Legal
Last updated: 2 October 2026
Business Xray ("we", "us", "our") operates the website at businessxray.co.uk. This policy explains what personal data we collect when you use our free business assessment and related services, how it is used, and your rights.
Business Xray is operated by Dr Edmund Osei Afriyie, who is the data controller responsible for your personal data. Contact: hello@businessxray.co.uk.
The assessment. When you complete the Business Xray assessment, we collect:
We do not collect your name, IP address, or precise geolocation within the assessment itself. By default, your assessment runs in guest mode: your answers and report are stored only in your own browser and are never sent to our database. If you choose to save your report to your account, the report (your scores, the generated narrative, and the business context you entered) is stored on our servers and linked to your email.
Your answers stay in your browser. We keep an anonymous record of the date, your business type, your region, and your scores — with no answers, email, city, founder background or personal details — so we can see how the tool is used.
The waitlist, Grad-X, and Responsible Business forms. These forms collect:
To unlock and email you the full report PDF, we store the email address you give us and your marketing consent choice if provided. We use your email to send you the report and, if you agreed, to contact you about advisory sessions and workshops. We keep this information for up to 24 months. You can unsubscribe at any time or ask us to delete it by emailing hello@businessxray.co.uk.
When you unlock your full report, you can choose to include your anonymised answers in Business Xray research on small and growing businesses. This is optional and based on your consent. If you opt in, we store one anonymous record containing your coded (multiple-choice) answers, your six dimension scores, your business type, your region at country level only (no city), your team size band, your revenue band, and the date. We never store your name, email, business name, city, founder generation status, heritage or country of origin, IP address, or any free-text answer with this record, and it is not linked to your report lead or any other record.
The purpose of this research is to produce aggregate insights into the challenges and patterns of small and growing businesses. Individual records are never sold. Results are only ever published in aggregate, and only for groups of at least 10 responses, so no individual business can be identified.
This research data is stored on our platform, Base44. Under its terms, Base44 may use data stored on its platform to train its AI models. Because the record is anonymous, we can only delete it if you quote your research reference. To ask for deletion, email hello@businessxray.co.uk with your research reference (shown on your report page).
We process your assessment answers to provide the report you request. We process enquiry and waitlist information (including the Grad-X and Responsible Business forms) on the basis of our legitimate interests in responding to you and letting you know about relevant services.
Your scores are calculated by fixed rules in your browser. To generate the report's narrative — the executive summary, dimension interpretations, strategic observations, and indicative positioning — your answers are sent directly to our AI provider, Anthropic, via its API and processed in the United States under appropriate safeguards. Anthropic states that it does not use customer data submitted via its API to train its models. Your answers are never sold or shared for marketing.
If you use the Decision Challenge, the text you type is processed by our hosting provider and sent to Anthropic to generate the responses. Business Xray does not store it.
Our hosting platform, Base44, may use data stored on its platform to improve its own AI models under its terms. This applies to any data you choose to store with us — for example, a report you save to your account, or your waitlist or Grad-X sign-up details. It does not apply to guest assessments, which are not stored on our servers.
Your report's narrative is generated directly through Anthropic's API. Anthropic states that it does not use customer data submitted via its API to train its models. Anthropic is a separate company and processes data under its own terms and privacy policy.
We use the following providers to operate the Service:
When you choose to save a report to your account, we retain that report for 24 months, after which we review and delete it. Guest assessments are not stored on our servers. Waitlist and enquiry submissions are reviewed and deleted no later than 24 months after you contact us.
You can see only your own submissions and reports. Only authorised administrators of Business Xray can access records for the purpose of operating and improving the service. We do not share your data with any other third party except as described in this policy.
You have the right to:
To exercise any of these rights, email hello@businessxray.co.uk. You also have the right to lodge a complaint with the Information Commissioner's Office at ico.org.uk.
Your data is stored on secure infrastructure provided by our platform. No method of transmission or storage is completely secure, but we apply reasonable measures to protect your information.
We use only essential cookies to keep you logged in. See our Cookie Notice for details.
We may update this policy from time to time. The date above shows when it was last revised.
Questions about your data? Email hello@businessxray.co.uk.