Data protection in market research

Data protection in market research is covered by a selection of international and national laws that outline how researchers should collect and store data safely. These laws are used in a variety of different industries; however, they are often simplified in the professional body’s code of conduct. The use of data protection in market research allows for the public to have confidence that their information isn’t being used unethically, thus maintaining the reputation of the market research industry.

The data protection laws have changed slightly since they were first established, with the last change in the UK being in 2018. This alteration saw a change in the Market Research Society Code of Conduct, which was then amended in 2019.

The General Data Protection Regulations (GDPR) are regulations in EU law that aim to give primary control to individuals over their data. It also helps regulate the transfer of data into and out of the EU. This law has meant new requirements for consent for the use and distribution of data that has encouraged many new regulations across the world to include the same parameters.

The advancements in technology have brought new concerns amongst the public about data protection. Online shopping websites have access to everything that customers search for on their website, which allows them to advertise products specifically for them. Furthermore, advertisements that appear on certain websites are often tailored specifically for the user based on their recent purchases and search results, allowing for greater concerns in the wider public.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.