The ICC/ESOMAR Code on Market and Social Research sets out the professional and ethical rules which market researchers follow and has been adopted by more than 4,900 ESOMAR members and 60 national market research associations worldwide.
What’s your idea of market research? Excellent research enables people in every sphere of life to understand and interpret an increasingly complex world.
Market research is about listening to people, analysing the information to help organisations make better decisions and reducing the risk. It is about analysing and interpreting data to build information and knowledge that can be used to predict, for example, future events, actions or behaviours. This is where the real skill and value of market research lies.
Market research, which includes social and opinion research, is the systematic gathering and interpretation of information about individuals or organisations using the statistical and analytical methods and techniques of the applied sciences to gain insight or support decision making. The identity of respondents will not be revealed to the user of the information without explicit consent and no sales approach will be made to them as a direct result of their having provided information.
(Source: ICC/ESOMAR International Code on Market and Social Research)
More information on market research can be found in our publication, Market Research Explained.
Sometimes poll results differ. Would you know why and how this happens? Data from opinion poll studies regularly make the news. Reported poll results give the public a voice and let citizens know how others in society feel about current events. But if you’re not a statistician it can be difficult to report on polls in an objective and unbiased way. This is why AAPOR, ESOMAR and WAPOR together launched a free online learning module for journalists.