Articles

Survey fraud, defined as a systematic act of intentional deception in order to gain a benefit during the conduct of survey research, has moved from being an occasional nuisance to an existential challenge for the market research industry. The Insights Association Code of Standards and Ethics provides a clear mandate: researchers must ensure transparency, methodological clarity, and data integrity. Nowhere is that more relevant than in how we prevent and disclose acts of fraud.

The impact AI can have on research raises familiar, new, and evolving considerations for practitioners. Key mandatories to ensure research integrity and quality when using AI tools are outlined in the revamped Insights Association Code of Conduct.

This series brings the Insights Association's Code of Standards to life – highlighting areas where it can and should be applied in various aspects of performing market research properly and ethically.