your mind at any time and withdraw your consent
  • Request the transfer of your personal information to another party

If you have a request about your personal information, please contact [email protected]. To protect the confidentiality of your information, we will ask you to verify your identify before proceeding with any request you make under this Privacy Notice. If you have authorised a third party to submit a request on your behalf, we will ask them to prove they have your permission. If we choose not to action your request we will explain to you the reasons for our refusal.

Data Protection Officer:

We hope this Privacy Notice has been helpful in describing the way we handle your personal information and your rights to control it. If you have any questions that haven’t been covered, please contact our Data Protection Officer at [email protected] who will be more than happy to help you.

It’s likely that we’ll need to update this Privacy Notice from time to time so we welcome you to come back and check.

To review The Behavioural Architects Australia Privacy Policy, please click here:

Registered office address:

96 Banbury Road, Oxford, OX2 6JT

Company registration number:


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Every project has resulted in activities that have unlocked growth for Diageo but, importantly, they’re also pieces of work that we keep going back to and that continue to inform new activities long after the original studies were run. Catherine Moffatt, Vice President Global Shopper Planning & Customer Marketing, Diageo
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For the first time in over a decade, we have clarity on the shift that we need to make to bring our brand back into growth. Clara Lee, Senior Insights Manager, Diageo Australia
The TBA team are a friendly, highly organised and intelligent bunch of people to work with. We consider them an extension of our internal Insights team Clara Lee, Senior Insights Manager, Diageo Australia
The behavioural science work conducted by The Behavioural Architects Sydney team has uncovered insights that we would never have uncovered by asking consumers questions directly Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
Observing consumer behaviour through a Behavioural Science lens has uncovered key nuggets that we have now used to influence behaviour. Alla Nock, Marketing Research, Analytics & Capability Manager, Kimberly-Clark Australia
The Behavioural Architects Sydney are a valued  business partner of the Water Corporation (Perth), who’s expertise and insights into behaviour change has been instrumental in helping to shape our communications strategy and to deliver an outcome that produces results.    Paul Tuffin, Customer Insights Manager, Customer Strategy & Engagement Water Corporation (Perth, Australia)