ESOMAR updates research guidelines

By Lima Curtis

ESOMAR members, comprising market researchers from all over the world, have voted to modernize the ICC/ESOMAR International Code to take into account the vast amount of data being collected from secondary sources such as social media, mobile technology and Internet of Things, rather than just survey research alone.

Last revised in 2007, the Code retains the fundamental principles that guarantee responsible and ethical behaviour with updates to ensure it is fit-for-purpose for both traditional and technology based research.

The text has also been updated to align with the latest regulatory requirements to address many new privacy issues including the new EU General Data Protection Regulation.

The full code is available to view here: ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics.