Research insights
From survey to shelf: the life of a new product idea
Every new product on a store shelf started as an idea. Learn how survey takers shape new items from the earliest concept to the final launch.
Research ethics codes: what researchers promise you
Market research has its own rulebooks. Professional bodies in many countries publish codes of conduct that researchers agree to follow. You do not need to read them in full, but knowing the main promises helps you spot good research and recognize when something is wrong.
Key points
- Professional research bodies such as ESOMAR, the Insights Association and the Market Research Society publish codes of conduct for researchers.
- The codes share core promises: taking part is voluntary, participants are told what is happening, and personal data is protected.
- Research must be kept separate from selling. A study should never turn into a sales pitch.
- Extra care is required when research involves children or vulnerable people.
Who writes the codes
Several organizations set standards for the research industry. Among the best known are:
- ESOMAR, a global association for research and data professionals, which publishes an international code together with the International Chamber of Commerce.
- The Insights Association in the United States, which publishes a code of standards for its members.
- The Market Research Society (MRS) in the UK, which publishes a code of conduct.
Many other countries have their own associations with similar codes. Companies that join these bodies agree to follow their rules, and some codes are enforced through complaint and disciplinary processes.
The core promises
Codes differ in detail, but they share a common set of principles.
Taking part is voluntary
You choose whether to take part, and you can stop at any time. You should not be pressured, tricked or made to feel you owe anyone your participation.
You are told what is happening
Researchers must be honest about who they are, the general purpose of the research, how long it will take and how your data will be used. Some details, such as the client's name, can be held back to avoid influencing your answers, but you should never be misled about the nature of the study.
Research is not selling
This is one of the most important principles. A genuine research study must not be used to sell you something or to collect your details for marketing. Pretending to do research while selling is known as "sugging", short for selling under the guise of research, and it is prohibited by professional codes.
Spot the difference. If a "survey" ends with a special offer, asks you to buy something or passes your number to a sales team, it is marketing, not research.
Your data is protected
Researchers must handle personal data lawfully, keep it secure and use it only for the purposes you were told about. Identities should not be revealed to clients without your clear permission.
No harm
Participants should not be harmed, embarrassed or disadvantaged by taking part. Researchers must think about the effect of sensitive topics and give you the option to skip questions.
Special care for children and vulnerable people
Research with children requires consent from a parent or guardian, and the child's agreement too. Researchers must also take extra care with people who may be vulnerable, for example because of illness, age or difficult circumstances.
Honesty in reporting
Researchers must report findings accurately and not misrepresent what participants said.
What this means in practice
For you, these codes translate into everyday experiences:
- clear invitations that state length and reward
- consent forms before recorded sessions, as explained in our guide to recording and consent
- the option to skip sensitive questions
- privacy notices explaining how data is used
- no sales calls after a study
If something feels wrong
If you think a study has broken these principles, for example it turned into a sales pitch, misled you or mishandled your data:
- Contact the panel or research company that invited you and explain what happened.
- If you are not satisfied, check whether the company is a member of a professional body, which may have a complaints process.
- For data protection issues, you can also contact your national data protection authority.
We take reports seriously and use them to decide which partners we work with.
Our commitment
Reward Hours is run by Research and Metric, a market research fieldwork company. We follow the ICC/ESOMAR International Code and other recognized professional standards in research, keep research separate from marketing and protect members' data. If you ever have a concern about a study you were invited to, please tell us.
Common questions
Do all research companies follow these codes?
Members of professional bodies agree to, and many other companies follow similar principles. Checking for membership or a published code is a good sign of a responsible company.
Can a researcher refuse to tell me who the client is?
Yes, during the study, if knowing could affect your answers. But the research company running the study must always be identified, and the purpose must not be misrepresented.
Is it acceptable for a study to ask about my health?
It can be, if the study needs it and you have been told why. Such questions should be optional, and the data must be handled with extra protection.
