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Cadw post-visit survey

Cadw, part of the Welsh Government, collects feedback on visitor experience and opinion on an ongoing basis.

The aim of this data collection is to:

  • provide an opportunity for visitors to Cadw staffed sites to share feedback after their visit
  • to collect this feedback to understand who our existing audiences are, and identify our missing audiences
  • use the findings to improve the visitor experience at Cadw sites and widen our audiences.

Welsh Government is the data controller. Cadw will remove personal data before writing up the report and will not provide personally identifiable data to others in Welsh Government unless you ask us to.

The information collected during the project will be shared internally within Cadw (Welsh Government) in an anonymised format.

Anonymised data will also be shared with a small research team based between Cardiff University and Lancaster University working on FreeTxt, a bilingual (Welsh/English) text analysis tool. Your personal details (email address) will not be shared as part of the project.

Your participation in this research is completely voluntary. If you wish to enter the prize draw for Cadw membership, you will be asked to provide your e-mail address. Your feedback from the survey will help Cadw improve the visitor experience onsite.


Personal data is defined under the UK General Data Protection Regulation (UK GDPR) as ‘any information relating to an identifiable person who can be directly or indirectly identified by reference to an identifier’.

Your email address was collected when you booked online to visit a Cadw site and this is used to send you a link to the post visit survey. You are not required to provide any personal details as part of completing the survey and your email address or IP address are not captured as part of completing the survey. The responses to the survey are therefore anonymous.

However you are asked for your email address if you want to take part in the prize draw for Cadw membership. This is completely voluntary and you do not need to provide your email address if you do not wish to take part in the prize draw. Your email address will be captured in a different data set, which is not linked to your survey responses.

If you choose to take part in our prize draw and have provided your email address at the end of the survey, the Welsh Government (Cadw) will operate the prize draws on the first working days of March, June, September and December, as this is an ongoing survey. Winners of the prize draw will be contacted and will be required to claim their prize within five working days.

On each date we will select prospective winners from the prize draw up to three times to find a winner and if the prize is not claimed after this period, the draw will be void for the particular prize. The email dataset for prize entries will be deleted no later than 15 working days after the prize draw date. For full competition T&Cs please visit

For prize winners who choose to accept the prize of a Cadw membership, Cadw will share your email address with Equinox, a third party agency, to manage the overall administration of your Cadw membership and Mediascene, to administer the distribution of your complimentary Heritage in Wales magazine.

You will then be asked to provide more data in order to process your membership and your details will be subject to the Privacy Notice for the Cadw membership scheme from this point. For more information please visit our privacy policy Privacy policy | Cadw ( For full T&Cs for your membership please visit Terms and conditions (

On the first working day of March, June, September and December all survey data will be transferred from SmartSurvey to Welsh Government project files. These project folders have restricted access to the research team only. At this point we will remove any identifying details that appear in open text response questions.

The lawful basis for processing information in this data collection exercise is our public task; that is, exercising our official authority to undertake the core role and functions of the Welsh Government.

Participation is completely voluntary. Research studies such as this are important for Welsh Government (Cadw) to collect information and actionable evidence about its ability to deliver government priorities. The information collected in this research, for example, might be used to:

  • decide where to invest money for conservation purposes
  • decide how and where to improve the visitor experience
  • feed into staff training initiatives.

Personal information provided to Cadw is stored on a secure server. The data can only be accessed by a limited number of Cadw employees, who will only use this data for research purposes.

Your survey responses and email address, if to take part in the prize draw, will be held in different datasets.

When conducting surveys, Cadw use a survey software programme called SmartSurvey. We have ensured that Smart Survey is UK GDPR compliant and meets our expectations in terms of the security of any data collected via the software. All data is processed within the UK.

Cadw (Welsh Government) will also share anonymised data with a small research team based between Cardiff University and Lancaster University as part of the FreeTxt project, using a secure file transfer application. FreeTxt a bilingual (Welsh/English) text analysis tool. Your personal details (email address) will not be shared as part of the project.

The Welsh Government has procedures to deal with any suspected data security breaches. If a suspected breach occurs, we will notify you and any applicable regulator where we are legally required to do so.

All data gathered through this research will be reported in an anonymised format. It will not contain your contact details and any identifiable information in open-ended answers will be removed.

All email addresses held by Cadw (Welsh Government) will be deleted following the completion of the prize draw for the period of your response. Prize draws will be held on the first working day of March, June, September and December. Winners will have five working days to respond and if they fail to do so, the draw will take place up to another twice. As such, the maximum period for email addresses being held will be 15 working days after the first working day of the prize draw following your survey response.

All survey data will be anonymised before being transferred to Welsh Government project folders, such as identifying text in open questions.

For all prize winners, the information held by Equinox to process your membership will be held in line with our membership privacy policy privacy policy Privacy policy | Cadw (

Under UK GDPR, you have the following rights in relation to the personal information you provide as part of this survey, you have the right:

  • to access a copy of your own data
  • for us to rectify inaccuracies in that data
  • to object to or restrict processing (in certain circumstances)
  • for your data to be ‘erased’ (in certain circumstances); and
  • to lodge a complaint with the Information Commissioner’s Office (ICO) who is our independent regulator for data protection.

You can contact the Information Commissioner’s Office at:

Information Commissioner
Wycliffe House
Water Lane

Telephone: 01625 545 745 or 0303 123 1113

Website: Information Commissioner’s Office

If you have any further questions about how the data provided as part of this study will be used by Welsh Government (Cadw) or wish to exercise your rights using the UK General Data Protection Regulation, please contact:

Ceri Thomas


Telephone: 0300 062 5147

The Welsh Government’s Data Protection Officer can be contacted at:

Welsh Government
Cathays Park
CF10 3NQ