Codes & Standards

Title ESOMAR Guideline for conducting mobile market research
Year 2012

This guideline covers the collection of information by mobile device (mobile phones, tablets and other similar mobile computing devices) for market, opinion or social research purposes (hereafter referred to as market research). It recognises that there are many different activities enabled by these devices of which market research is just one. These may include personal communication and accessing social media networks but also advertising and direct marketing. It is critical that researchers do not allow any personal data they collect in a market research project to be used for any purpose other than market research.

Covered fieldsGeneral research (with Web sections)