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. The updated Code has taken into account the growing use of AI, synthetic data, secondary data sources and the need for higher levels of trust in research and insights.
MRSI has continued to uphold ethical standards and professional conduct across the industry through its member framework and the Professional Standards Committee (PSC), which has been responsible for overseeing adherence and disciplinary actions since 2020. The PSC has been chaired by Sathyamurthy Namakkal and supported by senior research leaders from Nestlé India, Quantum Consumer Solutions, Ipsos India and Godrej Consumer Products.
The revised Code has introduced stronger provisions for duty of care, data minimisation and protection, guidelines for responsible use of AI and emerging technologies, fit-for-purpose research design and greater disclosure of methodologies and data sources. These measures have been aimed at ensuring transparency and reinforcing public confidence in research outcomes.
The ICC/ESOMAR International Code 2025 has been recognised worldwide by industry associations and has been set for implementation by MRSI effective April 1, 2026.
“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.”, Nitin Kamat, Chief Growth & Partnerships Officer, TAM Media Research and President at Market Research Society of India
“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.”, Anne-Sophie Damelincourt, Current ESOMAR President.
