Methodology
How we count your likely exposure
The number on the exposure page is arithmetic, not a search. Here is every input to it.
The rules
- No lookup. We do not search any broker, database or the web for you. The only inputs are the two answers on the page and, if you choose, the open-register question.
- Nothing stored. Your answers are used to compute the page and then discarded. They are not logged.
- Each broker in our catalog carries a tag saying which population figure its coverage follows. The estimate is the sum, over the brokers we cover, of that figure.
- Never “we found you”. Whether a specific broker holds your data is only confirmed when that broker answers a request made on your behalf.
The four groups
- Credit reference agencies and marketing databases:counted at 100% for any UK adult. The ICO's investigation found almost every UK adult was profiled for direct marketing.
- People-search and tracing sites: built from the open electoral register. Counted at the share of electors on it unless you tell us whether you are.
- Loyalty-scheme data arms: depends on whether you hold the card.
- Business directories and B2B list sellers: sole traders and company officers, not most private individuals.
Our assumptions
These numbers are ours, not a source's. We list them so you can see exactly which parts are judgement.