NEWS6 November 2012

MMRA & Esomar install update to mobile research guidance

North America Technology

US — Esomar and the Mobile Market Research Association (MMRA) have launched an updated professional ethics and standards guidance on mobile research to promote best practice, professional standards and respectful relationships with respondents and participants.

Esomar says the new guidelines are in line with the latest international developments in mobile research. These include geofencing, online diaries, mobile ethnography, video and camera technology and mobile contextual data collection.

Finn Raben, Esomar director general, said: “As new technologies and methodologies evolve and find wider adoption, it is very important that practitioners have simple-to-use and easy-to-follow guidelines that ensure that current legislative requirements – as well as current accepted best practice – can easily be adhered to.”

Launching the updates at the Esomar 3D Digital Dimensions conference in Amsterdam, the two bodies said they are hoping to reach companies doing research via mobile which haven’t previously considered themselves part of the market research industry.

Mark Michelson, executive director of the MMRA, added: “There are many new companies doing research now using the mobile channel who do not have a research background. Companies like Foursquare, ShopKick, Facebook are starting to include marketing research as part of their business model.

“The relationship between marketing and marketing research is becoming more blurred as consumers seem to be more willing to give information in exchange for incentives – and much of this is happening in real time via mobile while people are shopping. It’s our goal to reach beyond the research community with our guidelines to help ensure consumers are protected and will continue to participate in research via mobile in the future.”

The bodies said a dedicated project team is now working on a shorter version which will be aimed more at consumers and will also set out a bill of rights or commandments that researchers must adhere to.