Guideline on Passive Data Collection Observation and Recording

Passive Data Collection, Observation and Recording

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

All ESOMAR world research codes and guidelines, including latest updates, are available online at www.esomar.org

No part of this publication may be reproduced or copied in any form or by any means, or translated, without the prior permission in writing of ESOMAR. ESOMAR codes and guidelines are drafted in English and the English texts are the definitive versions.

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

CONTENTS

1. introduction 2 1.1. Active data collection 2

2. examples of passive data collection 2

3. Key ethical principles 3 3.1. Personal data 3 3.2. Informed consent 4 3.3. Proper use of the data 4 3.4. Disclosure to third parties 4 3.5. Public place 5 3.6. Publication or broadcast 5

4. audio and video recording of interviews and group discussions 5 4.1. Respondents’ agreement to the use of recording 6 4.2. Client rights to copies of the original data 6 4.3. Safeguards on the release of recordings 7 4.4. Client observation of interviews 8 4.5. Web video streaming of interviews and group discussions 8 4.6. Audio recording and listening in to telephone interviews 9

5. observation of human behaviour 9 5.1. Participant Observation 10 5.1.1. Participation in Internet activity 11 5.2. Undisclosed observation 11 5.2.1. Public places 11 5.2.2. Private places 12 5.3. Mystery shopping 12

6. incidental data 12 6.1. Database enhancement 13 6.2. Loyalty cards 14

7. retail tracking 14

8. Physical monitoring 14

9. Further information 16

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

ESOMAR WORLD RESEARCH CODES & GUIDELINES PASSIVE DATA COLLECTION, OBSERVATION AND RECORDING

1. Introduction Active data collection requires informed consent from the respondent who vol- The ESOMAR Guideline on Tape and untarily answers the questions and can Video Recording and Client Observation withdraw at anytime with all answers of Interviews and Group Discussions to be erased if requested. The purpose was last updated in 1997. Since then of the data collection must be explained there has been a great increase in and a guarantee given that the data will other forms of passive data collection be used for research purposes only. and advances in technology promise many more to come. 2. Examples of Passive This document aims to bring the Data Collection existing Guideline up to date and in line with the latest international develop- Developments in video technology ments for best practice, and to expand have created new opportunities for the coverage to include all forms of observation within the market research observation and passive data collection arena and this includes remote viewing going beyond the original Guideline text from other locations, including across which is mainly contained in sections borders, as well as a resurgence of in- 4.0 – 4.4 of this Guideline. terest in ‘ethnographic’ research which involves observing and filming people 1.1. Active data collection in natural settings over an extended Rather than attempt to define the many period of time. aspects of passive data collection, an outline of the components of active There has also been an increasing use data collection should set the scene of CCTV (closed circuit television) in for this Guideline. The typical active public places. This can incorporate a form of market research data collec- variety of different scenarios includ- tion involves the asking and answering ing observing behaviour in a shopping of questions. An interviewer may be centre, which can be done openly involved, either in person or on the (where no attempt is made to conceal phone, or there may be self comple- the fact that participants are being tion of the questionnaire on paper or observed and consumers can expect on-line. that their behaviour is both observed and recorded), or less openly (where

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

the observers are concealed and the brain scans, eye-tracking and RFID observation is not disclosed). (radio frequency identification).

For some time websites have been col- These developments bring a growing lecting browsing data and other passive need to differentiate market research measures based on techniques such as from other activities and for transparency cookies and web bugs. with respondents about the information that is being collected, especially in view However, the latest online research of data protection legislation. In many techniques now include the observation countries, some of these activities are of online groups and bloggers, often controlled by data privacy legislation, linked with growing marketing methods but these activities can also raise ethical such as WOM (Word of Mouth) which concerns as well as legislative issues. rely upon observing how people inter- act with one another in both the face to face and virtual environments, also 3. Key ethical principles in areas such as mystery shopping and employee behaviour. It is not practical to give detailed guidance on every possible form of passive Behavioural data collected as an data collection. In this section some of incidental bi-product of other activities the key ethical and legal principles that are becoming available and raising must be taken into account are spelled concerns: out. In subsequent sections considera- • Smart cards and scanners are tion is given to some of the more com- increasingly used to collect a wide mon forms of passive data collection. range of consumer or member behaviour; 3.1. Personal data • Mobile phones can track geographic Legal requirements for data protection location; deal exclusively with the gathering, • Ticket booking systems can track processing and storage of personally destinations. identifiable data. This includes any information relating to an identified or In the future, technologies that are identifiable natural person (i.e. a private currently being developed will include individual as opposed to a corporate or

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

other comparable entity). An identifi- 3.3. Proper use of the data able person is someone who can be The use of personal data is restricted identified directly from the data record to those things that the data subject if it includes such things as name, has agreed to. If it is collected for address, telephone number or email research purposes, it may not be used address. Personally identifiable data for other purposes. also includes data which makes indirect identification possible, in particular by 3.4. Disclosure to third parties reference to an identification number Personally identifiable data can be or the person’s physical, physiological, passed on to a third party only with mental, economic, cultural or social the permission of the data subject and characteristics and location. to achieve the purpose for which the data was collected. Data collected for Where passive data is collected that research purposes cannot be used for contains no personal identification of non research purposes. Data which data subjects, there is minimal risk of has been annonymised, and so is no data protection breaches. longer personal data can be passed on to third parties and processed for other 3.2. Informed consent purposes. Before personally identifiable data can be processed, the data subject needs A data record on its own may not to give informed consent. The respond- identify an individual, but in conjunc- ent must know about the nature of the tion with other linked data records an data being collected, the reasons for individual may be ‘identifiable’. This processing it and what will be done is a complex area with statisticians with it. Data subjects should not be failing to agree on what are necessary misled, lied to or tricked. Participation is minimum guidelines for data release. voluntary and they can withdraw at any Researchers need to use conservative time. There may be instances in public approaches to data release and transfer places where informed consent from – bearing in mind our wish to retain individuals is impossible to achieve. In special status for market research data. those cases public notice should be given about the data collection – e.g. CCTV operation.

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

3.5. Public place 4. Audio and video Things that people are observed doing recording of inter- in a public place cannot be regarded as views and group dis- private or inaccessible to a researcher. cussions However, the definition of a public place is subject to cultural variation and Audio and video recording of interviews the researcher should take into account are now commonly used in research local circumstances and customs. and widely accepted by respondents. Two issues arise under the ICC/ESO- 3.6. Publication or broadcast MAR International Code on Market and When somebody publishes or broad- Social Research: casts their views or opinions, this information is in the public domain. (1) What form of permission should be This is particularly important on the obtained from respondents when such internet where people make use of techniques are used? open chat rooms or forums to make (2) How far, and under what safe- their views known (even if it is with guards, may audio or video recordings an adjusted identity). There are many be played or supplied to people outside places on the internet which require the research organisation carrying out users to join or register or apply for the research? membership, before being permitted to participate. The term ‘walled gardens’ Video-recording presents the most describes well these semi-public obvious problems. First, it is far more forums. If the internet chat room or likely that a respondent may be identi- forum is not a ‘walled garden’, i.e. fied from a video than from an audio anybody can be there and say what recording. Second, it is also more likely they like, then this is the equivalent of that requests will be made by clients, publication or broadcasting. The views advertising agencies etc. to see a video expressed and the identity attached is recording, and/or to have a copy of this, in the public domain. Views expressed than in the case of an audio recording. in internet areas that are “walled gardens” should be treated as private If a copy of a video recording passes and the researcher should announce out of the hands of the research his presence and purpose and seek organisation it becomes even more co-operation. important, although more difficult, to

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

ensure its proper use and to pro- exclusively for supervisory, control or tect respondents’ anonymity. This analysis purposes and where it will be problem is most acute in the case of seen or heard only by the interviewer, business-to-business, medical and moderator, supervisor or researcher other research among special sub- working on the survey. In both these groups of the population where there situations, respondents must be told is much higher probability that some about the recording at the end of the of the respondents may be identifiable interview and be given the opportunity by people who subsequently see the to see or hear the relevant section recording; but in principle it applies to of the record and, if they so wish, to all types of surveys. have this destroyed or to have their image pixelated so that they cannot be Public interest in data protection and identified. in avoiding unnecessary intrusions on privacy means that researchers must Some countries have legal restrictions therefore ensure that audio and video on the use of recording devices which recording is used with great care and would require advance notice in all with appropriate safeguards for the cases. This is particularly the case for rights of respondents. This is provided recording telephone conversations, but for by Article 7 of the ICC/ESOMAR may also apply to any recording device. International Code. This Guideline sets out in more detail the ways in which Closed circuit television or video this Article should be applied in practice streaming should not be carried out with the following recommendations. without permission in advance from respondents. 4.1. Respondents’ agreement to the use of recording 4.2. Client rights to copies of the Respondents must be told at the original data beginning of the interview or group It is generally accepted research discussion that tape or video recording practice that the client is entitled to be techniques are to be used unless this supplied, at cost, with duplicate copies knowledge might bias the respondent’s of the original survey information subsequent behaviour. The only other obtained from respondents, provided exception where advance notification that this has been anonymised. Where is not essential is for recordings made this information is held in the form of

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

audio or video recordings, rather than In particularly sensitive cases, the on questionnaires, there is usually no possibility (where technically feasible) problem if it is supplied to the client in of blurring or obscuring the identifying the form of anonymised transcripts or characteristics of respondents should anonymous audio recordings (although be considered when a video recording in both cases care may be needed is to be released outside the research to remove identifying comments or organisation. In certain cases it may other clues from the material). In the be sufficient to release the soundtrack case of video recordings the danger only. of respondent identification is much greater; and in this and other cases When a recording is released in con- where the anonymity rule might be at formity with these recommendations it risk the following recommendations should be labelled with the appropriate must be followed. restrictions on the purposes for which it may be used. The researcher must 4.3. Safeguards on the release of also ensure, under Article 12 of the recordings ICC/ESOMAR International Code, that Recordings must not be allowed out the recipient of the recording is aware of the hands of the researcher or of the requirements of the Code and research organisation carrying out the the need to abide by these (the restric- study unless explicit permission has tions on the use of recordings should previously been obtained from all the be made known at the start of the respondents included in the recording. project). The recipient should be told that permission must be obtained from Where such permission is to be the researcher (and where appropriate obtained the researcher must ensure the respondents) before the recor- that respondents are given as much ding is used for any other purpose not relevant information as possible about previously agreed; and that under no the future use of the recording, in circumstances may the recording be particular: used for non-research purposes such as promotion or direct sales activities. • to whom the recording is to be given • to whom it is likely to be shown If any part of a recording is to be • for what research purposes it is likely played (but not handed over) by to be used. the researcher to anyone other than

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

authorised research personnel within International Code and agree to abide his own organisation, the researcher by these. must ensure that the requirements of Article 7 of the ICC/ESOMAR Interna- The researcher must also try to ensure tional Code are fully met. No reference that such observers do not include may be made to the identity of any of people who are likely to know, or have the respondents involved without their any direct dealings with, any of the prior permission. individual respondents being interviewed (for example client sales staff in the case 4.4. Client observation of interviews of a survey among business managers Similar considerations arise where an or doctors). Observers should be told interview or group discussion is to be that if they find they know any of the observed by a client or his representa- participants, they must stop observing tives (including advertising agency staff, and notify the researcher. etc.), whether for quality control purposes or to gain a better understanding Respondents must be told that the of the findings of the research. This is interview or discussion is being especially the case where the fact of observed by other persons. being observed is not easily apparent to respondents, for example where the The identity of the client need not observation is in a separate viewing be revealed unless asked for by the room via closed circuit television. The respondents. following recommendations deal with client observation of interviews. 4.5. Web video streaming of interviews and group discussions In certain cases clients and their In circumstances where observers representatives may be allowed under will be watching a video stream in the ICC/ESOMAR International Code to remote locations, the researcher still observe an interview or group discus- has a responsibility to ensure that sion at the time it is carried out (with respondents’ rights are protected as or without the simultaneous use of if the observers were at the research recording equipment). Wherever this location. happens the researcher must ensure that all such observers are fully aware Video streaming does not work in the of the requirements of the ICC/ESOMAR same way as most Internet content.

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

While most internet content like web and intended recipient even realizes pages and e-mail can pass through there is a hidden message) or other IP networks (such as the Internet) means such as a digital watermark, so as plain text, video must be encoded that the origin of videos can be traced first. Encoding is a process where a back unequivocally in the event of them mathematical algorithm compresses becoming public without the respond- and discards video data. This proc- ents’ permission. ess removes blank audio and freezes images where there is no movement; 4.6. Audio recording and listening in this makes video streams smaller and to telephone interviews more efficient by just concentrating In many countries there are legal restric- data on the movement of objects or tions on listening in to, or recording phone people within the video. Once the video calls. Some allow exceptions when the is encoded (whether it’s live or on purpose of the listening in is part of a demand), the video is transmitted over quality control strategy. ESOMAR cannot the internet in small chunks, which are provide country by country guidance. played by the client media player then However, the use in the introduction to discarded, they aren’t saved anywhere the interview of a phrase such as “this on the client side. interview may be recorded for staff training purposes” is recommended. If the video transmission system used does deliver a copy of the recording to Where a client wishes to listen in to a the receiving computer, the researcher telephone interview, or listen to audio must take steps to ensure that any copy recordings of interviews, the guidance in of the video stream saved in the cache the previous section on client observing of the observer’s computer is either applies. deleted or is not used in a way which breaches this Guideline. 5. Observation of ESOMAR recommends that steps are human behaviour taken to ensure that video streams and digital video files are “fingerprinted” When researchers set out to observe via steganography (art and science human behaviour not by interview but of writing hidden messages in such a just by watching, two general courses way that no one apart from the sender are open to them. They can be openly

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

involved in the activity they are obser- • Researchers explain significant fac- ving – participant observers, or they can tors that may be expected to influence remain aloof from the activity – acting the person’s willingness to participate almost like voyeurs or covert observers. (such as risks, discomfort, adverse The ethical issues vary depending on the effects, or limitations on confidential- approach taken. ity) and other aspects about which the person may inquire. 5.1. Participant Observation Participant observation is a well estab- • Researchers tell participants that they lished social science technique and has can withdraw from the research at any been used in investigations of human time as well as explain the foreseeable interactions. The Ethical Standards of consequences of declining to partici- the American Psychological Associa- pate or withdrawing. tion1 provides excellent guidance particularly on the very critical component • For persons who are legally incapable of “informed consent”, guidance which of giving informed consent, research- ESOMAR endorses. ers nevertheless provide an appropriate explanation, obtain the person’s con- Here are some of the features of sent, and obtain appropriate permission informed consent as described in the from a legally authorised person, if such Standards: substitute consent is permitted by law.

• Prior to conducting research, • Researchers inform participants of researchers enter into a documented their anticipated sharing or further use agreement with participants that clari- of personally identifiable research data fies the nature of the research and the and of the possibility of unanticipated responsibilities of each party. future uses.

• When obtaining this informed con- • Researchers provide a prompt sent, researchers use language that opportunity for participants to obtain is reasonably understandable to the appropriate information about the participants. nature, results, and conclusions of the research, and they attempt to correct • Informed consent is obtained before any misconceptions that participants recording the subjects in any way. may have.

1 Ethical Principles of Psychologists and Code of Conduct. American Psychological Association, Washington, DC. American 10 Psychologist. Vol 57(12), Dec 2002, 1060-1073.

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

The APA Standard also advises on Internet areas which are set up specifi- reporting: cally for respondents to visit in order to participate in research – i.e. created “In reports or presentations of their for the researcher for the purpose of research, researchers do not disclose research, should be subject to all the confidential or personally identifiable requirements of informed consent and information concerning their subjects confidentiality, required of other direct unless the person has given written research approaches. permission (or unless there is some other ethical or legal authorisation 5.2. Undisclosed observation to do so). “Ordinarily,” the Standards There is wide cultural variability in add, “in such scientific and professional levels of covert or undisclosed obser- presentations, psychologists disguise vation that are tolerable within differ- confidential information concerning ent countries. For instance in the UK such persons or organizations so that speed cameras are ubiquitous, while they are not individually identifiable in the USA there was huge public to others and so that discussions do outcry against installing them as they not cause harm to subjects who might were seen as violating privacy. Atti- identify themselves.” tudes towards privacy differ between cultures. Observation in public places, 5.1.1. Participation in Internet activity whether disclosed or undisclosed, is If people express their views in legitimate. Where possible and always public internet areas, where they would when required by legislation, research- expect anybody who was interested ers using undisclosed observation could see and read and transmit their techniques in public places (such as ideas, then this is in the public domain. shops, restaurants etc.) should provide notification to the public. ‘Walled gardens’ need more careful handling. The researcher joining a 5.2.1. Public places restricted group intent on research, If videoing people in public places, the should announce his presence and researcher should display clear warning objectives and seek the permission signs. If observation is taking place in either of the area moderator, if there is an environment, research ethics may one, or the members of the group. be addressed by placing a notification at the entrance to the store or restaurant

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

stating that observations for research 5.2.2. Private places purposes are taking place. People who Observation in private places is not elect not to participate have the right allowed without the explicit consent of not to enter. In circumstances where it the subjects. is not reasonable to expect an individual not to enter, in a hospital for example, 5.3. Mystery shopping people should be given the right to have Mystery shopping is a variant of their data anonymised by obscuring passive data collection in that the identifiable features, or deleted if this is data subject does not know that data feasible without affecting the results of is being collected. ESOMAR has a the research. separate Guideline on Mystery shopping giving detailed advice. Contact information should be dis- played with some prominence in a suf- 6. Incidental data ficiently large and readable typeface. A typical statement may read as follows: In this digital age much opportunity exists for personal data records to be EXAMPLE NOTICE: created which are incidental outputs from some everyday transaction or Observations and videotaping for mar- activity. A mobile phone will create ket research purposes are taking place records not just of who you call and inside the store today. who calls you, but also approximately Company name; contact details. where you have been – which mobile cell areas you have been connected to. A similar notification might be used at All of this data is legitimately collected the entrance to a service provider: for specific purposes – billing you accurately or knowing how to connect EXAMPLE NOTICE: calls to you.

During the month of February, we will Such personal data can be processed be conducting random observation of for those purposes and analysed for interactions between customers and management purposes though it will sales staff for the purpose of improving usually have very limited sets of data our services to the public. variables and will not allow much by Company name; contact details. way of general research insights.

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

It should not be analysed for differ- having detailed employment information ent purposes. For example analysing in a survey and using a specialist coder frequently called numbers in order to to code a respondents industry into a offer personal discounts, or analysing 900 category industrial classification. flight destinations of frequent flyers to make special offers to them for flights The one thing that is different to stand- to those locations. ard data coding is that it does need a third party technical expert (the owner The real marketing value of this behav- of the Geodemographic system) to ioural data can be extracted when it is review the data and apply the code. combined with other data about customer This eventuality is covered in the ESOMAR habits, attitudes or characteristics; in other Notes on How to apply the ICC/ESOMAR words, when two independent personal International Code on Market and Social data files are combined. This is frequently Research: referred to as database enhancement. Article 12 – Responsibility 6.1. Database enhancement In order to meet the requirements of A simple example of database enhance- the Code and of good business practice, ment is adding geodemographic coding it is important for there to be contracts to a survey data file. The following guid- or written agreements between the ance on procedure can be applied to any researcher and the client and any other example of bringing together two personal parties (e.g. self-employed interview- data files for the purpose of creating a ers or subcontractors) setting out their more useful research database. Database respective responsibilities. enhancement is carried out by reputable Where elements of a research project research agencies in many countries. are subcontracted it is essential that The process, if carried out correctly, the researcher ensures in the contract involves no breach of confidentiality either with the subcontractor that they and, in in the coding process or in the analysis particular any interviewers, understand and use of the final anonymised data set. and fully conform to the requirements of the Code. Existing survey data is examined by a The process for ensuring the confiden- coding expert and each respondent is tiality of the personal survey data is to allocated to (in this example) one of 38 remove all personal data including the predefined codes. It is no different to respondent’s name from the address

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

data before passing it to the specialist till roll data recorded against the loyalty coding organisation. card. For legitimate research analysis, the process described for database Once the specialist coding is completed enhancement should be followed. and returned to the research agency, the codes are added to the rest of the database and from there on handled 7. Retail tracking as anonymised data for analysis. No information about a specific individual is RFID technology is currently being released outside the research company. developed to help retailers and pro- ducers with the logistics of getting If a respondent receives some form of products to the right place at the right marketing approach as a result of analysis time by tracking their whereabouts. of the survey data, they will receive it There are no examples at the moment because they are part of some much of the data being used for customer larger target group defined by survey tracking or linking product whereabouts analysis. It will not be based on their to identified individuals. This technology individual data as supplied in the survey. will be monitored by ESOMAR and revi- This is the same for any survey carried sions to this Guideline issued if needed. out to support marketing. A respondent who is representing a group of people with certain characteristics may receive 8. Physical monitoring marketing messages designed for that group of people. Neuromeasurement, the physical monitoring of respondents using sen- It is essential for the research agency to sors and devices such as EEG (Electro explain the relevant data protection issues Encephylogram) or fMRI (Functional to the third party coder and they must sign Magnetic Resonance Imaging) is a a declaration that they will comply with the growing area of consumer research. requirements of the ICC/ESOMAR Code The key issue here is informed consent. and data protection legislation. For both fMRI and EEG, the onus is on 6.2. Loyalty cards the research agency or neuromarketing Companies frequently want to bring company to explain fully the role and together loyalty card sign up informa- use of the technology, both at recruit- tion of customer surveys with detailed ment and prior to implementation. The

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

model which should be used parallels response to the environment we live that of qualitative research, and in in and things that we see, hear, taste, particular the role and use of viewing touch and smell. facilities, where filming and videoing has to be explained, client attendees Eye-tracking equipment is increasingly behind a mirror need to be explained, used with the EEG, where the consu- as well as the role, use and purpose of mers not only wear the “scull cap” for EEG the project. measurement, but they are also fitted with a pair of glasses, which monitor frontal In neuro-experiments, the researcher/ and retinal eye movement. Again, the neuroscientist must fully explain to the process of explanation is vital, but at the subject, in layman’s terms, the procedures same time, must be kept simple. being used. With fMRI, this is much more invasive, in so much that the respondent Researchers collecting psycho is in a laboratory environment, “being physiological data (psi-phi) (fMRI, EEG, strapped to a gurney”, whilst the head is electrocardiogram, skin conductance/ immobilised before being placed inside a resistance et al.) must have a clear very claustrophobic environment, prior retention policy for the data. This to exposure to any stimulus. In short, sort of data has significance beyond the experience is highly invasive, and behavioral data as it can be used for unless explained properly in terms of the medical purposes. With EEG and fMRI experiential procedure, could cause some the data may reveal hidden diseases or degree of anxiety. conditions. It should be made clear to the subjects that the MR Investigations The use of EEG is different; it is have no diagnostic role and that the significantly easier to understand researchers are not medically qualified as the equipment used is portable, to interpret the clinical implications of lightweight and non-invasive; whilst the data. The period for which data will the environment is more user friendly. be retained should be explained to the The process as with fMRI is to explain subject in case it needs to be reviewed simply the methodology, how the brain by medical personnel. works and the fact that EEG measures changes in electrical activity within the brain, which happens with every thought, movement and action as a

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

9. Further information

Queries about implementing the Guide- line should be sent to the ESOMAR Professional Standards Committee, [email protected]

Helpful links The Ethical Standards of the American Psychological Association www.apa.org/ethics

Project team Chair of Project Team: John O’Brien, consultant to the Professional Standards Committee Laurent Battais, managing director Marketingscan, France Hy Mariampolski, managing director Qualidata Research, USA Max Kalehoff, ex Buzzmetrics, USA Peter Laybourne, chairman Neuroco, UK Ana Claudia Medeiros, consumer and market insight manager Unilever, UK Dan Foreman, director, Opinium Research, UK

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

ESOMAR Eurocenter 2 Barbara Strozzilaan 384 1083 HN Amsterdam The Netherlands Tel +31 20 664 2141 Fax +31 20 664 2922 E-mail [email protected] www.esomar.org

ESOMAR WORLD RESEARCH CODES & GUIDELINES Passive Data Collection, Observation and Recording

ESOMAR is the world organisation for enabling better research into markets, consumers and societies. With 5000 members in over 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making. To facilitate this ongoing dialogue, ESOMAR creates and manages a comprehensive programme of industry-specific and thematic events, publications and communications, as well as actively advocating self-regulation and the worldwide code of practice.

www.esomar.org

ESOMAR WORLD RESEARCH CODES & GUIDELINES