Best Practice Recommendations for Measuring International Demographics

A series of recommendations on demographic standards to address inconsistencies that create barriers and inefficiencies in the exchange and evaluation of international data.

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Welcome to the new demographics series

The process of describing and defining populations is currently very varied. Methods differ from one research company to the next, measures go quickly out of data, and research respondents don’t always tell researchers the truth or give a proper answer to some demographic questions, resulting in misrepresentation and poor-quality data.

ESOMAR, through its Professional Standards Committee, is developing a series of recommendations on demographic standards to address inconsistencies that create barriers and inefficiencies in the exchange and evaluation of international data.

Upcoming recommendations:

  1. Income measurement 

  2. Education Level measures by country and inclusive method of assessing education levels

  3. Job and Industry Definitions 

  4. Global Wealth range/measures 

  5. Social Class measurement

Learn more about the project in the interview with Judith Passingham and Jon Puleston.

https://i.vimeocdn.com/video/1585096340-0c6bcb012b8a733efd3a45379eb395479b097fbe048ed65ad07bb5249db62281-d_295x166

Who's working on it?

An expert project team from a range of international suppliers is working together to review best practices to describe demographic questions in as globally consistent a way as possible to develop best practice recommendations for key geographies worldwide. Growing international cross-market research levels will help researchers and clients everywhere to improve research standards. The team is chaired by Judith Passingham, chair of ESOMAR’s Professional Standards Committee and Jon Puleston of Kantar, a member of the Standards Committee.

The recommendations, founded on evidence-based best practices, are designed to improve quality standards and facilitate multi-country research projects and surveys. The proposals will help to produce more meaningful global/regional results that are more comparable from one project/region to another. All recommendations are sent to a Client Sounding Board for review and buy-in.   

The Project Team

Recommendations have been prepared by a dedicated Project Team and are validated by the ESOMAR Professional Standards Committee and a Client Sounding Board.

The Co-Chairs

Judith Passingham
ESOMAR Committee Member, Chair of the Professional Standards Committee at ESOMAR
Jon Puleston
ESOMAR Committee Member, Vice-President Innovation Profiles Division at Kantar
Project Team Members

If you work in a client company and want to participate in this Sounding Board, please contact professional.standards@esomar.org.