Market Research Society of India (MRSI) has announced the adoption of ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 2025. The ICC/ESOMAR International Code 2025 takes into consideration the increasing use of AI, synthetic and secondary data usage, and the need for high levels of trust in market research and insights. It also factors in the industry’s rapid adoption of new technology, which is expected to develop a fragmented ecosystem, and the need for clearer and appropriate regulations.  Globally recognised by over 60 industry associations across 50+ countries, the Code is developed in partnership between ESOMAR and the International Chamber of Commerce (ICC) since 1977.

As India’s foremost industry body since 1988 for the research and insights industry, MRSI upholds the highest quality professional standards through its members. MRSI, along with its Professional Standards Committee (PSC) set up in 2020, spearheads the industry’s self-regulation model, with the PSC undertaking responsibility for disciplinary action for members found in violation of the Code. Members are bound to the frameworks established by MRSI, ensuring high standards and ethics in market research through the adoption of the Code, among other guidelines and standards. MRSI’s PSC is chaired by Sathyamurthy Namakkal, Co-founder of AIMO Marketing Services (DataPOEM) and is supported by committee members Abhinav Goel, Senior Manager, Consumer & Marketplace Insights at Nestle India, Anjana Pillai, Partner at Quantum Consumer Solutions, Jyoti Malladi, Managing Director-Research of Ipsos India and Priyamvada Sharma, Global Head – Consumer & Market Insights of Godrej Consumer Products.

The 2025 Code emphasises ethical conduct, accountability, transparency, and the necessity for human oversight. Among the key updates to the 2025 Code are:

· ‘Duty of care’ which ensures stronger protection for children, young people, and vulnerable individuals.

· ‘Data minimisation, protection’ limits data collection specific to the purpose of research, and anonymizes personal data post usage.

· The 2025 Code also introduces guidelines for ‘AI and emerging technologies’ which addresses the responsible use of AI, data privacy, and transparency, ensuring that research keeps pace with       technological change.

·‘ Fit-for-purpose research’ emphasises on designing research that accurately reflects the population being studied, and on the responsibilities of all parties involved, including those using self-service platforms.

· ‘Transparency and accountability’ makes way for enhanced requirements for disclosing methods, data sources, and limitations, helping clients and the public to assess the validity of research findings. 

On aligning with ICC/ESOMAR International Code 2025 in India, Nitin Kamat, Chief Growth & Partnerships Officer, TAM Media Research and President at Market Research Society of India, said: “Adopting the Code reiterates our industry’s commitment to ethical excellence and responsible data practices. It indicates that India is equipped to deliver work that is trusted, transparent and globally benchmarked. It brings in more accountability while signalling that member companies are stronger partners to deliver research that clients can rely on with complete confidence.”

“ESOMAR celebrates MRSI’s adoption of the ICC/ESOMAR International Code of Conduct, a milestone that reflects India’s leadership in ethical research. This achievement strengthens international collaboration, sets a benchmark for responsible self-regulation, and builds a more trusted insights industry worldwide,” added Anne-Sophie Damelincourt, Current ESOMAR President.

These revisions ensure that the Code is current and fit-for-purpose, with high ethical standards that foster public confidence worldwide. The ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 2025 will be implemented by MRSI with effect from April 1st 2026

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Categories: Press Releases

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