Data Protection Policy
1. Data protection principles
Uncrowd are committed to processing data in accordance with its responsibilities under the GDPR.

Article 5 of the GDPR requires that personal data shall be:
  • a. processed lawfully, fairly and in a transparent manner in relation to individuals;
  • b. collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes; further processing for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes shall not be considered to be incompatible with the initial purposes;
  • c. adequate, relevant and limited to what is necessary in relation to the purposes for which they are processed;
  • d. accurate and, where necessary, kept up to date; every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay;
  • e. kept in a form which permits identification of data subjects for no longer than is necessary for the purposes for which the personal data are processed; personal data may be stored for longer periods insofar as the personal data will be processed solely for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes subject to implementation of the appropriate technical and organisational measures required by the GDPR in order to safeguard the rights and freedoms of individuals; and
  • f. processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures.”
2. General provisions
  • a. This policy applies to all personal data processed by Uncrowd.
  • b. The Responsible Person shall take responsibility for Uncrowd's ongoing compliance with this policy.
  • c. This policy shall be reviewed at least annually.
  • d. Uncrowd shall register with the Information Commissioner’s Office as an organisation that processes personal data.
3. Lawful, fair and transparent processing
  • a. To ensure its processing of data is lawful, fair and transparent, Uncrowd shall maintain a Register of Systems.
  • b. The Register of Systems shall be reviewed at least annually.
  • c. Individuals have the right to access their personal data and any such requests made to Uncrowd shall be dealt with in a timely manner.
4. Lawful purposes
  • a. All data processed by Uncrowd must be done on one of the following lawful bases: consent, contract, legal obligation, vital interests, public task or legitimate interests (see ICO guidance for more information).
  • b. Uncrowd shall note the appropriate lawful basis in the Register of Systems.
  • c. Where consent is relied upon as a lawful basis for processing data, evidence of opt-in consent shall be kept with the personal data.
  • d. Where communications are sent to individuals based on their consent, the option for the individual to revoke their consent should be clearly available and systems should be in place to ensure such revocation is reflected accurately in Uncrowd’s systems.
5. Data minimisation
  • a. Uncrowd shall ensure that personal data are adequate, relevant and limited to what is necessary in relation to the purposes for which they are processed.
  • b. No user data is held in Uncrowd's systems and data is not distributed elsewhere at any time.
6. Accuracy
  • a. Uncrowd shall take reasonable steps to ensure personal data is accurate.
  • b. Where necessary for the lawful basis on which data is processed, steps shall be put in place to ensure that personal data is kept up to date.
7. Archiving / removal
  • a. To ensure that personal data is kept for no longer than necessary, Uncrowd shall put in place an archiving policy for each area in which personal data is processed and review this process annually.
  • b. The archiving policy shall consider what data should/must be retained, for how long, and why.
8. Security
  • a. Uncrowd shall ensure that personal data is stored securely using modern software that is kept-up-to-date.
  • b. Access to personal data shall be limited to personnel who need access and appropriate security should be in place to avoid unauthorised sharing of information.
  • c. When personal data is deleted this should be done safely such that the data is irrecoverable.
  • d. Appropriate back-up and disaster recovery solutions shall be in place.
9. Breach
  • In the event of a breach of security leading to the accidental or unlawful destruction, loss, alteration, unauthorised disclosure of, or access to, personal data,Uncrowd shall promptly assess the risk to people’s rights and freedoms and if appropriate report this breach to the ICO (more information on the ICO website).
We care about your privacy. That's why we have outlined our privacy policy here!
"You need to know your Friction/Reward Index™. It tells you how to win more shopper missions, more often. It’s better than NPS and more accurate than C-Sat."

Richard & Rocky, Uncrowd Founders.

Our FRi™ platform answers retail's most fundamental question 'Why do customers choose retailer x over retailer y?'
Then shows exactly how to win in more shopper missions, identify safe cost reductions, and optimise operations.
Do you know your winnable shopper missions?
Weekly big shop?
Upgrade family TV?
Pamper shop?
Lunchtime dash?
Party outfit?
Something to play?
Redecorate bathroom?
New current account?
Average cost of lost missions per top 10 UK retailer
Average cost of churn per top 10 UK retailer


Each year retailers lose billions through high-friction/ low-reward CX
Uncrowd’s FRi™ is fundamentally about showing you when and why a customer will prefer you to a rival. In the era of total and easy access to competing choices, knowing where you stand among those choices is your number one priority.

We do this by exploiting the ground-breaking Friction vs Reward (FvR) behavioural metric. FvR was constructed by our founders and is inspired by the work of Daniel Kahneman and Amos Tversky in combination with Economics Utility Theory.

Our expression of FvR is Friction/Reward Indexing™ a blimin’ sexy analytics tool that hoovers up data sources and chucks out clear answers on where and why a customer on a given shopper mission will spend their money.
FvR in Action
Easy to use, massively
flexible, fun to play with,
serious as you want
Step 1
Buy your...
FRi™ Platform
Step 2
Add on...
Data/ Success
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Can you stop the discounters munching on Tesco's lunch? Click to play our FvR game; give those discounters a kick in the knackers from sweet old nanna Tesco...
Observe. Compare.  Do. 
Our UX is beautifully simple but elegantly deep, like a lake or something. Watch your numbers emerge in real-time with live tracking
Who is eating your lunch? Where are your customers going? What are your real strengths, where are the opportunities, what should drive your CX and service development
We get you the closest possible to the customer truths in your business. Then our tools show you exactly how to turn those truths into tangible and actionable CX and services
We’ve even
written the book on
Published by Pearson; a major new text for all businesses with customers. Read the book, buy the platform, kill friction - create reward, become your customer’s first choice; go pub
'gives you the tools
and provokes you to
think hard'
Sir Charles Dunston,
Retailing Legend
Who we are
We’re expert, we’re retailers, systems architects, red-hot coders, maths geniuses and more. We’re advised by retail PLC CEOs, senior figures from globe-spanning software giants, behavioral science spods and scaled-up CTOs. We love friction/reward, we believe in the revolution and we’re good fun to work with. Super-serious but self-effacing nerds; that’s us.
Join our Growing Team
Listen this is a tech startup so you get everything you imagine you would get working for a tech startup.
Richard Hammond
Co-Founder & CEO
Rocky Howard
Co-Founder & CTO
Claire Price
Operations Lead
Craig Waite
Lead Developer
Grace Hayhurst
David Bělka
Junior Full Stack Developer
Emily Cleaver
Marketing Lead
Cammil Taank
Data Science Lead
Stay In Touch
Right now, we’re the world’s leading experts on friction versus reward. Get in touch and we can take you through exactly what this means for you.
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