Consultation on ESOMAR GRBN Mobile Research Guideline

ESOMAR and GRBN have cooperated to draft an update to the ESOMAR GRBN Mobile Research Guideline to align global policies with developing regulations and technology and the latest international developments for best practice in this area, for which we solicit your comments.

Designed to help researchers address legal, ethical and practical considerations in using new technologies when conducting mobile research, this updates the guideline that was issued by ESOMAR in cooperation with MMRA in 2012, and the separate guideline released by GRBN.

This new draft takes into account the continuing innovation in technology that has created information sources that are relevant to market research. These include:

  • Passive data collection including biometric data, photos and recordings and instore tracking
  • Mystery shopping through camera and video
  • Secondary data that may have been collected for some other purpose but is used in research including geolocation data from mobile providers, or usage data from app providers

The Guideline recognises that a range of third parties can be involved as subcontractors in data collection, preparation, analysis, storage and delivery. It also takes into account emerging data privacy regulations and the need to treat phone users with due respect and consideration.

We would very much welcome any comments from you by 17 February so that we can take your perspective into account when finalising the text. Please send your comments using the comments form to

Comments Form Consultation Mobile Research Guideline

Project team

The international team of expert practitioners that collated best practice into this Guideline includes:

  • Reg Baker, ESOMAR co-chair, Exec. Director, MRII and PSC consultant, USA
  • Guy Rolfe, GRBN co-chair, Mobile Practice Leader, Innovation & New Technology, Kantar, UK
  • Mario Callegaro, Senior Survey Research Scientist, Google, UK
  • Simon van Duivenvoorde, Chief Commercial Officer, Wakoopa, NL
  • Steve Gutterman, CEO of Mobile Accord, Inc., USA
  • Betsy Leichliter, Leichliter Associates, LLC, USA
  • Oriol Llaurado, Chief Privacy Officer, Netquest, Spain
  • Peter Milla, Consultant to CASRO, USA
  • Paul Quinn, Senior Director, Product Management, Confirmit, UK
  • Lisa Salas, Head of Marketing and Operations, TEG Rewards, Australia
  • Michael Schlueter, Associate Director Global Innovation, GfK, UK
  • Navin Williams, CEO, Mobile Measure, Singapore