Throughout its history market, opinion and social research has delivered information and insights about people’s behaviour, needs and attitudes to inform decision making
by providers of goods and services, governments, individuals and society at large.
In doing so, researchers relied primarily on data collected through direct interaction with and observation of participating individuals, while placing a strong focus on safeguarding their privacy. This focus has been at the core of our profession’s successful history of self-regulation.
The world is changing and it is imperative that we change with it. Over about the last 20 years, we have seen a digital revolution – dramatic increases in the ability to collect, store and process information, the global Internet, social media, mobile technology – that is radically changing the way people live and work.
As a result, research is being transformed with increasing reliance on data already available in digital form. The role of the researcher is evolving from interviewer to data curator, focusing more on organising and integrating data, much of which
already exists. The research and insight function is extending beyond data collection
and analysis to managing and synthesising data from a diverse range of sources,
from focus groups and sample surveys to social media and large databases.
This revision of the ICC/ESOMAR Code takes account of the impact of these new technologies on the research profession. The inclusion of data analytics in the title recognises that the proliferation of data has resulted in an entirely new
approach to research within our profession wherein researchers assemble and analyse large databases to uncover patterns in the data and deliver powerful new insights to clients. Data analytics can be used for other purposes, but when
used for research, this Code applies.
One thing that has not changed is our reliance on the cooperation of the public and their confidence that research is carried out honestly and objectively without infringing their privacy or creating disadvantages for those whose data is used in
research.
With increasing public concerns about the importance of individuals being able to control how their personal data is used and for what purpose comes a pressing need
for clear ethical and professional guidance on how to handle that data responsibly. It is more important than ever before to maintain public confidence in research and
to continue to demonstrate our recognition of the ethical, professional and social responsibilities that come with using people’s personal data.
ICC and ESOMAR are delighted to present this latest revision of the Code, one that we believe will continue to promote high standards of ethical behaviour and reinforce
public confidence in research. We recommend use of this Code worldwide.
John Danilovich, Secretary General of ICC
Finn Raben, Director General of ESOMAR