New ESOMAR Guideline on Research via Mobile Phone

The relative coverage of fixed landline phones is falling rapidly worldwide and according to recent estimates, over 20% of households in the US are mobile only and less than 70% of households in Europe have a landline. The picture is similar in Asia and Latin America, where many households jumped straight into mobile usage without ever having had a landline. All this means that fixed line coverage alone is now too low to gain a representative research sample in many countries.

In response to this trend, ESOMAR has issued a new Guideline on research via mobile phone with the aim of promoting professional standards, best practices, and respectful relationships with the individuals being called.
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Read article in May 2010 Research World about mobile research
(PDF - 210 KB)

Here is a summary of regulations applying to unsolicited contacts in 29 countries as at January 2010
(PDF - 119 KB)

Guideline on Research via Mobile Research
(PDF - 360 KB)