MRSI adopts ICC/ESOMAR 2025 Code to strengthen ethical research

The Market Research Society of India has adopted the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 2025. The updated Code reflects the growing use of AI, synthetic data, secondary data and emerging technologies in research, alongside the industry's need for trust, transparency and clear regulatory frameworks. The Code, recognised by more than 60 associations across over 50 countries, has been jointly developed by ESOMAR and the International Chamber of Commerce since 1977.

As India’s primary industry body for research and insights since 1988, MRSI aligns its members to consistent professional standards through a self-regulation model overseen by its Professional Standards Committee, established in 2020. The committee is responsible for disciplinary action in cases of Code violations. It is chaired by Sathyamurthy Namakkal, co-founder of AIMO Marketing Services LLP (DataPOEM), and includes Abhinav Goel of Nestle India, Anjana Pillai of Quantum Consumer Solutions, Jyoti Malladi of Ipsos India and Priyamvada Sharma of Godrej Consumer Products.

The 2025 Code introduces several updates. Duty of care provisions strengthen protections for children, young people and vulnerable individuals. Data minimisation measures limit collection to information strictly required for research and mandate anonymisation after use. New guidelines on AI and emerging technologies outline expectations for responsible deployment, data privacy and transparency.

Fit-for-purpose research requirements emphasise accurate representation of the studied population and the responsibilities of all stakeholders, including users of self-service platforms. Enhanced transparency and accountability principles mandate disclosure of methods, data sources and limitations.

Nitin Kamat, chief growth and partnerships officer at TAM Media Research and president of MRSI, said the adoption reinforces India’s commitment to ethical, transparent and globally benchmarked research practices. ESOMAR president Anne-Sophie Damelincourt added that the move strengthens international collaboration and supports responsible self-regulation.

MRSI will implement the ICC/ESOMAR 2025 Code in India from 1 April 2026.