NEWS10 September 2012
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NEWS10 September 2012
NETHERLANDS— Esomar has partnered with the Mobile Marketing Research Association to develop new guidance for conducting mobile market research.
The two industry bodies have published a consultation draft of the guidance, which intends “to promote respectful relationships with the individuals contacted for research purposes and to assist researchers in addressing legal, ethical, and practical considerations when conducting mobile research”.
In the paper the bodies stress the importance of distinguishing market research as the purpose for mobile surveys, conforming to local laws, obtaining consent, following data protection regulation and protecting consumer rights and the industry reputation.
Much of the paper relates to following the ICC/Esomar Code, but there are specific mobile guidance proposals, which are summarised below:
The paper concludes: “The fact that so much personal data can be collected so easily has caused regulators to question whether current legislation provides sufficient guarantees that individuals are aware and informed when personal data are being collected and shared. Hence, our areas of special focus are notice, choice and consent, security and accountability.”
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