New Delhi: Market Research Institute of India (MRSI) has adopted the ICC-ESOMAR International Code of Market, Opinion, Social Research and Data Analytics 2025, bringing modern ethical and operational standards to India’s expanding research and insights industry.
The revised Code reflects the increased use of AI, synthetic datasets, and secondary data, as well as the need for greater trust and transparency as the sector deploys new technologies at scale.
The ICC-ESOMAR Code is recognized by over 60 industry associations in over 50 countries and has been jointly developed by ESOMAR and the International Chamber of Commerce since 1977.
As India’s leading industry body providing research and insights since 1988, MRSI operates a self-regulatory framework through the Professional Standards Committee (PSC) established in 2020. The PSC is responsible for the disciplinary process when members violate the Code. The committee is chaired by Satyamurthy Namakkal and has members Abhinav Goel, Anjana Pillai, Jyoti Maladi and Priyamvada Sharma representing FMCG, research and consulting organizations.
The 2025 Code introduces a series of updates aimed at addressing contemporary research practices, including:
- Duty of care: stronger safeguards for children, young people and vulnerable individuals.
- Data minimization and protection: We limit data collection to what is necessary for research purposes and anonymize personal information after use.
- Guidelines for AI and emerging technologies: Outline responsible AI adoption, data privacy expectations, and transparency requirements as tools evolve.
- Fit-for-purpose research: Reinforces the need for research designs that accurately represent the population and establishes accountability for all stakeholders, including users of self-service platforms.
- Transparency and accountability: There is a growing need to disclose methods, data sources, and limitations so that clients and the public can assess the validity of research.
Commenting on the adoption of the latest Code in India, Nitin Kamat, Chief Growth and Partnerships Officer, TAM Media Research and President, MRSI said, “The adoption of the Code reaffirms the industry’s commitment to ethical excellence and responsible data practices. “It demonstrates our ability to deliver transparent, globally benchmarked research. This provides greater accountability while also demonstrating that our members are strong partners in providing research that our clients can fully trust.”
Anne-Sophie Damelincourt, current ESOMAR president, added: “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 will strengthen international cooperation, set benchmarks for responsible self-regulation, and build a more trusted insights industry around the world.”
MRSI will implement the ICC-ESOMAR International Norm 2025 from April 1, 2026.
