California Privacy Rights Notice


The Sound is a market research company operating in the United States of America, Canada, and the United Kingdom (“The Sound”).

This privacy policy is intended to align with the California Consumer Protection Act (CCPA) and the California Privacy Right Act (CPRA). It is a supplement to our Privacy Policy, which you can find here.


Categories of Personal Data Collected

Sound collects the following personal information from visitors to our website (Site Data): 

E-mail Address IP Address Browser Type
Source of Referral Length of Site Visit Location
Pages Viewed Queries Made General Site Use


You may limit the amount of personal data collected in the cookie notice.


The Sound collects the following personal information from Clients and Participants in our surveys:

Name Age / Date of Birth (or age range) Address
Occupation E-mail Address Ethnicity / Race
Gender Sexual Orientation Gender Identity
Income Education Marital Status
Personal Habits / Activities (related to consumer purchasing habits) Photos / Likenesses Personal Opinions (with respect to brands, organizations, or persons)
Videos (Video Diary on app)    


We will provide you with a separate Notice of Collection when you participate in our surveys or market research campaigns, to confirm the personal information we require from you in order to conduct the survey or campaign. We will also disclose the purpose for which we are collecting your personal information.


Your Rights Under California Privacy

As a California resident, you have the following rights under the CCPA and the CPRA:

  1. Right to access your personal information or data;
  2. Right to delete your personal data;
  3. Right to know the disclosure of your personal data to third parties with whom we do business;
  4. Right to non-discrimination if you exercise your rights; and
  5. Right to request that your information not be disclosed to third parties (“Do Not Sell”).


Right of Access

This permits you to request access to any personal information we have collected about you. If you make an access request, we will endeavour to provide you with the following:

  • Categories of personal information we have collected from and about you;
  • Categories of personal information we have collected from and about you;
  • Categories of sources from where we have collected your personal information;
  • The business purpose(s) for which we have collected your personal information;
  • Categories of third parties to whom we have disclosed your personal information;
  • Confirmation of any third parties to whom we have disclosed or sold your personal information; and
  • Listing of categories of third parties to whom we have disclosed or sold your personal information, along with the business purpose for doing so.


If you make an access request, please note the following:

  • You may make an access request up to two (2) times within a rolling twelve (12) month period; and
  • The personal information we disclose to you may be limited to only the previous twelve (12) month period within which we collected your personal information.


Right of Deletion

You have the right to ask Sound to delete your personal information. This may include all of the personal data we have collected directly from you and from other sources. However, Sound may retain some or all of the personal information in order to comply with applicable laws or if it is absolutely required. Instances where we may be unable to delete your personal data include cooperating with criminal matters, conducting privacy breach or IT security incident response, or complying with legal obligations.

Please note that some deletion of personal information may be accomplished by de-identifying your personal data so that personal information is not attributed directly to you or identifiable. Additionally, deleting your personal information may hamper your ability to interact with our online features and our website, such as limiting your personal information or closing your account.


Right to Disclosure of Personal Data to Third Parties

Sound discloses some personal information with certain third-party service providers, which is considered a “sale” of personal information under CCPA and CPRA. We are permitted to disclose some personal data in order to effect services. We do not knowingly sell the personal data of minors under 16 years of age.

We disclose the following types of personal data to the following categories of third parties as follows.

For Participants:

Application Personal Information Involved Business Purpose
Cloud Service Participant PI: Name, Address, Age / DOB, Gender, Occupation, Personal Contact Information, Ethnicity, Sexuality / Sexual Orientation Analyze respondent / participant responses for market research purposes, the main service The Sound provides to their institutional clients
Google Analytics Site Data Site analytics and research



Right to Non-Discrimination

If you choose to exercise your privacy rights, The Sound shall not discriminate against you, as per the CCPA and CPRA. Examples of discrimination may include providing you with a different level or quality of services, suggesting you receive a different level or quality of services, refusing to provide services to you, or maliciously misuse your personal information.


Do Not Sell

You have the right to direct us not to sell or disclose your personal information to third parties. The CCPA and CPRA define “sale” to include disclosure of personal information. Examples of this data include cookies, IP address, browsing activities, and other Site Data we collect.
Depending upon the type of marketing campaign you participate in, we may sell (as defined by California law) directed responses to third-party service providers. See the section titled Right to Disclosure of Personal Data to Third Parties” above.
If you would like to opt out of our use of your personal information for these purposes, you may do so by sending an email to . Additionally, you have option to control your cookie preferences in our pop-up cookie banner.


Right of Data Portability

You may request a copy of the personal information we collect from you. Upon request, we will provide you with a copy of the data in a common, machine-readable format. In order to do so, we must verify your identity to prevent fraud. Please note that if any of the personal information we collected from you has been anonymized or de-identified so it is no longer identifiable, we will advise you of same. You may request a copy of your data by sending an email to


How to Contact Us

If you wish to talk through anything in our privacy policy, find out more about your rights or obtain a copy of the information we hold about you, please contact us at the addresses below.

If you wish to raise a complaint on how we have handled your personal data, you can contact our data protection officer who will investigate the matter. If you are not satisfied with our response or believe we are not processing your personal data in accordance with the law you can complain to the Information Commissioner’s Office (ICO).


Data Protection Officer
The Sound
1st Floor, Gensurco House,
52-54 Rosebery Ave,
London EC1R 4RP, UK



The Office of the CEO
The Sound
223 West Erie
Suite of 5NW,
Chicago, IL 60654

Or by emailing Harjot Bassra, The Sound HQ’s privacy officer at: