Privacy Policy

DEN is a decision intelligence engine that helps UK consumers find the right electronics and other products. We are operated as a private project and can be contacted at hello@askden.co.

We collect the following data when you use DEN:

• —Quiz responses: Your answers to questions about use case, budget, priorities, and preferences. This data drives your product recommendations.
• —Event data: Which results pages you view, which products you see, and which affiliate links you click. Each event includes a timestamp, session ID, product ID, and category.
• —Session identifier: A randomly generated ID created at the start of your visit. This is stored in your browser's localStorage and is not linked to any account or personal identity.
• —Referrer information: The source that brought you to DEN (e.g. search engine, direct). Used to understand traffic channels.
• —Variant assignment: Which version of a page or feature you are shown during A/B testing. Stored in localStorage.

We do not collect names, email addresses, phone numbers, payment details, or any information that directly identifies you. No account is required to use DEN.

Your data is used to:

• —Rank products against your specific profile (use case, budget, preferences)
• —Personalise results for returning visitors based on previous quiz answers
• —Improve recommendation quality over time by tracking which products users click through to
• —Understand which product categories and queries drive the most value
• —Conduct internal A/B testing to improve the quiz and results experience

We process your data under legitimate interests (Article 6(1)(f) UK GDPR). Our legitimate interest is to provide accurate, personalised product recommendations and to improve the quality of those recommendations over time. This processing is proportionate — we collect the minimum data necessary and do not collect personal identifiers.

Behavioural profiling (linking quiz answers to product click-through behaviour) is used solely to improve recommendation accuracy for users with similar profiles. It is not used for advertising targeting or sold to third parties.

Browser (localStorage): Session IDs and variant assignments are stored in your browser's localStorage. This data persists until you clear your browser storage. It is not transmitted to our servers except as part of event payloads.

Server-side: Event data (page views, quiz completions, affiliate clicks) is stored in our database (Supabase, hosted on AWS EU infrastructure). We retain event data for a maximum of 90 days, after which it is deleted.

Third parties: We do not share your data with third parties except as required to operate the service (our hosting provider, Vercel, and our database provider, Supabase). Both are GDPR-compliant and operate under data processing agreements.

Under UK GDPR, you have the right to:

• —Access: Request a copy of the data we hold about your session.
• —Erasure: Request deletion of your event data. Because we store only anonymous session IDs, you will need to provide your session ID (visible in browser localStorage under the key den_session).
• —Objection: Object to processing under legitimate interests. If you object, we will cease processing your data for that purpose.
• —Portability: Request your data in a machine-readable format.

To exercise any of these rights, contact us at hello@askden.co. We will respond within 30 days. You also have the right to lodge a complaint with the ICO (Information Commissioner's Office) at ico.org.uk.

DEN does not use cookies for tracking or advertising. We use browser localStorage for functional purposes only: storing your session identifier, quiz answers for the duration of your visit, and variant assignments. These are not accessible by third-party scripts.

The admin authentication cookie (den_admin_auth) is an httpOnly, secure cookie used solely to authenticate admin access. It expires after 24 hours and is not used for tracking.

We may update this policy as the service evolves. Material changes will be reflected in the "Last updated" date above. Continued use of DEN after a policy update constitutes acceptance of the revised terms.