ESOMAR publishes major update of guidance document for buyers of online samples

Document seeks to help buyers of research and data analytics to build the right foundations when conducting projects worldwide
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Date 15 March 2021
Author Iliya Hull

Amsterdam, the Netherlands, 15 March 2021– ESOMAR, the global voice of the data, research and insights community announces the release today of ‘Questions to help Buyers of Online Samples’ as part of its broad portfolio of guidelines and practical guidance supporting the data, research and insights ecosystem. The document, developed by an international expert working group under the stewardship of its Professional Standards Committee updates one of the most widely used guidance ever produced by the Committee.

This new set of questions offers a framework for buyers to use when evaluating the offerings of different online sample providers, updating and replacing the previous ESOMAR publication, 28 Questions to Help Buyers of Online Samples. It is intended to form the basis of discussions between users/buyers of online sample and sample providers, with the objective of ensuring fruitful and well-informed dialogue.

Finn Raben, Director General of ESOMAR said, “With the recent acceleration in online research and the increasing fragmentation of this area, this new set of questions will help improve the quality of discussions within the research chain, and underlines ESOMAR’s commitment to provide practical and commercially relevant materials for the ESOMAR User base.”

Judith Passingham, Chair of ESOMAR’s Professional Standards Committee highlights, “We approached the construction of this set of questions with the idea that they should be used very practically when commissioning research. The establishment of a common framework within an increasingly complex area should help considerably in ensuring the research requirements match with the sample characteristics on offer. By developing a clear understanding across the key areas, users and providers of sample can develop a better dialogue based on common understanding.”

Reg Baker, Consultant to ESOMAR’s Professional Standards Committee and Head of the Work Group on this project notes “I’ve been part of the team that has continually updated this set of questions since 2006. This new version is more extensive than any done previously, reflecting the dramatic changes that have revolutionized online sampling over the last several years. Buyers now face a much more complicated landscape and we hope this guideline will make it easier for them to navigate through it.”

The document is being made available, free-of-charge, to ESOMAR members and non-members alike and can be found on the ESOMAR website:

Iliya Hull
ESOMAR Staff, Senior Marketing and Community Coordinator at ESOMAR