Privacy policy

Thank you for visiting and for your interest in Innovative Consumer Research (ICR). The Website (also, “our Website” or “our Site”) is owned and operated by Innovative Consumer Research (collectively, “ICR,” “we,” or “our”). The following is a description of the kinds of information ICR may collect online through the Website, how we use and share that information, the steps we take to protect it, and the choices you may have to control the use or disclosure of your information (collectively, “Privacy Policy” or “Policy”).

We encourage you to read this Privacy Policy before you provide ICR any of your personal information. If you have any questions or concerns regarding this Privacy Policy, please contact us by selecting Contact Us menu item or by calling 800-991-3388.

What does this Privacy Policy apply to?

Subject to the exceptions listed below, this Privacy Policy applies to any information collected from you online through

This Policy does not generally apply to information collected from you by ICR offline (such as through a phone call or in-person visit), unless we either: (i) combine such information with data collected from you online; or, (ii) specifically reference this Policy on the relevant offline form or at the time your information is collected offline.

Special Note to Non-U.S. Visitors

The Website is intended for residents of the United States only, and we may take certain measures (such as IP Address blocking) to limit access to these resources by only such users. For this reason, this Privacy Policy is only intended to meet the laws and requirements of the United States, which may not necessarily be consistent with the laws and regulations of your home country. Any information you provide us through will be treated in accordance with this Privacy Policy.

Your Acceptance / Changes to this Privacy Policy

By using the Website and/or signing up via to participate in consumer panels, you agree to accept the practices described in this Privacy Policy. If you do not agree with these practices, please do not use these services. We reserve the right to make changes to this Policy at any time. If we do make changes, the changes will be posted on this page and we will indicate at the top of this Policy when the changes went into effect. If we want to materially change how we use your previously collected personal information, we will notify you by email or other forms of communication (e.g., postal mail, phone), and may give you a choice to consent to or opt-out from the desired changes. Your inaction or continued use of or receipt of benefits from the Website after any such notices, or your explicit consent to any changes for which we require your prior approval, will signify your agreement with these changes. We encourage you to come back to our Site and review this Privacy Policy frequently so that you are constantly aware of our most current privacy practices.

What types of information do we ask you to provide?

To simply browse our Website, we do not ask you to provide any information. However, if you wish to participate in consumer panels, we may ask you to provide certain personal and/or demographic information. Personal information (as used in this Policy) refers to any information that can be used to personally identify you or contact you online or offline. This may include, for example, your name and children’s names, postal address, email address, and phone number. Demographic information (as used in this Policy) includes any non-identifiable information about you or your children, such as your gender and children’s genders, birthdates or expected due dates, and information about your baby food buying habits, product and brand preferences, feeding styles, work status or professional credentials, and other related information.

Personal and/or demographic information is only collected from you with your knowledge (i.e., if you voluntarily provide it to us) via the “sign up” page.

Please note that if demographic is collected for an activity that also requires personal information, we may combine and store your demographic information together with your personal information. We may also enhance and update the information we’ve collected about you with information we acquire from you through other means and/or from third party sources. Combining your data in this manner allows us to personalize your experience on our Website. For more on how we use your information, please refer to "How do we use the information you give us?" section below.

How do we use the information you give us?

Generally, all information collected from you is used and stored for the purposes for which the information was originally provided or as otherwise stated at the point of collection or in this Privacy Policy. For example, if you sign up to participate in one of our consumer panels, your information may be used to contact you about participation in one of our consumer panels.

Under certain circumstances, the information you give us may be handled in a manner slightly different than what is described above. For example:

Contact Forms– If you contact us through one of our online contact forms (e.g., Contact Us, or Click-to-Talk feature), your information is used to respond to your specific questions or requests, and in some instances, to post the answers to your questions in anonymous form on our Website for reference by other consumers. The information you provide through one of our Contact forms will not be used for any other purpose, unless you specifically authorize us to do so.

Do we use cookies or other automated technologies to collect information?

Like many other sites on the Internet, our Website may use a variety of standard web technologies to automatically collect certain information about your visit to our Site and, in return, provide you a more pleasant, convenient, and personalized experience during future visits to our Site. Examples of the types of technologies we use and how we use them are provided below.


"Cookies" are small text files or record-keeping devices that websites often store on a user's computer, and that generally come in two forms: session cookies and persistent cookies. We may use both session and persistent cookies on our Site. A session cookie (which expires at the end of your visit) may be used to gather basic information about your visit to our Site, such as the date and time of your visit, the length of your visit, and the pages/images you viewed during your visit. This information allows us to assess (in aggregate form) how our Site is being used and, in turn, improve its contents and functionality. A persistent cookie (which remains on your computer for a longer period of time) may be used to remember the content you previously viewed on our Site and/or certain personal information you provided when registering during an earlier visit to our Site (e.g., your name, email address, child’s name, child’s expected or actual date of birth, etc.). This allows us to (among other things) personally greet you by your name when you come back to our Site and to display content and information that is tailored to the progress of your pregnancy, child’s growth, or other interests. In addition, a session cookie will save you the time of having to re-register or re-enter information every time you come back to our Site or try to login to access member-only areas. We do not use cookies to collect personal information; however, as explained above, we may use cookies to store – in encrypted form – certain personal information you provided during an earlier visit to our Site.

You can always disable cookies or set your browser to alert you when cookies are being sent to your computer; however, if you do so, you may not be able to register online for the SHSH Resource Center or use other features on our Site.

Log Files

We may also collect and store information in the form of web logs – i.e., files that record general activity on our Website and gather non-identifiable statistics about your browsing patterns on our Site. The information we collect and store in log files may include (among other things): (i) the type of browser and operating system you use; (ii) your computer’s IP Address; and, (iii) other information about your online visit (e.g., URL you came from to get to our Site, date and time of your visit, and which pages you viewed and for how long). Some of this information may be captured by log files in conjunction with the use of cookies. In addition to using log file information to better understand how our Site is used and to improve its functionality, we may use certain log file information (such as your computer’s IP address) together with personal information (if necessary) to troubleshoot technical problems, help ensure the security of our Website, or prohibit or restrict certain users from accessing our Site or certain features on our Site.

Web Beacons

We may also use web beacons (or clear GIFs) on our Website or include them in an email message we send you. Web beacons (also known as “web bugs”) are small strings of code that provide a method of delivering a graphic image on a web page or in an email message for the purpose of transferring data back to us. The information collected via web beacons may include some of the information described in the Log Files section above, as well as information about how a user responds to an email campaign from ICR (e.g., the time the email is opened, where does the user link to from the email, etc.). We use web beacon information for a variety of purposes, including but not limited to, site traffic reporting, unique visitor counts, advertising and email auditing and reporting, and personalization.

Do we share your personal information?

ICR may share the information you provide us, including your personal and/or demographic information, in the following situations:

Agents and Contractors

We may use affiliated and/or outside companies, agents, or contractors (“vendors”) to provide support for the internal operations of our Website. In the course of doing so, these vendors may be allowed to collect information (including personal information) from you or to process your information on our behalf. These vendors are only given access to the information they need in order to perform the specific tasks they’ve been hired to do, and are prohibited from using your personal information for any other purpose.

California Residents: Your California Privacy Rights

If you are a California resident, you may have the right to request and receive certain information about our disclosure of your personal information to third parties for their direct marketing purposes, and your choices with respect to such disclosures. However, because it is our policy not to share your personal information with third parties unless you are first given the opportunity to opt-out from such sharing (and this policy is clearly disclosed above), we are exempt from having to meet this requirement. If you still wish to learn more about your California privacy rights, please contact us using the contact information provided at the top of this Policy.

Legal and Business Transfers

We may disclose your personal information if we are required to do so by law, or if in our good faith judgment, such action is reasonably necessary to comply with legal processes, respond to any claims, or protect the safety or rights of ICR, our consumers, or the public.

In the event of a merger or acquisition of all or part of ICR or our parent company by another company, or in the event ICR or our parent company were to sell or dispose of all or a part of the ICR business, the acquirer may have access to the information previously maintained by ICR, which could include your personal information. Similarly, any information in our possession, including your personal information, may be transferred to a third party entity as part of a corporate reorganization, insolvency proceeding, or other similar event.

Aggregate Information

From time to time, we may share your demographic information in anonymous and aggregate form with third party companies for the purpose of assessing overall trends about our consumers and conducting demographic and research studies. This information does not contain any of your personal information and is only shared in a bundled format. The information shared for these purposes may include non-identifiable information captured through the use of cookies or other similar web technologies, as described in the sections above.

What measures do we take to protect your personal information?

ICR takes a variety of measures to protect the confidentiality and security of your personal information. These measures include, but are not necessarily limited to, the following:

  • We store your personal information in secure operating environments that are not available to the public (e.g., behind industry standard firewalls);
  • With respect to ICR employees and vendors, your personal information is only accessible to authorized individuals on a strict need-to-know basis only;
  • We verify the identity of all registered users before they can access the personal information we maintain about them; and,
  • We do not collect financial information such as credit card numbers through our Website.

How can you opt-out from ICR communications or access and update your information?

The following outlines the choices you may have with respect to opting-out from ICR communications, or accessing and updating the information we’ve stored about you:

You always have the option not to give us any of your personal information. However, if you choose this option, you will not be able to participate in consumer panels, unless you register via offline means.

To update your personal and/or demographic information, please contact us.

Please note that regardless of your opt-out selections, we reserve the right to continue sending you administrative or operational communications, such as important email confirmations (e.g., relating to a consumer survey that you may participate in) or updates to our Site (e.g., updates to our legal terms or privacy policy, site maintenance, etc.).

Do we collect information from children under 13?

ICR does not knowingly solicit or collect personal or other information from children under the age of 13 through Our Site is intended for adults and parents/caretakers of babies and children. If we learn at any time that we have inadvertently collected personal information from a child, we will promptly delete the information from our records.


Innovative Consumer Research is a leading research facility in West Michigan that is devoted to gathering opinions about food and beverage products.

Our Address

Meadowbrook Business Park
5300 Corporate Grove Drive SE, Suite 100
Grand Rapids, MI 49512