NEWS17 May 2023

MRS publishes updated code of conduct

Data analytics Legal News UK

UK – Greater clarity around the use of nationally representative samples and a greater focus on data analytics best practice are included in the Market Research Society’s (MRS’s) updated 2023 code of conduct.

red pen ticking check boxes on a form

The changes to the 2019 code focus on its scope and member and company partner obligations, and follow a consultation carried out in 2022.

Key changes include ensuring that members and company partners make sure that contracts and non-disclosure agreements adhere to the code and introducing an obligation to assist if a complaint is raised.

Other alterations include a stronger emphasis on research, insight and data analytics best practice and increased focus on participant wellbeing, including providing information to support and assist as appropriate.

Greater clarity on reporting obligations in the context of inclusive data, which includes reporting sampling characteristics and parameters used when defining samples as representative of segments of the population, such as when reporting nationally representative samples, is also included in the 2023 code.

The new code of conduct will apply to all MRS members and company partners from 14th August 2023.

Resources to assist with the key changes to the code, including live and recorded webinars, will be made available over the coming months.

Jane Frost, chief executive at the MRS, said: “Our code has stood the test of time because it remains relevant.

“This update includes issues relating to data analytics and changes to ensure transparency around claims of national representation in research samples.

“Transparency is one of the most important principles to which we must adhere – especially as AI comes into more frequent use.”