PASSIVE DATA COLLECTION, OBSERVATION AND RECORDING - ESOMAR WORLD RESEARCH CODES & GUIDELINES
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Passive Data Collection, Observation and Recording
ESOMAR WORLD RESEARCH CODES & GUIDELINES
Passive Data Collection,
Observation and
Recording
ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive Data Collection, Observation and Recording
All ESOMAR world research codes and
guidelines, including latest updates, are
available online at www.esomar.org
© 2009 ESOMAR. All rights reserved. Last revised February 2009
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 & GUIDELINESPassive Data Collection, Observation and Recording
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 & GUIDELINESPassive 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
2
ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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 guid-
ance 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 beha-
viour; 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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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.
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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 pur-
poses 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 inter-
views 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.
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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 par-
ticularly 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 & GUIDELINESPassive 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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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.
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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
15
ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive Data Collection, Observation and Recording
9. Further information
Queries about implementing the Guide-
line should be sent to the ESOMAR
Professional Standards Committee,
professional.standards@esomar.org
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
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ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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 professional.standards@esomar.org
www.esomar.org
ESOMAR WORLD RESEARCH CODES & GUIDELINESPassive 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
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