Professional Standards

A global voice, promoting and protecting the market research industry.

Protecting Market Research

Protecting and promoting the data, research and insights industry is ESOMAR’s key mission. We work together with local associations and legislators around the world to ensure the market and opinion industry is being represented as one voice. And, lobbying for the continued use of market, social and opinion research as an effective decision-making tool in the public and private sector, is at the forefront of what we do.

So what does that mean?

ESOMAR uses its ‘industry voice’ to ensure the opinion of its members is heard around the world where it is most important – such as issues that could affect how market research is carried out on a national or international level.

We also help our members understand and anticipate key legal issues that may impact on their work, through webinars, guidelines or newsletters – our members hear about the changes exclusively before anyone else.

Learn more about ESOMAR advocacy and the latest on data privacy…

 

Professional Standards & Industry Best Practices

ESOMAR works with its members, industry figures and other market research associations to ensure the data, research and insights industry is ethical and trusted by the public. Essentially, ensuring researchers are carrying out trustworthy research.

All ESOMAR members agree to, and sign, the ICC/ESOMAR Code on Market and Social Research – a code jointly developed with the International Chamber of Commerce, and one that is used by more than 60 market research associations worldwide. The Code and guidelines are also linked to a complaints service that ESOMAR handles, where anyone can file a complaint if they think an ESOMAR member has breached the Code.

Resources

ESOMAR has a number of useful guidelines and factsheets for researchers, and those interested in market research, to help them in their everyday work, or when addressing legal, ethical and practical considerations.

Below you will find a number of handy resources, free to download. Access the full selection of ESOMAR guidelines and resources HERE

 

ICC/ESOMAR Code of Conduct

The ICC/ESOMAR Code on Market and Social Research, developed jointly with the International Chamber of Commerce, sets out global guidelines for self-regulation for researchers and has been undersigned by all ESOMAR members and adopted or endorsed by more than 60 national market research associations worldwide and is available in 15 languages.

 

ESOMAR/GRBN ONLINE RESEARCH GUIDELINE

Designed to help researchers address legal, ethical and practical considerations in using
new technologies when conducting research online.

 

ESOMAR/GRBN GUIDELINE ON ONLINE SAMPLE QUALITY

Helps researchers and clients understand how the changing features of online sampling, from online panels to routers to exchanges, and emerging quality assurance practice can improve data quality.

 

ESOMAR Data Protection Checklist

This practical ESOMAR Data Protection Checklist translates data privacy regulations into everyday terms used by market, social and opinion researchers to guide you on your responsibilities within a global data protection framework and help you identify if there are gaps in your company's privacy protections.

 

ESOMAR GUIDANCE FOR MOBILE RESEARCH

Mobile technology opens research to a new world of opportunities but it also brings new challenges. ESOMAR has developed resources designed to help you navigate these new waters.

 

ESOMAR Guideline on Social Media Research

This guideline covers the collection of social media data for market, opinion or social research purposes. It recognises that there are many different activities enabled by social media and that these varied activities necessarily have different implications for consumers and those who make use of social media.

 

ESOMAR Data Protection Checklist

This practical ESOMAR Data Protection Checklist translates data privacy regulations into everyday terms used by market, social and opinion researchers to guide you on your responsibilities within a global data protection framework and help you identify if there are gaps in your company's privacy protections.

 

24 QUESTIONS TO HELP BUYERS OF SOCIAL MEDIA RESEARCH

These questions are intended to help buyers and users of social media research consider issues which influence whether a social media listening tool is fit for purpose in relation to their particular objectives whether qualitative, quantitative, or both. ALSO IN SPANISH.

 

28 QUESTIONS TO HELP BUYERS OF ONLINE SAMPLES

These questions are designed to provide a standard set of questions a buyer can ask to determine whether a sample provider’s practices and samples fit with their research objectives. The questions help research buyers think about the issues relating to online samples. ALSO IN SPANISH.

1
1

Why is the ICC/ESOMAR Code important?

Undersigning and complying to the ‘ICC/ESOMAR International Code on Market and Social Research,’ ensures international professional recognition for your business. And because the Code has been adopted and endorsed in 67 countries, and has been translated into 15 different languages, clients, researchers and respondents worldwide will recognise the ethical and trustworthy standards of your work.

The ICC/ESOMAR Code provides you with the basic principles you should follow when conducting research. These are the 3 core values that the ICC/ESOMAR Code is based on:

1. Do no harm: individuals have the right to choose, to be informed and protected against any harm.
2. Be trustworthy: keep their data safe, make sure they won’t be identified without their permission.
3. Behave ethically: don’t do anything that might damage the reputation of the industry.

As individuals worldwide are getting more and more concerned about privacy, they want to know how their data is used and protected. The code helps to make sure they will trust you with their data. The market research industry depends on public confidence that it is carried out honestly, objectively and professionally. Don’t forget to have a look at the full ICC/ESOMAR Code and its 10 fundamental principles on our website esomar.org/code-guidelines

ESOMAR Member Mark

As a YES member you receive a ‘member mark’ which you can use on your CV, on business cards and on your email signature. This mark shows you are committed to carrying out ethical and trustworthy market research and abide by the ICC/ESOMAR Code and research guidelines. It also signifies that you are a member of the most prestigious global market research community.

Download Your Member Mark ICC/ESOMAR Code
 

Join this ethical community!

Becoming a YES member showcases your commitment to these globally accepted ethical standards and best practices!