Research into Xero data use guidelines

Here are details of our market research into our proposed customer data use guidelines.

Xero market research into customer data use guidelines

We’re conducting some market research to help inform and refine Xero’s approach to customer data. This is an important topic and for Xero, understanding the thoughts and concerns of our customers is critical to our approach around customer data. We’re seeking input from Xero customers about content and terminology in our proposed data use guidelines.

We’ve commissioned independent market research company, Ipsos, to conduct some paid interviews with customers, like you. This research will help us understand what Xero customers think about how customer data is being managed and used at Xero now and in the future.

What do research participants need to do?

Xero customers, who nominate themselves and who are subsequently selected on the basis of their answers within the Ipso-managed recruitment survey, will be emailed to arrange a phone interview which will take up to 1 hour.

The Ipsos researchers are senior consultants who will be conducting qualitative interviews in an open-ended, conversational manner.

Participants are not required to do any pre-work.

What’s in it for research participants?

This research gives participants the opportunity to have direct input into Xero's proposed data use guidelines and Xero's approach to customer data, as well as receiving an Amazon voucher as a token of our appreciation.

Are respondents’ identities and answers confidential?

As Ipsos will be conducting the research, Xero will not know who participates in the research nor will Xero be shown any statements or related interview content that could identify participants. Ipsos adheres to the professional industry guidelines of ESOMAR as well as its data protection obligations under GDPR.

Who do I contact if I have questions about this?

If you have any concerns, questions, or general feedback, please contact Dale McCarter at Xero, on or Jonathan Dodd, the Research Director managing the project at Ipsos, on