Codes and Guidelines
We offer you a rich library of guidance to boost the quality of your activities. From our standard-setting ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics and guidelines or practical documents to help you get the most out of your data-driven projects.
Members benefit from additional custom support via our helpdesk and community hub.
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22 Questions to help Buyers of AI-Based Services Consultation (draft)
Please comment on ESOMAR 22 Questions to help buyers of AI-based services for market research and insights by November 24. Find the guideline here.
Guidelines for Research
The guidelines, developed in collaboration with our network of partners, including the ICC and Global Business Research Network (GRBN), set the international standards for ethical and professional conduct when carrying out data-driven projects to help you meet key expectations.
Responsive to your needs, the community and its experts frequently update our core guidance documents with emerging practices and issue guidance on specific, emerging hot topics.
Guideline on Duty of Care
Protecting research subjects from harm. Issued with GRBN.Research participants provide their data to support insights projects, it's the duty of insights professionals to ensure that data is safely and responsibly collected, analysed, and stored.
Guideline for Researchers and Clients Involved in Primary Data Collection
Your responsibilities when directly collecting data for your projects. Issued with GRBN.The Primary Data Collection guideline guides you in circumstances where you collect data directly from or about a data subject for your insights project
Guideline When Processing Secondary Data for Research
Your responsibilities when re-using pre-existing data in your projects. Issued with GRBN.The Re-use of Secondary Data guideline aims to assist you to stay ahead of the curve whilst keeping you on the right side of ethical and legal requirements
Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals
Your key requirements when working with these groups. Issued with GRBN.Our guidance to ensure the success of your international projects which involve the participation of these categories of our populations
Practical Guidance
This collection of practical guidance aims to ensure you are asking the right questions at the start, during and after your data-driven projects so that you and your organisation can make use of the best insights.
How to improve research participants’ experience and enhance data quality
Enhance online survey engagement, seeking feedback on its structure, questions, and follow-up activities for improvement.37 Questions to Help Buyers of Online Samples
Briefing questions for buyers and users sourcing samples onlineGet the most out of your online samples and your partnership with sample providers. Previously titled as 'Questions for Users and Buyers of Online Samples'.
Briefing questions when considering tools and services for unstructured data
For text, images, audio, and videoHelping users and buyers of tools and services for unstructured data to ask the right questions to their suppliers and increase the success of your projects right from the start.
Data Protection Checklist
Translating complex data protection laws into your key requirementsThis checklist translates complex data protection laws into key requirements for data collectors and users. Use it to build a comprehensive compliance programme with greater confidence.
Hot Topics
Responsive to your needs, the community and its experts frequently update our core guidance documents with emerging practices and issue guidance on specific, emerging hot topics.
Artificial Intelligence
Exploring the potential for groundbreaking technologyInvestigating the applications and implications for technology that promises to change the world, and ensuring the ethical development and deployment of AI solutions.
Diversity, Equity and Inclusion
Contributing to efforts to make research inclusiveBringing together and co-creating guidance with your peers reflects the growing interest in capturing data to measure the organisation's inclusiveness and the need to respect all participants.
COVID-19
Guidance and support for the research communitySharing insights and guidance to help our sector and the wider world navigate these unprecedented times and emerge stronger and wiser for the future.
Opinion Polls and Published Surveys
ESOMAR has guidelines for professionals to maintain trust and confidence in opinion polls. These guidelines are drafted with the World Association of Public Opinion Research (WAPOR). Use our guide to ensure your opinion polling project meets international norms:
The Freedom to Conduct and Publish Opinion Polls
Issued with the World Association for Public Opinion Research (WAPOR)The latest ESOMAR and WAPOR Study on The Freedom to Conduct and Publish Opinion Polls covers 157 countries across six continents and is the seventh in the series published since 1984.
Guideline on Opinion Polls and Published Surveys
Issued with the World Association for Public Opinion Research (WAPOR)Helping professionals to conduct opinion polling and published surveys in an ethical and professional way, and to boost trust and confidence with members of the public.
Can you trust polls?
Our expert tells you everything you need to know about pollsYour questions about opinion polls answered by the world's leading experts on polls and tips to help you judge their quality
General Data Protection Regulation (GDPR)
If you are responsible for collecting and analysing personal data, the introduction of the General Data Protection Regulation by the European Union encourages you to review your practices to ensure you remain compliant continually.
Allow us to help you on top of these requirements. Our guidance translates the complex legislation in the context faced by insights and analytics professionals and organisations: