There are 4 core principles that underpin the Guidelines:

Market researchers must:

1. Obtain informed consent from MR respondents, willingly given, to collect and use their data. Before you do this, you must make sure they clearly understand the specified and lawful purposes for which you’re collecting the data and how it will be used. In cases where you are collecting and using special category/sensitive personal data, you must obtain explicit consent.
2. Always observe the rights of respondents, including those of confidentiality, anonymity, and the right to withdraw at any stage.
3. Keep MR separate from any form of promotion. You must never use MR as a vehicle for disguised promotion. You must not carry out any activities, under the guise of MR which aim to manipulate, mislead or coerce individuals.
4. Forward any adverse events raised during the study (that meet the criteria) so you fulfil your responsibility to drug safety. You must of course do this without compromising respondents’ rights to anonymity and confidentiality.

Special category (previously referred to as sensitive) personal data includes information about race or ethnic origin, political opinions, religious beliefs, trade union membership, physical or mental health, sexual life, offences commissioned or carried out, whether alleged or committed. Health data includes biometric and genetic data.