1.1 Seeking user feedback through surveys

Surveys generally aim to elicit user preferences and attitudes toward a range of topics. When surveys are presented as games or quizzes, children might respond just for fun; they might also respond in exchange for some form of compensation — for example, an amount of virtual currency that can be used on the platform.

1.2 How are survey data used?

Data gathered through surveys are used in different ways, based on the objectives of the party commissioning the survey, e.g. the platform’s operator or business partners.

Surveys can be used to develop a platform in a direction that better aligns with the interests expressed by respondents. For example, a survey may seek to find out what themes or features children would like to see on the platform.

Market research firms and/or business partners can pay to have their surveys presented to users of a given platform. Afterwards, marketers will apply the data derived to different business strategies. The editor of a magazine aimed at preteens could, for example, launch a survey about pop culture (fashion trends, music groups, etc.) to better inform the magazine’s editorial content and marketing.

If you collect personal information (name of city, email address, etc.) through a survey, be sure to consult Backgrounder Collection of Personal Information.

When you do business with a partner, your survey can become a form of advertising. Consult Backgrounder Embedded Advertising.

Mobile app stores have no particular regulations regarding user surveys.

Self-regulation does not address the question of user surveys.

Be transparent with regard to your use of the data collected through surveys:

• Explain how you use survey data in your privacy policy as well as in the parents’ section.
• Your explanation of how you use respondents’ data must be presented in clear and comprehensible terms. For example, in the survey window, post a short text to the effect of “We use your answers to improve the user experience and develop fun new games!” followed by a link to your privacy policy.
• If the survey causes the child to interact with third-party content (which means that the survey is the initiative of a business partner), indicate this clearly.

• If you need to collect personal information, limit yourself to what is strictly necessary.

• Delete personal information once you no longer need it.

• Whenever possible and in a spirit of respect for individual privacy, dissociate survey responses from personal information.

• Avoid doing business with business partners who direct the user away from your platform — for example, requiring the user to click on a link to the partner’s site to complete the survey.

• Also avoid doing business with partners who set out to recruit respondents with offers of compensation such as “Complete this short and fun survey in exchange for 10 units of virtual currency exchangeable in the virtual world!” This form of advertising is hard for children to detect and in Québec, is prohibited under the Consumer Protection Act, apart from a few exceptions prescribed by regulation.