Code & Professional Standards
Overview of the Code
MRSI members abide by the Code in the conduct of their business to achieve the highest professional standards. The Code is refreshed from time to time to adapt to the needs of Research & Insights practitioners – current and future. The Code presents the fundamental principles of ethics that must be followed by the members, establishing a platform for self-regulation , fostering confidence in the industry and profession.
The Code safeguards the right of researchers to ethically seek, receive and impart information that comes with using people’s personal data.
The MRSI Managing Committee decision in January 2023 recommended after detailed deliberation by the Professional Standards Committee (PSC details below) to wholly adopt the ESOMAR Code, supplemented by Guidelines and Additional Guidance Documents that would assist the members with its implementation.
Purpose of the Code
Research & Insight professionals hold themselves to the highest standards – the reputation of the industry is of paramount importance, and the industry relies on the trust placed in them by data subjects who share data directly or indirectly.
This is what must be kept in mind in reading, interpreting, and applying the Code. This Code is to be applied in the spirit in which it was written as well as to the letter.
Its purpose is to promote the importance and the credibility of the work undertaken by the MRSI members and promote the interests of the industry at large.
Researchers must ensure that research is carried out in accordance with this Code, that clients and other parties to the research agree to comply with its requirements, and that the Code is applied, where appropriate, by all organisations, companies and individuals at all stages of the research. Researchers and clients also should familiarise themselves with relevant local self-regulatory documents on research and with decisions taken by the appropriate self-regulatory body.
The Code has been organised into sections describing responsibilities of the members. Responsibilities are to be honoured towards the profession and constituencies that are served to safeguard the industry and its reputation and practices namely towards:
- Responsibilities to Data Subjects
- Responsibilities to Clients
- Responsibilities to the General Public
- Responsibilities to the Research Profession
Implementation & Documents of the Code
This Code sets the standards of professional and ethical conduct for Research & Insights in India and must be adhered to by all MRSI members. Any research activity – data collection, analysis, and interpretation of results irrespective of the place of the respondent or the client should follow this standard in principle and practice.
In the unlikely event of a conflict between this Code and the applicable law, the more restrictive standard governs.
Please click on the link here to download the Code DOWNLOAD CODE
This Code lays out the principles and framework for ethical Research & Insight practice. For implementation this should be read in conjunction with the relevant Guidelines and Additional Guidance Documents.
Guidelines for Research & Insights – how the Code must be implemented in practice
- Guideline on Duty of Care
- Guideline on Opinion Polls and Published Surveys
- Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable individuals
- Guideline When Processing Secondary Data for Research
- Guideline for Researchers and Clients involved in Primary Data Collection
Additional Guidance Documents – how the Code should be implemented
- Briefing Questions when considering Tools and Services for Unstructured Data
- Best Practice Recommendations for Measuring International Demographics-Age
- Best Practice Recommendations for Measuring International Demographics-Gender
- Data Protection Checklist
- Questions for Users and Buyers of Online Samples
- Questions to help Buyers of AI-based services for Market Research and Insights
The acceptance and observance of the Code is mandatory for all MRSI members. The MRSI Professional Standards Committee will address any issues, complaints and breaches of the Code.
The Professional Standards Committee
The basis for greater trust between MRSI members, their clients, partners, and the general public
- Strengthening professional self-regulation
- Promoting high standards of research and ethics in marketing research:
- Enforcement of the MRSI Code of conduct and ICC/ESOMAR code of conduct which has been endorsed by MRSI
- Disciplinary action for members found in violation of this code
The first MRSI PSC in India was appointed on Feb 13th 2020.
Committee members:
| Name | Organisation | Designation | PSC Role |
|---|---|---|---|
| Sathyamurthy Namakkal | AIMO Marketing Services LLP (DataPOEM) | Co-founder | Chair |
| Anjana Pillai | Quantum Consumer Solutions Pvt Ltd | Partner | Committee Member |
| Ravikumar Narayanan | Dynata | Business Development Director | Committee Member |
| Abhinav Goel | Nestle India | Senior Manager, Consumer & Marketplace Insights | Committee Member |
| Amitabh Mishra | Dr. Reddy’s Laboratories | Head-Insights and Analytics - India | Committee Member |
How to report a Complaint?
Report An Issue
- Please check our Directory of Members to confirm that the person or company you would like to report is an MRSI member.
MRSI will not take on complaints about non-members, unless there are exceptional circumstances requiring MRSI to protect its members, the reputation of the Market Research Industry or of MRSI. In case you would like to complain about a non-member, please explain in detail why you believe it is essential that MRSI members should be protected, or how the reputation of Market Research as an industry may be damaged.
Please note that MRSI cannot take on legal issues, such as contractual disputes, non-payment, and employment issues. It is advised that such cases are dealt with legally or through other commercial means.
The MRSI will not take on complaints that are submitted more than 12 months from the date of dispute.
- MRSI’s Professional Standards Committee will decide the appropriateness of taking up the complaint and will ask the other party for their response. This may be sufficient to solve the complaint. In other cases, the MRSI Professional Standards Committee (PSC) examines the complaints lodged to determine if the MRSI Code was violated.
- The Disciplinary Actions to be taken will be decided by the PSC. These actions include MRSI's termination of membership and publication of the disciplinary action imposed on the member. In determining the appropriate action, the PSC will consider the severity of the issue as well as the frequency, if relevant, of issue raised by the complainee.
- As such a disciplinary action can seriously damage the reputation of a company or individual, please send fully documented evidence supporting your complaint.
- All information relating to a complaint that you send to MRSI will be considered confidential and will only be shared with the other party and the PSC.