ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys

The revised ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys sets out the responsibilities of researchers to conduct opinion polls in a professional and ethical way.

Opinion poll and surveys often receive widespread attention in the media and decision makers, journalists and the public need to be able to differentiate between professional and unprofessional polls.

This updated Guideline highlights the information that researchers and those publishing survey data must make available to enable the public and other stakeholders to evaluate the results.

It also provides guidance on different types of opinion polling including exit polls and online polls.


The project team includes the following experts:

Kathy Frankovic

Kathy Frankovic (Chair)
former Director of Surveys, CBS News & Consultant, YouGov & member of ESOMAR Professional Standards Committee

Mirosława Grabowska

Mirosława Grabowska
Professor, University of Warsaw & Director of the Center for Public Opinion Research, CBOS

Richard Hilmer

Richard Hilmer
Managing Director, Infratest Dimap

Christophe Jourdain

Christophe Jourdain
International Managing Director, IFOP

Nick Moon

Nick Moon
Managing Director, GfK NOP & Social Survey and Secretary, British Polling Council

Alejandro Moreno

Alejandro Moreno
President, WAPOR & Professor, Instituto Tecnológico Autónomo de México (ITAM) & Director Public Opinion Polling unit, Reforma

Adam Phillips

Adam Phillips
Chair of ESOMAR Professional Standards and Legal Affairs Committees

Doug Rivers

Doug Rivers
Professor, Stanford University & Chief Scientist and Director, YouGov America

Kathy Joe

Kathy Joe
Director, International Standards and Public Affairs, ESOMAR


ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys (Arabic, August 2014)
.pdf (1.1 MB)

ESOMAR/WAPOR Key Requirements for Opinion Polls and Published Surveys (Arabic, August 2014)
.pdf (327 KB)

ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys (English, August 2014)
.pdf (910 KB)

ESOMAR/WAPOR Key Requirements for Opinion Polls and Published Surveys (English, August 2014)
.pdf (64 KB)

Directive ESOMAR/WAPOR sur les Sondages d'Opinion et les Enquêtes (French, August 2014)
.pdf (772 KB)

Exigences Clés d'ESOMAR et de WAPOR Concernant les Sondages d'Opinion et les Enquêtes Publiées (French, August 2014)
.pdf (308 KB)

ESOMAR/WAPOR Richtlinie für Meinungsumfragen und zu Veröffentlichende Befragungen (German, August 2014)
.pdf (788 KB)

Von ESOMAR ind WAPOR Festgelegte Schlüsselanforderungen für Meinungsumfragen und zu Veröffentlichende Befragungen (German, August 2014)
.pdf (230 KB)

ESOMAR/WAPOR Guideline on Opinion Polls and Published Surveys - 世論調査お よび公表済み調査に関するガイ ドライン (Japanese, August 2014)
.pdf (1 MB)

ESOMAR/WAPOR Key Requirements for Opinion Polls and Published Surveys - ESOMAR および WAPOR による 世論調査および公表調査に関する 主要要件 (Japanese, August 2014)
.pdf (240 KB)

Requisitos Clave de ESOMAR y WAPOR para Sondeos de Opinión y Encuestas para Publicación (Spanish, August 2014)
.pdf (204 KB)

Soon also available in Chinese and Spanish!