Changing demand for research services prompts launch of new MRS Code of Conduct

Date: 3 October 2005

MRS is to launch a new Code of Conduct for the first time in six years, in a move to bring further clarity to the market, social and opinion research professional standards.

The revised Code, effective from 1 December 2005, contains all the rules of professional conduct for research and provides researchers and buyers of research with a clear, informed Code as to the correct way in which to conduct research. It is designed to support all those engaged in market, social or opinion research in maintaining professional standards and also reassures the general public and other interested parties that research is carried out in a professional and ethical manner. The Code is binding on all MRS Members and MRS Company Partners.

Rowland Lloyd, chairman of the MRS Market Research Standards Board, explains: “This is the first major revision to the ethical framework supporting the research sector for ten years; the current Code was written in a different regulatory and business environment to that in which we find ourselves today. Research is constantly evolving, reflecting the changing global economic and social climate and thus changing demands for research services. The new Code responds to this. It is a crucial document for anyone wanting to conduct a professional, responsible and reliable research study.”

The layout of the new Code of Conduct reflects the end-to-end research process, with easy-to-follow clauses to guide users on all aspects of a study. Simplified language assists in legal interpretation and ensures that the Code is compatible with quality standards of the broader marketing industry.

Debrah Harding, director of policy and standards and deputy director general at the MRS, continues: “We consulted our members throughout the redrafting process, because we wanted to make sure the new Code gives users everything they could need – whilst also protecting the general public and anyone interested in contributing to a research study. In fact, because it incorporates all the existing guideline rules we have issued to MRS members in recent years, members should already be implementing these within their businesses – so the new Code should not mean major changes to working practices.”

Highlights of the revised Code include:

A new section on ‘Analysis and Reporting of Research Findings’
• Updated data protection advice
Links between the Code and the soon-to-be-released regulations guiding use of research techniques for non-research purposes
Addition of, and advice on, a new rule regarding the need for contracts
Re-writing of MRS members’ responsibilities regarding working practices and research methodologies
Inclusion of definitions for Company Partner, confidential research, consultant, interviewer, member, mystery shopping, the profession, publication, recruiter, responsible adult and sub-contractor

The MRS Code of Conduct is supported by a robust compliance framework which must be adhered to by all MRS members and MRS Company Partners. It is upheld and maintained by the MRS Market Research Standards Board. Further support and advice is provided by the MRS Codeline Service and a wide range of specialist guidelines on best practice. For more information please visit http://www.mrs.org.uk/standards/codeconduct.htm.

Notes to editors

With members in more than 70 countries, MRS is the world’s largest association representing providers and users of market, social, and opinion research, and business intelligence.
MRS serves both individuals and organisations who identify with its core values of professionalism, excellence, and effectiveness. It has a diverse membership of individual researchers within agencies, independent consultancies, client-side organisations, the public sector and the academic community – at all levels of seniority and in all job functions.
MRS Company Partners include agencies, suppliers, and buyers of all types and sizes who are committed throughout their organisations to supporting the core MRS values.
All individual members and Company Partners agree to self-regulatory compliance with the MRS Code of Conduct.

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