1. Introduction
This notice explains how we handle your personal data for our 'Little Moments, Big Decisions' survey. This research focuses on the UK market for children's liquid medicines and helps us understand parental preferences. We are committed to being open about how we collect and use your information.
2. Who is responsible for the research
Eira Lane Ltd is the organisation responsible for this research survey and acts as the data controller for the personal data collected through it.
Company name: Eira Lane Ltd
Company number: 16893864
Registered in: England and Wales
Registered office address (to be checked against Companies House):
66 Paul Street
London
England
EC2A 4NA
Website: https://eiralane.co.uk
Email: hello@eiralane.co.uk
3. What information we collect
This survey is for adults aged 18 or over who live in the UK and are parents or caregivers of children aged roughly 2 months to 4 years.
The questions focus on:
- Your experiences giving children’s liquid medicines
- Your purchasing behaviour (for example, where and how you buy these products)
- Your preferences about product features (such as flavours, formats or packaging)
- Your reactions to hypothetical product options and choices
We do not intentionally request children’s names, dates of birth, diagnoses or detailed medical records. Please do not include identifying medical information about your child or any other person in any optional free‑text answers.
4. Why we collect this information
We collect this information to understand how parents and caregivers in the UK choose and use children’s liquid medicines, and how we can improve future products and services.
Your answers help us to:
- Identify common challenges and preferences
- Test how people respond to different product ideas
- Plan our business and product development in a more informed way
Taking part in this survey is voluntary. Completing the survey does not sign you up for marketing emails, and it does not give us permission to send you promotional messages. Any future invitations to research or marketing communications will be handled separately, with their own information and choices.
5. Our lawful basis for processing
We propose to rely on our legitimate interests under Article 6(1)(f) of the UK GDPR as the lawful basis for processing personal data in this survey. Our legitimate interest is to understand how UK parents and caregivers use and experience children’s liquid medicines so that we can design better products and services.
You are not required to take part in this research. You can skip questions marked as optional or stop participating before submitting your response.
Before this notice is finalised and the survey is launched, Eira Lane Ltd must complete and document an appropriate Legitimate Interests Assessment (LIA) to balance our interests against your rights and freedoms. This assessment has not yet been completed and must be reviewed and approved before publication.
6. How survey responses are used
We analyse survey responses to look for patterns and insights across many participants. We may group responses together, summarise them in charts or tables, and use quotes from free‑text answers in an anonymised or appropriately de‑identified way.
We do not promise that every individual response is completely anonymous, but we aim to avoid collecting information that directly identifies you. Aggregated or appropriately anonymised findings may be used for our internal business planning and may be shared with our professional advisers, development partners or potential investors to help them understand the needs of families we aim to serve.
7. How information is stored and protected
We take data security seriously and aim to protect your information from loss, misuse or unauthorised access.
Survey responses are collected and stored using Tally (see below). According to Tally’s published GDPR documentation, form data is encrypted in transit and at rest and stored on servers in Europe.
Within Eira Lane Ltd, access to research data is limited to people who need it for research and planning purposes. [DETAIL TO BE CONFIRMED: describe any additional security measures used by Eira Lane Ltd, such as access controls, secure storage locations or internal policies].
8. Third-party providers, including Tally
We use Tally BV, a company based in Belgium, as our survey platform provider. Tally acts as our data processor, meaning it processes personal data on our behalf in line with our instructions.
According to Tally’s published GDPR documentation, form data is encrypted in transit and at rest and stored on servers in Europe. For more information about how Tally handles data, please refer to Tally’s own privacy and security information.
Eira Lane Ltd may also use other carefully selected service providers to help us manage and analyse research data. Before this notice is finalised, we must review and document any additional processing arrangements, integrations or international transfers, and ensure that appropriate contractual and technical safeguards are in place. [DETAIL TO BE CONFIRMED: list any additional processors, integrations or transfer mechanisms once agreed].
9. International data transfers
Survey data collected through Tally is currently stored on servers in Europe, according to Tally’s published GDPR documentation.
We do not state that your data is stored exclusively in the UK. If personal data is transferred outside the UK, Eira Lane Ltd will need to ensure that appropriate safeguards are in place in line with UK data protection law (for example, adequacy regulations or approved contractual clauses).
[DETAIL TO BE CONFIRMED: confirm whether any additional international transfers will take place, and which safeguards will be used if they do.]
10. How long information is retained
We propose to keep identifiable survey data for up to 18 months after the survey has formally closed. This proposed retention period is subject to final approval and to the implementation of a clear deletion procedure.
After this period, we intend either to delete personal data or to further de‑identify it so that it can no longer reasonably be linked back to an individual. Aggregated or non‑identifiable research findings (for example, statistics or summaries that do not identify you) may be kept for longer to support our business planning and product development.
Automatic deletion is not yet configured. [DETAIL TO BE CONFIRMED: describe the final agreed retention periods and the practical deletion or de‑identification process once implemented].
[INTERNAL NOTE FOR EIRA LANE LTD: The proposed 18‑month retention period and related deletion process must be reviewed and formally approved before this notice is treated as final.]
11. Participants' data protection rights
Because the main survey does not ask for your name or email address, we may not always be able to identify your individual response after it has been submitted.
You can stop completing the survey at any time before you press the final submit button. If you exit the survey before submitting, your partial responses may not be included in our analysis.
Once you have submitted the survey, it may not always be possible to locate and delete a specific response, especially if it cannot be linked back to you. However, depending on how the survey is configured, you may still have certain rights under UK data protection law, including:
- The right to receive clear information about how your data is used
- The right to object to certain types of processing, where this is based on legitimate interests
- The right to raise a concern or complaint with the Information Commissioner’s Office (see below)
Some rights, such as the right of access or deletion, may be limited where we cannot reasonably identify your individual data within the dataset. These rights will be applied in line with UK data protection law.
12. How to contact Eira Lane Ltd
If you have questions about this research or how we handle your data, please contact Eira Lane Ltd using the details below:
Email: hello@eiralane.co.uk
Website: https://eiralane.co.uk
Registered office address (to be checked against Companies House):
Eira Lane Ltd
66 Paul Street
London
England
EC2A 4NA
13. How to raise a concern with the ICO
14. Changes to this notice
This notice may be updated from time to time to reflect changes in our research activities or in data protection law. Any updates will be posted on this page.
Last updated: 18 October 2026.