Code of Professional Practice

1. Scope and Purpose

This Code of Professional Practice defines the professional standards and principles expected of all members of the MRCA Association.

It applies to all professional activities conducted by members within the scope of market research and fieldwork, including quantitative, qualitative, hybrid and operational practices.

The purpose of this Code is to establish a shared professional reference framework that supports trust, consistency and reliability across diverse contexts, methodologies and markets.

2. Professional Integrity

Members shall conduct their professional activities with honesty, transparency and integrity.

Members must not knowingly misrepresent their qualifications, experience, role, or capacity, nor engage in practices intended to mislead clients, partners, participants or peers.

Professional claims must be accurate and proportionate to actual competence and experience.

3. Reliability and Professional Commitment

Members are expected to approach professional engagements with a high level of reliability and seriousness.

This includes:

• respecting agreed timelines and deliverables;
• maintaining clear and timely communication;
• notifying relevant parties promptly in the event of constraints, delays or changes.

Professional commitments shall not be accepted without reasonable confidence in the member’s capacity to fulfil them.

4. Competence and Professional Scope

Members shall operate within areas in which they possess appropriate competence, experience and understanding.

Where an assignment exceeds a member’s professional scope, the member shall:

• decline the assignment, or
• seek appropriate collaboration or support.

Members must not compromise research quality or integrity by undertaking work beyond their demonstrated expertise.

5. Methodological Responsibility

Members shall apply methodologies and operational practices appropriate to the research objectives and context.

This includes:

• respecting methodological rigour;
• avoiding practices that could distort results or compromise validity;
• recognising the limits of methods used and communicating them clearly where relevant.

Where digital tools, automation systems, data processing platforms or artificial intelligence technologies are used in research or professional activities, members remain fully responsible for the integrity, accuracy, transparency and ethical compliance of any outputs generated. The use of such technologies does not diminish the member’s professional accountability.

6. Confidentiality and Data Responsibility

Members must respect the confidentiality of information entrusted to them by clients, participants and partners.

All handling of personal or sensitive data must comply with applicable data protection laws and professional standards, including GDPR where applicable.

Members are responsible for ensuring that data is collected, stored, processed and transferred in a lawful and secure manner.

Members act as independent data controllers or processors within the scope of their professional activities and are individually responsible for ensuring compliance with applicable data protection laws. MRCA does not assume responsibility for members’ independent data processing activities.

7. Respectful and Ethical Conduct

Members shall act with professionalism and respect in all interactions.

Discriminatory, abusive, coercive or unethical behaviour is incompatible with MRCA standards.

Members must respect cultural, social and professional contexts when operating across regions and markets.

8. Independence and Conflict of Interest

Members retain full professional independence.

Membership of the MRCA does not imply exclusivity, commercial alignment or representation.

Members must disclose relevant conflicts of interest where such conflicts may reasonably affect professional judgement or outcomes.

Members shall avoid any conduct, including digital communications, public statements or online representations, that may materially damage the reputation, integrity or credibility of MRCA.

9. Collaboration and Professional Environment

Members are expected to contribute to a professional environment based on trust, clarity and mutual respect.

Professional disagreements shall be handled constructively and without personal or reputational harm to other professionals.

10. Compliance and Accountability

Members are expected to remain informed of relevant professional, ethical and regulatory standards applicable to their activities.

Failure to comply with this Code may result in review, corrective measures, suspension or termination of membership, in accordance with MRCA procedures.

11. Application of the Code

This Code applies for the full duration of membership.

The version of the Code in force at the time of membership shall apply.This Code of Professional Practice forms part of the MRCA Membership framework.

Binding obligations applicable to Members, including enforcement and disciplinary procedures, are defined in the MRCA Membership Terms and Conditions and associated governance documents.

12. Relationship with International Professional Codes

The MRCA Code of Professional Practice is designed to align with internationally recognised principles governing ethical and professional conduct in market research.

Where relevant, MRCA standards are consistent with the core principles promoted by the ICC and ESOMAR, while focusing on their practical application within independent, operational, and cross-market research contexts.

The MRCA does not replace or supersede existing international codes, but provides a complementary professional framework adapted to the realities of independent practice worldwide.