NEWS9 May 2019

Insights Association revises standards code

Data analytics GDPR News North America Privacy

US – Research industry organisation the Insights Association has updated its code of standards and ethics for marketing research and data analytics.

Code of standards and ethics checklist_crop

The updated code, which undergoes a review every year, has been approved by the association’s board of directors. All Insights Association members are required to abide by the code.

Following last year’s Cambridge Analytica and Facebook scandal and the introduction of GDPR, one of the aims of this year’s review was to ensure that the code is applicable and practical, not just theoretical.

The other aims of this year’s review were to:

  • More fully include data analytics and secondary data alongside the code’s primary research tenets
  • Make the code as modern and forward-looking as possible
  • Create simple, broad and flexible criteria in consideration of new Insights Association members using data analytics and secondary data to generate insights
  • Not be partisan toward or against any methodology or data source.

David Almy, chief executive, Insights Association, said: “Each year we seek to improve our code through a comprehensive review by a team of expert practitioners. Cognisant of the continued transformation of the insights industry and the increasing role of secondary data and analytics, the result is a clearer, tighter and more inclusive standard which better recognises the increasing role of new methodologies and data sources in the creation of insights.”

The Insights Association was formed in January 2017, following the merger of Casro and the MRA.