Originally launched in March of this year, the guidelines are intended to provide brands and marketers with advice and techniques for ensuring the integrity of sample quality used in online research.

The update to the guidelines clarifies researchers’ responsibilities when using new and less obvious ways of collecting data, such as web browsing data, loyalty card and store scanner data and geo-location data. It addresses the requirement for explicit consent in situations where researchers collect personal data from participants in research panels and mobile apps.

“The GRBN global survey into trust and personal data informed us that, across the globe, the vast majority of people are concerned about the protection and appropriate use of their personal data, with many considering their digital data to be sensitive,” said Andrew Cannon, executive director of GRBN. “In this environment, it is paramount that the research industry is transparent in its dealings with the general public and fosters a trust-based relationship: These guidelines provide invaluable guidance to any researchers who conduct online research.”