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ESOMAR/GRBN Guideline for Researchers and Clients Involved in Primary Data Collection - Public Consultation

Your chance to have your say!

The ESOMAR/GRBN Guideline for Researchers and Client Involved in Primary Data Collection is a new guideline. This guideline is now open for consultation, giving you a golden opportunity to influence the shape of our global guidance, so please let us know before 30 September if you have any feedback by downloading this guideline and sending your comments to professional.standards@esomar.org.

Why was this guideline developed?

In 2016 ESOMAR updated the ICC/ESOMAR International Code for a new era of research, with dramatic increases in the ability to collect, store and process information that is radically changing the way people live and work. This guideline is the first of three new guidelines to guide researchers on the ethical principles in this new era. As more data is being gathered in many different ways, ESOMAR and GRBN decided to combine the ethical principles for different methodologies into just three guidelines.

Who is it for?

This new ESOMAR/GRBN Guideline is for researchers and clients engaged in primary research. It includes all quantitative and qualitative methods that involve direct interaction (such as to get consent) with the data subject, including passive data collection in which the researcher observes, measures or records a person’s actions. It also is meant to provide guidance for those who commission research. Methodologies included but are not limited to surveys, focus groups, in-depth interviews, ethnographic studies and some forms of observational research, including mystery shopping.