Consultation starts on new MRS regulations

Date: 15 February 2007

MRS invites views on draft regulations for using research techniques for non-research purposes

Stakeholders from across market and social research have until 4 May 2007 to put forward their views on new rules which will regulate undertaking non-research exercises using research techniques.

MRS is holding its first open meeting on the new regulations on 12 March at 3pm, at its offices at 15 Northburgh Street, EC1V. All those involved with an interest in use of research techniques for non-research purposes are invited to attend, to discuss the terms of the ‘Using Research Techniques for Non-Research Purposes’ regulations and their impact on different elements of the research process.

The draft regulations, issued by the MRS Market Research Standards Board (MRSB), have come about in response to an increase in demand for researchers’ skills and techniques to be used to support marketing and business strategies not falling within ‘traditional’ research exercises – and extends to exercises that may have more than one purpose (such as research and marketing combined).

Applications can vary from using mystery shopping techniques to measure legislative compliance to using questionnaires to collect customer feedback for use in staff training – and all require specific regulations to ensure such activities are being conducted ethically.

MRSB Deputy Chairman, Ian Brace, explains: “MRS has issued these new regulations to expand upon the MRS Code of Conduct – and essentially help those across the sector to understand the key ethical considerations when using research techniques for non-research purposes. As research and marketing techniques have developed we have witnessed a steady growth in demand for this, and we want to set out clear regulations which complement the Code, and make clear the issues for consideration when using research techniques in this way.”

The regulations have been issued for a three-month consultation period, which ends on 4 May 2007.

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