Mumbai: The Market Research Society of India (MRSI) has announced the adoption of the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics 2025, marking a major milestone in strengthening ethical and professional standards in India’s fast-advancing insights ecosystem.
The updated ICC/ESOMAR Code reflects the growing use of AI, synthetic data, and secondary data sources, while addressing the increasing need for trust, transparency, and responsible practices in research. It also accounts for the rapid integration of new technologies that is expected to create a more fragmented industry landscape, heightening the need for clear regulations. Recognised globally by more than 60 associations across over 50 countries, the Code has been jointly developed by ESOMAR and the International Chamber of Commerce (ICC) since 1977.
As India’s premier industry body since 1988, MRSI has consistently championed high professional standards through its member ecosystem. Its Professional Standards Committee (PSC)—established in 2020—oversees the industry’s self-regulation efforts, including disciplinary action against violations of the Code. Members are bound to MRSI’s frameworks, ensuring robust ethical standards in research delivery.
The PSC is chaired by Sathyamurthy Namakkal, Co-founder of AIMO Marketing Services LLP (DataPOEM), with committee members including Abhinav Goel, Senior Manager, Consumer & Marketplace Insights at Nestle India; Anjana Pillai, Partner at Quantum Consumer Solutions Pvt Ltd; Jyoti Malladi, Managing Director–Research of Ipsos India; and Priyamvada Sharma, Global Head – Consumer & Market Insights at Godrej Consumer Products.
The 2025 Code places renewed emphasis on ethical conduct, transparency, accountability, and human oversight. Key updates include:
- Duty of care: Stronger protections for children, young people, and vulnerable individuals.
- Data minimisation and protection: Restricting data collection to research-specific needs and anonymising personal data after use.
- AI and emerging technologies: New guidelines focusing on responsible AI usage, privacy safeguards, and transparency.
- Fit-for-purpose research: Ensuring methodologies accurately reflect target populations and clarifying responsibilities for all stakeholders, including self-service platform users.
- Transparency and accountability: Stronger disclosure requirements relating to methods, data sources, and limitations to help clients assess research validity.
Speaking on the alignment with the ICC/ESOMAR Code 2025, Nitin Kamat, Chief Growth & Partnerships Officer, TAM Media Research and President at MRSI, said, “Adopting the Code reiterates our industry’s commitment to ethical excellence and responsible data practices. It indicates that India is equipped to deliver work that is trusted, transparent and globally benchmarked. It brings in more accountability while signalling that member companies are stronger partners to deliver research that clients can rely on with complete confidence.”
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 strengthens international collaboration, sets a benchmark for responsible self-regulation, and builds a more trusted insights industry worldwide.”
With these revisions, the 2025 Code aims to remain current, globally aligned, and fit-for-purpose—reinforcing high ethical standards that build public trust across markets. MRSI will implement the ICC/ESOMAR International Code 2025 in India effective April 1, 2026.
