Guidance

We offer you a rich library of guidance to boost the quality of your activities. From our standard-setting ICC/ESOMAR Code 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.

We are consulting on the new guidance on reusing secondary data

ESOMAR and GRBN are pleased to announce the launch of the consultation on the new guideline to support your insights and analytics projects when re-using secondary data.


How did we do? Please grab a copy of the draft guidance and tell us what you think! This public consultation offers you the opportunity to shape global standards by Thursday 13th January at 16h00 UTC.

Free-to-use, best-in-class, and all for you

Working on international projects that use data or analytics to generate important insights can be quite challenging. Whether you're executing these projects, supervising them, or are the person using the outcomes, our Code and our guidelines can come in handy.

Drafted by international project teams and renowned experts, our guidance was crafted for you by your peers and is freely shared to raise standards and public trust and confidence. As a member, you can contribute to the drafting and shaping of these guidance documents.

Identify your key responsibilities.

Our 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 data-driven projects to help you meet key expectations.

Your Duty of Care
Your responsibilities towards participants in your projects. Issued with GRBN.
Primary Data Collection
Your responsibilities when directly collecting data for your projects. Issued with GRBN.
Re-Use of Secondary Data
Your responsibilities when re-using pre-existing data in your projects. Issued with GRBN.
Children, Young People, other Vulnerable Individuals
Your key requirements when working with these groups. Issued with GRBN.
Mutual Rights and Responsibilities
Outlining the rights and responsibilities of end-users and providers

Get the best start

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.

For Buyers and Users of Online Sample
Briefing questions for buyers and users sourcing samples online
Tools and Services for Unstructured Data
Briefing questions for users subscribing such tools
Data Protection Checklist
Translating complex data protection laws into your key requirements

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 technology
Diversity and Inclusion
Contributing to efforts to make research inclusive
COVID-19
Guidance 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:

Our Guideline and Key Requirements
Issued 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: