ESOMAR and GRBN launch new guidelines on mobile research

Esomar and the Global Research Business Network (GRBN) have issued guidelines for market, opinion and social research and data analytics sectors, highlighting the best practices for conducting mobile research.

This new Guideline on Mobile Research aligns global policies with developing regulations and technology and the latest international developments for best practice in this area. Mobile research is a rapidly evolving field and a growing market which accounts for $1.8bn global annual turnover and is widely used in advanced as well as developing economies.

Mobile research ranges from calling or texting respondents to ask them questions, to participants videoing how they perform daily tasks such as cooking and more recently, to collecting data generated by mobile devices such as geo-location data, all to provide researchers with richer insights about attitudes and behaviour. This new guideline is designed to help researchers address legal, ethical and practical considerations in using new technologies when conducting mobile research.

Finn Raben, director general of Esomar said: “With the omnipresence of smartphones it is of utmost importance that our sector is effectively expressing our traditional values of respect for individuals and scientific integrity in new and emerging mobile research methods.”

Andrew Cannon, executive director of the GRBN, added: “The use of mobile research methods will continue to grow, and we have improved guidance for practitioners by successfully reconciled two existing mobile research guidelines into the one authoritative document. We expect that this update will be one of many as the legal and ethical parameters of mobile research continue to evolve.”

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