Wine Behaviour (Pty) Ltd
Company registration number 2026/562464/07
Pinelands, Cape Town, South Africa, 7405
info@winebehaviour.com • winebehaviour.com
Policy Pack
VERSION 1.0
EFFECTIVE 1 JULY 2026
Contents
1. Privacy Policy (POPIA)
Website, enquiry, client, supplier and research-contact privacy practices.
2. Terms of Use
Conditions governing the use of winebehaviour.com and its public content.
3. Cookie Policy
Confirmed website technologies, categories and visitor controls.
4. Research Participant Privacy Notice
POPIA information for people screened for or participating in research.
5. Research Participant Information Sheet
Plain-English study information to support an informed decision.
6. Research Participant Consent Form
Core consent and separate choices for recording, quotations and contact.
7. Winery Participation Terms
Core commercial and research terms used with a project-specific schedule.
8. Research Ethics Statement
Wine Behaviour’s ethical commitments to participants, evidence and clients.
9. Research Principles
The practical principles guiding research decisions and recommendations.
Privacy Policy (POPIA)
Audience: Website visitors, enquiries, clients, suppliers and research contacts • Version 1.0 • Effective date: 1 July 2026
PURPOSE
Explains how Wine Behaviour collects and handles personal information under the Protection of Personal Information Act 4 of 2013 (POPIA).
1. Who we are
Wine Behaviour (Pty) Ltd (company registration number 2026/562464/07) is a South African wine consumer insights consultancy trading as Wine Behaviour
Our registered Information Officer is Dr Malilimalo Phaswana CA(SA), Director. Privacy and PAIA enquiries may be sent to info@winebehaviour.com.
2. Scope
This policy applies when you visit winebehaviour.com, contact us, join a mailing list, submit an enquiry, apply to participate in research, work with us as a client or supplier, or otherwise provide information to us. A study-specific Participant Privacy Notice gives more detail about research processing and takes priority if it provides more specific information.
3. Information we may collect
· identity and contact information, such as name, organisation, role, email address and telephone number;
· enquiry, correspondence, meeting and business relationship records;
· billing, payment and transaction information, excluding full card details where a payment provider processes them;
· website and device information, such as IP address, browser, approximate location, referral source, cookie identifiers and activity on the site;
· research recruitment and screening information, including age band, broad household income band, wine purchasing and consumption frequency, wine knowledge and professional wine-industry involvement;
· research data, which may include questionnaires, ratings, discussion contributions, audio recordings, transcripts and anonymised quotations; and
· any other information you choose to give us or that we are legally required to collect.
We do not ask for identity numbers, exact dates of birth, home addresses or other high-risk identifiers for ordinary consumer research unless they are genuinely necessary and separately explained.
4. Why and on what basis we process information
We process information only for a specific, lawful purpose and where POPIA permits it. Depending on the context, our justification may be consent, performance of or steps connected with a contract, compliance with law, protection of a legitimate interest, or pursuit of our or a third party’s legitimate interests where your rights do not override them.
· to respond to enquiries, prepare proposals and deliver contracted services;
· to recruit, screen, schedule, conduct and analyse research;
· to pay incentives and maintain necessary financial records;
· to communicate operational updates and, where permitted, relevant marketing;
· to operate, secure, troubleshoot and improve our website and services;
· to protect participants, clients, Wine Behaviour and the public, and to prevent misuse or fraud; and
· to meet tax, accounting, legal, regulatory and record-keeping duties.
5. Research information
We separate contact details and signed consent from research responses where practicable and assign a participant code such as WB-001. Pseudonymised data can still be personal information if it can be linked back to a person. We report findings in aggregate or de-identified form unless you have expressly agreed to be identified.
6. Sharing information
Only the Information Officer currently has routine access to participant and client information. Where necessary for a stated purpose, we may share the minimum required information with Framer; Cloudflare; Google, including Google Forms, Google Drive and Google Analytics; Meta; Brevo; Apple iCloud Mail; Microsoft Teams; OpenAI/ChatGPT; Lumivero/NVivo; professional advisers; a commissioning client where the study notice permits it; and regulators, law-enforcement bodies or courts where lawfully required. We require appropriate confidentiality, security and data-processing protections and do not sell personal information.
7. International transfers
Some providers, including Framer, Cloudflare, Google, Meta, Brevo, Apple, Microsoft, OpenAI and Lumivero, may store or access information outside South Africa. Before a cross-border transfer, we will use a mechanism permitted by POPIA, such as an adequate legal protection, a binding agreement providing an appropriate level of protection, consent where suitable, or another lawful basis. Provider locations and sub-processors may change; current details are available from us on request.
8. Retention
We keep information only for the stated purpose, a compatible lawful purpose, or a legal or contractual record-keeping requirement. Unsuccessful screening records are normally deleted within three months after recruitment closes. Participant contact details and code keys are deleted within 24 months after study completion; audio recordings within 12 months after final report delivery; and identifiable transcripts within 24 months, by deletion or effective de-identification. Signed consent forms are retained for five years. Future-research contact details are retained until opt-out or 24 months of inactivity. Contracts and financial records are retained for the period required by law. Properly de-identified findings may be retained indefinitely for research learning and benchmarking.
9. Security and incidents
We use reasonable technical and organisational safeguards appropriate to the information and risks, including access controls, strong authentication, encrypted or protected storage where available, limited permissions, backups, confidentiality commitments and secure deletion. No system is completely secure. If there are reasonable grounds to believe personal information has been accessed or acquired by an unauthorised person, we will investigate and notify the Information Regulator and affected data subjects as required by POPIA, subject to lawful delay.
10. Your rights
· ask whether we hold personal information about you and request access, subject to lawful procedures and limits;
· ask us to correct or delete inaccurate, irrelevant, excessive, outdated, incomplete, misleading or unlawfully obtained information;
· object to processing on grounds allowed by POPIA, or withdraw consent for future processing where consent is the basis;
· ask us to stop direct marketing; and
· complain to us or to the Information Regulator of South Africa.
To exercise a right, contact the Information Officer and provide enough detail to identify the relevant record. We may verify your identity and will respond within the time and process required by law. The Information Regulator’s current contact details should be confirmed at inforegulator.org.za before publication.
11. Children and alcohol-related research
Our wine research is intended only for adults aged 18 or older and may use a higher study-specific minimum age. We do not knowingly recruit children for alcohol tasting research. If we learn that a child’s information was collected in error, we will restrict and delete it as appropriate.
12. Direct marketing, cookies and links
We send electronic marketing only where permitted and provide a simple opt-out. Our Cookie Policy explains website technologies and choices. Third-party websites are governed by their own notices; linking does not make us responsible for their privacy practices.
13. Changes
We may update this policy when our practices or legal obligations change. We will publish the revised version with its effective date and give additional notice where a material change requires it.
Terms of Use
Audience: Visitors to winebehaviour.com • Version 1.0 • Effective date: 1 July 2026
PURPOSE
Sets the conditions for using the Wine Behaviour website and its publicly available content.
1. Acceptance and operator information
By using this website, you agree to these Terms of Use. If you do not agree, please stop using the site. The site is operated by Wine Behaviour (Pty) Ltd, company registration number 2026/562464/07, trading as Wine Behaviour. Website: winebehaviour.com. Email: info@winebehaviour.com. Wine Behaviour is not registered for VAT and does not publish a telephone contact number.
2. Information, not professional advice
Website content is general information about consumer research, wine behaviour and our services. It is not legal, medical, investment, tax or other regulated professional advice. Research examples and insights are context-dependent and should not be treated as guarantees of market performance or consumer behaviour.
3. Permitted use
You may view, download and print reasonable extracts for personal or internal business reference. You must not, without our written permission:
· copy, republish, sell, license or commercially exploit substantial website content;
· misrepresent our findings, remove attribution, or imply our endorsement;
· scrape, harvest, probe, disrupt, overload or attempt unauthorised access to the site or connected systems;
· upload malicious code or use the site unlawfully, fraudulently or in a way that infringes another person’s rights; or
· use Wine Behaviour trade marks, branding, research instruments or proprietary frameworks except as expressly permitted.
4. Intellectual property
Unless stated otherwise, Wine Behaviour or its licensors owns the website design, text, graphics, methodologies, research frameworks, instruments, analysis structures, report formats and branding. Winery names, labels, marks and supplied materials remain the property of their respective owners. No right is granted except the limited permission to use the site under these terms.
5. User submissions
You must have the right to send us any material you submit. You grant us a limited, non-exclusive right to use it only to respond to your request, evaluate or deliver services, administer a research activity, protect our rights, and comply with law. Confidential or research material is also governed by any applicable agreement and privacy notice.
6. Accuracy, availability and third-party links
We aim to keep the site useful and accurate but do not promise that every item is complete, current, error-free or continuously available. We may change or suspend the site. Third-party links are provided for convenience and do not amount to endorsement or control of those services.
7. Responsible wine communication
Wine-related content is intended for adults of legal drinking age. Nothing on the site encourages harmful or unlawful consumption. Please drink responsibly and do not drink and drive. Research participation rules and safety controls are set out in the relevant Participant Information Sheet.
8. Liability
To the fullest extent permitted by applicable law, we exclude liability for indirect, incidental, special or consequential loss arising only from use of, or inability to use, the public website. We do not exclude liability that cannot lawfully be excluded, including rights that apply under the Consumer Protection Act. Any paid services are governed by their specific agreement, which takes priority over this website clause.
9. Privacy
Our Privacy Policy and Cookie Policy explain how personal information and website technologies are handled. Please read them with these terms.
10. Governing law and disputes
South African law governs these terms. Before starting formal proceedings, you and Wine Behaviour should try in good faith to resolve a dispute by written notice and discussion for at least 15 business days, unless urgent relief is necessary. Subject to any mandatory consumer right, the courts of South Africa have jurisdiction.
11. General
If a provision is invalid or unenforceable, the remaining provisions continue. A delay in enforcing a right is not a waiver. We may update these terms by publishing a revised version; continued use after the effective date means the revised terms apply to future use.
Cookie Policy
Audience: Website visitors • Version 1.0 • Effective date: 1 July 2026
PURPOSE
Explains cookies and similar technologies used by the Wine Behaviour website and the choices available to visitors.
1. What cookies are
Cookies are small text files placed on a device when a website is used. Similar technologies include local storage, pixels, tags and software development kits. They may remember choices, support security, measure use or help deliver communications.
2. Our approach
Necessary technologies may operate because the website cannot function securely without them. Non-essential analytics, marketing and advertising technologies are activated only after the visitor makes the required choice. The website provides controls that allow visitors to reject non-essential cookies as easily as accepting them and to change their choice later.
3. Categories
Strictly necessary
Security, consent choices, forms and core operation
Usually session or short-lived
Required for the service
Functional
Remember settings or enhance requested features
Varies by provider
Consent where required
Analytics
Understand visits, performance and navigation in aggregate
Varies by provider
Consent before activation
Advertising
Measure campaigns or tailor advertising across services
Varies by provider
Consent before activation
4. Cookies currently used
Framer
Hosting, site operation and analytics
Necessary / Analytics
Provider-defined
Necessary features or consent
Cloudflare
DNS, security, hosting support and website analytics
Necessary / Analytics
Provider-defined
Necessary features or consent
Google Analytics
Audience and website-use measurement
Analytics
Provider-defined
Consent
Meta Pixel
Campaign measurement and advertising
Advertising
Provider-defined
Consent
Brevo
Mailing-list administration and marketing consent
Functional / Marketing
Provider-defined
Consent
5. Your choices
Use the website’s cookie settings control to accept, reject or change non-essential categories. You can also block or delete cookies through your browser, although doing so may affect requested features. Withdrawing consent does not make earlier lawful processing unlawful.
6. Third parties and changes
Third-party providers process information under their own terms and notices, subject to our contracts and legal duties. We may update this policy when technologies change. Contact info@winebehaviour.com with questions.
Research Participant Privacy Notice
Audience: People screened for or taking part in Wine Behaviour research • Version 1.0 • Effective date: 1 July 2026
PURPOSE
Gives study participants the specific POPIA information they need before providing screening or research data.
1. Who is responsible
Wine Behaviour (Pty) Ltd, company registration number 2026/562464/07, determines why and how the information described here is used and is the responsible party under POPIA. Its registered Information Officer is Dr Malilimalo Phaswana CA(SA), Director. Contact: info@winebehaviour.com.
The Study Schedule identifies any commissioning winery or client and states whether it is a separate responsible party, a joint decision-maker, or a recipient of de-identified results only. A client will not receive participant identities or contact details unless the Participant Privacy Notice expressly permits this and a lawful basis exists.
2. Study and purpose
The Study Schedule records the study title, objectives, client role, participant group, activities, timetable, incentive, tasting-safety arrangements, withdrawal cut-off and any applicable ethics-review details.
3. Information collected
· screening information: age band, broad household income band, wine consumption and purchasing frequency, wine knowledge, and relevant industry involvement;
· contact and scheduling details, consent choices and incentive-payment records;
· questionnaire answers, ratings and notes from blind and revealed tasting phases;
· contributions to facilitated group discussion about sensory quality, price–quality alignment, occasions, barriers, branding, provenance, story and sustainability credentials; and
· audio recordings and transcripts only if you separately consent to recording.
4. How information is used
We use screening data to assess eligibility and seek a reasonable balance across relevant participant characteristics. We use research data to analyse patterns and explain the drivers of perception, value and purchase intention. We may compare each wine’s blind and revealed responses and conduct exploratory comparisons across different wine propositions, while recognising differences in style, region, composition and price point.
5. Lawful basis and choice
We rely primarily on your informed consent for voluntary research participation and audio recording. We may rely on contract or legitimate interests for scheduling, incentive administration, security and project delivery, and on legal obligations for required records. You may refuse to participate without penalty. Refusing optional marketing or future-contact consent does not affect study eligibility.
6. Coding, confidentiality and access
We give you a code and keep the code key separately with restricted access. Only authorised Wine Behaviour researchers and necessary service providers may access identifiable information. The commissioning winery normally receives aggregate findings, de-identified quotations and analysis, not participant names or contact details, unless this notice expressly says otherwise and you agree.
Because group discussion involves other participants, we ask everyone to keep what they hear confidential, but we cannot absolutely guarantee that another participant will comply. Please avoid sharing information you would not want others in the room to know.
7. Recording, transcription and AI-assisted tools
If you consent, sessions may be recorded using Microsoft Teams and transcribed or organised with authorised tools. Wine Behaviour may use OpenAI/ChatGPT to assist with transcription, organisation or coding and Lumivero/NVivo for research analysis. Participant information will be de-identified or pseudonymised before submission to ChatGPT wherever practicable. Names, contact details, signed consent forms and the participant identity key will not be uploaded to ChatGPT. Wine Behaviour remains responsible for provider assessment, access controls and human review of every interpretation, conclusion and recommendation.
8. Retention and deletion
Screening information for people not selected is normally deleted within three months after recruitment closes, unless they separately opt into future opportunities. Contact details and participant code keys are deleted within 24 months after study completion. Audio recordings are deleted within 12 months after final report delivery. Identifiable transcripts are deleted or effectively de-identified within 24 months. Signed consent forms are retained for five years. Future-research contact details are retained until opt-out or 24 months of inactivity. Properly de-identified findings may be retained indefinitely for research learning and benchmarking.
9. Withdrawal
You may stop participating at any time without penalty. The Study Schedule explains how withdrawal affects any incentive and gives the deadline for requesting removal of identifiable data. After information has been irreversibly de-identified, combined into aggregate analysis or delivered in a report, it may no longer be possible to locate or remove an individual contribution.
10. Case studies and public use
We may use genuinely de-identified themes or quotations for research learning or an anonymised case study where the approved purpose and consent allow it. We will not publish your name, image, voice or other identifying information without separate explicit consent. Identifiable winery material is governed by the Winery Participation Terms.
11. Rights and complaints
You may request access, correction or deletion; object where POPIA allows; withdraw consent for future processing; or complain. Contact the Information Officer first if you are comfortable doing so. You may also complain to the Information Regulator of South Africa; verify its current contact details at inforegulator.org.za.
Sample Research Participant Information Sheet
Audience: Prospective study participants • Version 1.0 • Effective date: 1 July 2026
PURPOSE
Explains the study in accessible language so a person can decide freely whether to participate.
INFORMATION SHEET NOTE
This document is a draft information sheet. Clauses will be tailored to a specific study’s details.
Study details
The Study Schedule records the study title, objectives, client role, participant group, activities, timetable, incentive, tasting-safety arrangements, withdrawal cut-off and any applicable ethics-review details.
Lead researcher: ________________________________________________________________________
Venue / online platform: ________________________________________________________________________
Session date and duration: ________________________________________________________________________
Research contact: ________________________________________________________________________
Why are we doing this study?
Wine Behaviour conducts consumer research to understand how people experience, evaluate and choose wine. The Study Schedule describes the particular research question. Depending on the design, the research may examine sensory response, perceived quality, value, purchase intention and the influence of branding, packaging, provenance, story or sustainability information. Research will not be presented as a competition or causal test unless the agreed method genuinely supports that conclusion.
Why have I been invited?
You have been invited because you appear to meet the participant criteria stated in the Study Schedule. Criteria may differ between projects and may include age, wine consumption or purchasing behaviour, wine knowledge, demographic characteristics or relevant professional involvement. Wine tasting research is limited to adults aged 18 or older and may use a higher study-specific minimum age.
What will happen?
1. You will complete or confirm a short screening questionnaire and consent choices.
2. You may taste selected wines blind and record initial sensory, quality, value and purchase-intention responses.
3. You may complete a wine-differentiation exercise and discuss how you describe the wines.
4. After a brand reveal, you may review labels, price, provenance, winery story and relevant sustainability information, then record final responses.
5. A facilitator will lead a group discussion. With separate consent, the session will be audio-recorded for accurate transcription and analysis.
Wine tasting and safety
· You must be at least 18 years old and meet the study’s higher minimum age, if any.
· Tell the researcher before the session about allergies, intolerances, pregnancy, medication, health conditions or recovery considerations that may make tasting unsuitable. You may choose not to disclose details and simply decline participation.
· Spittoons, drinking water and neutral food should be available. You may spit rather than swallow and may stop tasting at any time.
· Do not drive if you have consumed alcohol. Transport arrangement: the transport and alcohol-safety arrangements stated in the Study Schedule. Wine Behaviour will not pressure anyone to consume a full sample.
Possible risks or discomforts
Possible risks include alcohol effects, an allergic or adverse reaction, sensory fatigue, discomfort discussing income or purchasing behaviour, loss of privacy, and hearing views from other group members. We reduce these risks through small controlled pours, water and food, voluntary questions, participant codes, limited data access and clear group rules. Emergency or venue procedure: The current service providers are Microsoft Teams, OpenAI/ChatGPT, Google Drive and Lumivero/NVivo.
Benefits and payment
You may not benefit personally, but your input may help wineries understand consumers more responsibly. Any incentive, its payment method, when it is earned and the effect of early withdrawal are stated in the Study Schedule. An incentive compensates time and inconvenience; it is not payment for agreeing with any viewpoint.
Is participation voluntary?
Yes. You may decline any question, decline a wine sample, take a break or leave. There is no penalty for deciding not to participate. The limits on removing data after de-identification or reporting are explained in the Participant Privacy Notice.
Confidentiality and group sessions
We use participant codes and report themes, aggregated results or de-identified quotations. We ask all participants to respect confidentiality, but cannot guarantee what another group member may later repeat. Please do not reveal another participant’s identity or comments outside the session.
Questions, concerns or complaints
For study questions, contact the lead researcher named in the Study Schedule via info@winebehaviour.com. Privacy requests may be directed to Dr Malilimalo Phaswana CA(SA), Information Officer, at the same address. Where a study is reviewed by a Research Ethics Committee or another independent reviewer, the Study Schedule will provide that body’s contact and complaint process before recruitment. Wine Behaviour will not state or imply ethics approval unless written approval applies to the particular study.
Sample Research Participant Consent Form
Audience: Eligible participants who have read the Information Sheet and Privacy Notice • Version 1.0 • Effective date: 1 July 2026
PURPOSE
Records informed, specific and voluntary consent. Complete one form per participant and give the participant a copy.
CONSENT FORM NOTE
This document is a draft consent form. Clauses will be tailored to a specific study’s details.
Study and participant
The Study Schedule records the study title, objectives, client role, participant group, activities, timetable, incentive, tasting-safety arrangements, withdrawal cut-off and any applicable ethics-review details.
Participant code: ________________________________________________________________________
Participant full name: ________________________________________________________________________
Session date: ________________________________________________________________________
Core consent
☐ I confirm that I am at least 18 and meet the study’s stated age requirement.
☐ I have read and understood the Participant Information Sheet and Participant Privacy Notice, and had an opportunity to ask questions.
☐ I understand the purpose, activities, approximate duration, possible risks, safeguards and incentive arrangements.
☐ I understand that participation is voluntary and that I may skip a question or wine sample, take a break or stop without penalty.
☐ I understand the practical limits on removing data after it has been irreversibly de-identified, combined into analysis or reported.
☐ I agree to take part in this study and to the processing of my information as explained in the notices.
☐ I agree to keep other participants’ identities and discussion contributions confidential.
Separate choices
YES ☐ NO ☐ I consent to audio recording and transcription of the session.
YES ☐ NO ☐ I consent to the use of de-identified quotations in the client report and related research outputs.
YES ☐ NO ☐ I consent to genuinely de-identified themes or quotations being used in an anonymised educational case study.
YES ☐ NO ☐ I would like to be contacted about future Wine Behaviour research opportunities.
YES ☐ NO ☐ I would like to receive Wine Behaviour marketing or news.
The future-research and marketing choices are optional and do not affect participation. Audio recording must not be treated as agreed unless YES is marked. If NO is marked for recording, the researcher must confirm whether a non-recorded alternative is feasible before the session begins.
Participant declaration
Participant signature: ________________________________________________________________________
Date and time: ________________________________________________________________________
Researcher declaration
I confirm that I explained the study, answered questions, checked that the participant appeared to understand the information and made a voluntary choice, and gave or offered the participant a copy of the signed form.
Researcher name: ________________________________________________________________________
Researcher signature: ________________________________________________________________________
Date and time: ________________________________________________________________________
Withdrawal request channel
Contact info@winebehaviour.com before the withdrawal cut-off stated in the Study Schedule and quote your participant code. Signed forms must be stored securely and separately from research-response data.
Winery Participation Terms
Audience: A winery supplying products, information or support for a Wine Behaviour study • Version 1.0 • Effective date: 1 July 2026
PURPOSE
Provides a balanced starting framework for winery participation. Attach a signed Project Schedule for each engagement.
CONTRACT NOTE
This document is a draft commercial agreement. Legal review is strongly recommended. Clauses on fees, liability, insurance, product handling, tax, cancellation, IP and disputes must be tailored to the actual project and cannot safely be finalised in a generic pack.
1. Parties and agreement
These terms are between Wine Behaviour (Pty) Ltd, company registration number 2026/562464/07 (Wine Behaviour), and the winery identified in the signed Project Schedule (Winery). They apply with that Project Schedule. If there is a conflict, the Project Schedule prevails for the relevant project. The agreement begins on the later signature date.
2. Project Schedule
Study title and objective: ____________________________________________________________
____________________________________________________________________________________________
Research phases and sample: ____________________________________________________________
____________________________________________________________________________________________
Products and quantities: ________________________________________________________________________
Deliverables: ____________________________________________________________
____________________________________________________________________________________________
Milestones and dates: ________________________________________________________________________
Fees, VAT and payment terms: ________________________________________________________________________
Approved winery contacts: ________________________________________________________________________
Confidentiality exceptions or embargo: ________________________________________________________________________
Case-study permission, if any: ________________________________________________________________________
3. Purpose and methodological boundaries
The Project Schedule defines the objective, participants, research phases, products, quantities, deliverables, timetable and commercial terms. Unless it expressly establishes a controlled comparative design, cross-wine comparisons are exploratory. Wine Behaviour will not present an output as an objective ranking or proof of causation unsupported by the design. Sustainability or regenerative-farming messaging is considered within the overall proposition unless the agreed design genuinely isolates its effect.
4. Wine Behaviour responsibilities
· design and conduct the agreed research with reasonable care, independence and professional judgement;
· recruit and screen eligible adult participants and seek reasonable balance across agreed characteristics where practicable;
· obtain appropriate participant information and consent, implement tasting safety measures and protect personal information;
· analyse the evidence honestly, state material limitations and distinguish findings from interpretation;
· provide the deliverables in the agreed format and timetable, subject to dependencies and approved changes; and
· keep Winery Confidential Information secure and restrict access to authorised persons.
5. Winery responsibilities
· supply the agreed wine samples on time, in sound condition, from agreed vintages or batches, with lawful labels and storage or service instructions;
· provide accurate product, pricing, provenance, sustainability and marketing information, and promptly correct inaccuracies;
· identify confidential and commercially sensitive information and any material product-safety issue;
· ensure it has rights to materials supplied and permission for Wine Behaviour to use them for the project;
· review drafts within the agreed period for factual accuracy and confidentiality, without seeking to suppress unwelcome evidence; and
· pay fees and approved expenses according to the Project Schedule.
6. Samples, compliance and safety
Ownership and risk in samples pass as stated in the Project Schedule. Unless agreed otherwise, unused opened samples may be disposed of and unopened samples returned, retained for quality checks or disposed of after completion. The Winery warrants that supplied products may lawfully be provided for the agreed research and discloses known allergens or safety information. Neither party will encourage irresponsible consumption. Wine Behaviour controls session pours, spitting options, water, food and transport precautions.
7. Confidentiality
‘Confidential Information’ means non-public commercial, technical, research or personal information disclosed for the project, including unreleased products, pricing strategy, product data and draft findings. The receiving party will use it only for the project, protect it with reasonable care and disclose it only to authorised people who need it and are bound by confidentiality. Exclusions and the confidentiality period are stated in the Project Schedule; trade secrets and personal information remain protected for as long as law requires.
8. Personal information
Each party is responsible for personal information for which it determines purpose and means. Wine Behaviour will not give participant contact details or identity-linked responses to the Winery unless the Participant Privacy Notice expressly allows it and a lawful basis exists. If one party processes personal information for the other, the parties will record appropriate operator instructions, security duties, incident assistance, deletion or return, sub-operator controls and cross-border safeguards.
9. Intellectual property
Each party keeps ownership of material it owned or developed independently before the project. The Winery owns its brands, labels, product information and marketing material. Wine Behaviour owns its pre-existing and generalisable methodologies, instruments, templates, analysis frameworks, know-how and report formats. On full payment, the Winery receives a non-exclusive, perpetual licence to use final project-specific deliverables internally and for agreed business purposes. Raw participant data, identity keys and audio are not delivered unless lawfully agreed in writing.
10. Findings, publicity and case studies
The Winery may quote final findings publicly only accurately, with context and attribution to Wine Behaviour, and without disclosing another winery’s confidential information or implying endorsement. Material extracts should be approved for accuracy before publication: under the approval process stated in the Project Schedule.
Wine Behaviour may create a genuinely anonymised educational case study from non-identifying findings only where this is compatible with participant information and consent. No winery name, wine name, label, recognisable image or commercially sensitive information will be published without the Winery’s prior written consent. Any identifiable case-study proposal must be supplied for review under the approval period in the Project Schedule. Silence is not consent.
11. Independence and review
The Winery may correct factual errors and identify confidential material. Wine Behaviour retains responsibility for analysis and will not alter supported findings merely because they are unfavourable. Material scope or method changes require written agreement. Draft review is not a right to identify participants or edit their quotations misleadingly.
12. Fees, changes and cancellation
Fees, deposits, expenses, tax treatment, payment deadlines, late payment, rescheduling, cancellation and non-refundable commitments are stated in the Project Schedule. A requested scope change must be agreed in writing, including its impact on method, cost and timing, before implementation.
13. Warranties, liability and insurance
Each party warrants that it has authority to enter the agreement. Wine Behaviour will perform the services with reasonable care but does not guarantee a particular finding, sales result or regulatory outcome. Any liability cap, exclusions and insurance requirements must be expressly agreed in the Project Schedule and remain subject to rights and liabilities that cannot lawfully be excluded.
14. Termination
A party may terminate for a material breach not remedied within the remedy period stated in the Project Schedule after written notice, insolvency, illegality, or a serious participant-safety or research-integrity risk. Confidentiality, privacy, IP, accrued payment, liability and dispute provisions survive as appropriate.
15. Disputes, law and notices
Senior representatives will first try in good faith to resolve a dispute within 15 business days after written notice. The next dispute-resolution step and any chosen court jurisdiction are stated in the Project Schedule. South African law governs. Nothing prevents urgent court relief.
16. General
The agreement is the entire agreement for its subject, changes must be written and signed, invalid provisions are severed, and neither party may cede material rights without consent except as lawfully agreed. The parties are independent contractors; neither may bind the other. Electronic signatures and counterparts may be used where lawful.
Signatures
For Wine Behaviour — name and role: ________________________________________________________________________
Signature and date: ________________________________________________________________________
For Winery — name and role: ________________________________________________________________________
Signature and date: ________________________________________________________________________
Research Ethics Statement
Audience: Participants, winery partners, clients and the public • Version 1.0 • Effective date: 1 July 2026
PURPOSE
States the ethical standards Wine Behaviour applies to commercial consumer research.
Our commitment
Wine Behaviour conducts consumer research with respect for participants, evidence and the wine businesses that entrust us with their products and questions. We are guided by the National Health Research Ethics Council’s South African Ethics in Health Research: Principles, Processes and Structures (2024), where relevant to the research. Legal compliance is the baseline, not the full measure of ethical practice.
Voluntary, informed participation
We give prospective participants clear information about purpose, activities, risks, payment, recording, privacy and withdrawal before consent. We avoid coercion and separate optional choices—such as recording, future contact and marketing—so that consent is meaningful.
Adult participation and responsible tasting
We recruit adults only for wine tasting and may set a higher study-specific minimum age. We use controlled pours, offer spitting, water and food, allow people to decline any sample, and plan against drinking and driving. Safety takes priority over completing a protocol.
Privacy, confidentiality and dignity
We collect only what is relevant, use participant codes, separate identifiers from responses, restrict access and report in aggregate or de-identified form. We recognise that confidentiality in a focus group cannot be guaranteed absolutely and explain that honestly.
Independence and research integrity
We do not promise a preferred result. We preserve the difference between observation, interpretation and recommendation; state important limitations; avoid unsupported causal or ranking claims; and do not disguise commercial interests. Clients may correct facts and identify confidential information, but may not suppress supported findings.
Methodological honesty
Where wines differ in style, region, composition or price, we interpret comparisons accordingly. We distinguish within-wine blind-versus-revealed changes from exploratory cross-wine comparison. We do not claim to isolate sustainability, story, packaging or another attribute unless the design genuinely supports isolation.
Fair representation
We represent participant voices faithfully, including minority or inconvenient views, and do not use selective quotation to create a misleading narrative. Incentives compensate time and inconvenience; they do not buy a favourable opinion.
Technology and human accountability
Technology, including AI, may support transcription, organisation or coding after appropriate privacy and security assessment. It does not replace researcher accountability. Human review governs interpretation, conclusions and recommendations.
Conflicts, corrections and accountability
We identify and manage material conflicts of interest. If we discover a significant error, privacy incident or integrity concern, we investigate, communicate with affected parties as appropriate and correct the record. We do not claim institutional ethics approval unless it has actually been granted in writing for the specific study.
Research Principles
Audience: Everyone who works with or relies on Wine Behaviour research • Version 1.0 • Effective date: 1 July 2026
PURPOSE
Sets out the practical principles that shape Wine Behaviour’s research decisions and client work.
Consumer first
We seek to understand people as they naturally experience, choose and talk about wine. We design for accessibility, psychological safety and responsible participation.
Independence
Commercial sponsorship shapes the question, not the answer. Findings remain grounded in the evidence, including results a client did not expect.
Confidentiality by design
We minimise personal and commercial information, use participant codes, separate identifiers, limit access and plan retention before collection begins.
Scientific rigour
We draw on established qualitative, behavioural, sensory and value-research methods, match claims to the design and make limitations visible.
Context before ranking
Wine propositions differ. We focus on why perceptions change and what drives response, rather than reducing nuanced evidence to a simplistic winner.
Practical insight
Research should lead to useful choices. We connect evidence to clear, proportionate recommendations without overstating certainty.
Transparency
Participants and clients should understand what we are doing, why, who is involved, how technology is used and what will happen to information.
Respect for every bottle and voice
We respect consumers, wineries, producers and the stories behind each wine. We listen carefully and report without ridicule, manipulation or tokenism.