Quality Assurance Policy

Last reviewed: September 2026

Our commitment to quality

Shift Learning prides itself on delivering high-quality, ethical and reliable research that helps our clients make informed decisions. 

As a specialist independent agency, owner and director Caroline Wheeler takes responsibility for each piece of work that Shift Learning conducts, from proposal development through to reporting and project review.

We recognise that the quality of our work is fundamental to the trust clients place in us. We therefore maintain clear processes, professional standards and quality control procedures designed to ensure that all projects are delivered accurately, transparently and in accordance with recognised market research industry best practice. This policy will be reviewed for continued completeness, relevance and accuracy at yearly intervals.

1. External quality standards

Shift Learning is committed to operating in accordance with recognised professional, ethical and legal standards.

We:

  • Adhere to the Market Research Society (MRS) Code of Conduct and relevant professional guidance.
  • Comply with UK GDPR, the Data Protection Act 2018 and other applicable legislation.
  • Maintain registration with the Information Commissioner’s Office (ICO).
  • Undertake continuing professional development to ensure our knowledge, skills and methodologies remain current and relevant for the market sectors we work in. 
  • Use trusted specialist partners and suppliers where additional expertise or project support is required, while retaining overall responsibility for quality and delivery.

2. Research process and project management

All projects follow a structured research process designed to ensure consistency, transparency and accountability.

For every project, Shift Learning will:

  • Agree and document project objectives, scope, methodology, deliverables, timings and responsibilities.
  • Ensure research designs are appropriate to the objectives and intended use of findings.
  • Maintain clear records of project decisions, approvals and revisions.
  • Manage projects against agreed timelines and communicate any changes promptly.
  • Protect all client information and project materials in confidence.
  • Maintain secure project documentation and version control procedures.
  • Review project performance and client feedback to support continuous improvement.

Where external suppliers, associates or subcontractors are engaged, they are selected based on relevant expertise, experience and their ability to meet required quality, ethical and data protection standards. Subcontractors are expected to operate to standards equivalent to those applied by Shift Learning.

Quality is built into the planning and execution of every research project.

Shift Learning will:

  • Work closely with clients to ensure project objectives and requirements are fully understood.
  • Prepare clear proposals outlining methodology, deliverables, timescales and costs.
  • Recommend appropriate research approaches based on the project objectives.
  • Develop and review research materials, including questionnaires, discussion guides and stimulus materials.
  • Pilot or pre-test research instruments where appropriate.
  • Document significant project decisions and methodological choices.
  • Ensure any project changes are reviewed, agreed and recorded.

Clients are given opportunities to review key research materials before fieldwork begins.

Shift Learning maintains independent professional judgement in the design, conduct, analysis and reporting of research and ensures findings are reported accurately, objectively and without intentional distortion.

3. Data collection

Shift Learning is committed to collecting high-quality, reliable and ethically obtained data.

Depending on the methodology used, we will:

  • Recruit participants using transparent and appropriate methods.
  • Apply agreed sampling criteria and quotas where relevant.
  • Ensure participants are fully informed about the purpose of the research, how their data will be used, and their rights as participants.
  • Obtain informed consent before collecting data.
  • Take additional precautions when conducting research involving children or vulnerable individuals.
  • Use experienced researchers, moderators and specialist suppliers with appropriate skills and expertise.
  • Monitor data collection quality through review processes, respondent verification and validation checks where appropriate.
  • Maintain appropriate records of recruitment, participation and fieldwork activities.

Participation in research is always voluntary. We take reasonable steps to protect the wellbeing of participants and seek to minimise any potential inconvenience, distress or adverse effects arising from participation in research activities.

Research activities conducted by Shift Learning are clearly distinguished from marketing, sales, fundraising or promotional activities. Information collected for research purposes will not be used for direct marketing unless explicit consent has been obtained and such use has been clearly communicated.

Where qualitative interviews or focus groups are recorded, participants will always be informed and their consent obtained.

4. Data management and processing

Shift Learning takes appropriate steps to ensure that research data is accurate, secure and managed responsibly.

Our approach includes:

  • Secure storage of data and project records.
  • Access controls to prevent unauthorised access.
  • Compliance with data protection legislation and client confidentiality requirements.
  • Appropriate backup procedures for electronic files.
  • Validation and quality checking of data before analysis.
  • Clear documentation of coding, analysis and data processing procedures.
  • Retention and disposal of data in accordance with legal, contractual and business requirements. See our separate Data Retention policy for further information. 

Personal data is processed only where there is a lawful basis to do so, including consent, legitimate interests or other lawful grounds appropriate to the nature of the research project.

Shift Learning respects and supports the rights of research participants under UK data protection legislation. Where applicable, participants may exercise their rights in relation to access, correction, restriction, objection or deletion of personal data in accordance with UK GDPR and the Data Protection Act 2018.

Any actual or suspected data security incident will be investigated promptly and managed in accordance with applicable legal obligations and internal procedures.

Further information about how personal data is handled can be found in our Privacy Policy.

Any subcontractors handling data on our behalf must meet equivalent standards of security, confidentiality and data protection compliance.

5. Reporting on research projects

Our reporting standards are designed to ensure clients receive accurate, objective and transparent findings.

Shift Learning will:

  • Endeavour to present findings honestly and accurately and ensure conclusions are supported by the evidence collected.
  • Clearly distinguish evidence-based findings from interpretation, opinion or recommendations.
  • Report methodologies transparently.
  • Explain any limitations that may affect interpretation of results.
  • Check reports, presentations and data outputs before delivery.
  • Include appropriate technical and methodological information where required.

For quantitative studies, key methodological information such as sample sizes, data collection methods and fieldwork dates will be available. For qualitative studies, reports will clearly acknowledge the exploratory nature of findings and the limits of generalisation.

6. Complaints handling

Shift Learning is committed to providing a professional and responsive service. If a client, participant or stakeholder is dissatisfied with any aspect of our work, we encourage them to raise their concerns.

Our principles

We will:

  • Treat all complaints seriously and fairly.
  • Acknowledge complaints promptly.
  • Investigate concerns objectively and confidentially.
  • Seek to resolve issues as quickly as possible.
  • Use feedback and complaints as opportunities to improve our services.

Making a complaint

Complaints may be submitted in writing by email or post, or raised by telephone.

Caroline Wheeler
Shift Learning
10 Tyssen Road
London N16 7NA

Email: caroline.wheeler@shift-learning.co.uk

Complaint resolution

  • Complaints will normally be acknowledged within two working days.
  • We will investigate the matter and aim to provide a full response within four weeks.
  • If additional time is required, we will keep the complainant informed of progress and expected timescales.
  • All complaints will be handled confidentially and in accordance with applicable data protection requirements.

Participants and clients may also seek independent guidance regarding professional research standards through the Market Research Society’s Codeline service at codeline@mrs.org.uk

Continuous improvement

Shift Learning regularly reviews its policies, procedures and project outcomes to ensure they remain effective, compliant and aligned with recognised research best practice. We are committed to learning from project experience, participant feedback, client feedback and industry developments to continuously improve the quality of our services.