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.
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.
Guideline on Duty of CareProtecting research subjects from harm. Issued with GRBN.
Guideline for Researchers and Clients Involved in Primary Data CollectionYour responsibilities when directly collecting data for your projects. Issued with GRBN.
Guideline When Processing Secondary Data for ResearchYour responsibilities when re-using pre-existing data in your projects. Issued with GRBN.
Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable IndividualsYour key requirements when working with these groups. Issued with GRBN.
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.
Questions for Users and Buyers of Online SamplesBriefing questions for buyers and users sourcing samples online
Briefing questions when considering tools and services for unstructured dataFor text, images, audio, and video
Data Protection ChecklistTranslating complex data protection laws into your key requirements
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 IntelligenceExploring the potential for groundbreaking technology
Diversity, Equity and InclusionContributing to efforts to make research inclusive
COVID-19Guidance and support for the research community
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:
Guideline on Opinion Polls and Published SurveysIssued with the World Association for Public Opinion Research (WAPOR)
Can you trust polls?Our expert tells you everything you need to know about polls
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: