Market research and ethics

Today’s business cannot be understood without the collection and processing of data, which makes market research an essential tool for the correct interpretation of audiences and the development of commercial strategies that contribute to the optimization of business management.
So far everything is understandable and natural, but how is this information handled? how is this data handled? what are the limits to its use or exploitation…? Ethics is a value that is not visible in itself, but that can compromise or condition such delicate or sensitive aspects as customer trust and, of course, their privacy or their legitimate right not to be used as a bargaining chip between companies.
The ethical commitment of a market research company should respond to four non-negotiable maxims:
1. Maximum respect for PRIVACY, guaranteeing total confidentiality to the sources and -if there are possible assignments- scrupulous information in this regard.
Total TRANSPARENCY in the communication of the use and scope of the data collected, always with an informed consent beforehand.
3. Equity and RESPECT for diversity, assuming sensitivities and cultural issues of the different audiences studied, and avoiding any kind of questionable bias.
4. SOCIAL RESPONSIBILITY, going beyond what is legally required, but acting with the mind set on possible benefits for the communities and social environments related to the studies.
At FOCUS Marketing Research South West Europe we are truly committed to our clients, and we are very conscious of our ethical obligations and responsibilities to those sources from which we source our information.
We are committed to reliable and long-lasting relationships with all our stakeholders and target audiences, because we believe that a solid business relationship (and reputation) is built on respect, understanding, transparency and a job well done.