The Insights Association's Code of Standards and Ethics for Market Research and Data Analytics is reviewed annually by IA's Standards Committee with input from members. This ensures that the Code is up to date with current practices of conducting market research and that it adequately protects research participants.
A few updates have been enacted. Here are the most notable:
- Changed is the term used to describe those who we engage in market research to gauge their thoughts and opinions. These persons are now referred to throughout the Code as research “participants”.
- We have replaced the previous definition of “Research” to match the new definition in the ESOMAR/ICC Code. This was done as part of a broader effort to align with fellow organizations worldwide and to avoid potential confusion and disparity across our global industry.
- Added to our list of definitions is the term "Artificial Intelligence". This is described as a computing environment where the machine makes autonomous decisions and acts, creates, evolves, or changes decisions without the direct oversight or contribution of a human.
- The proliferation of Artificial Intelligence has prompted the addition of a new section of the Code entitled, "Data and Technology". Here, AI is specifically called out to draw the attention of researchers to the fact that they must apply the principles of the Code to work generated by these technologies. Corresponding requirements for AI are specifically outlined in Section 5: Use of Secondary Data.
- Here in this section and overall, updates were made to firmly assert the need for transparency. As it pertains to the Use of Secondary Data, researchers must be transparent regarding any underlying data set, including its origins, use rights, populations represented, recency, and more.
You may access the revised Code here. We encourage you to share it with your team and discuss how it connects with your work and processes.
A reminder: Adherence to this enforceable Code is required by all members of the Insights Association. If you have any questions about the Code and how it relates to your work, please contact us.