When using product profiles in research it is essential to understand the purpose of showing the profiles to respondents in the research project. This determines how to present these in an ethical way, within BHBIA guidelines and the ABPI code of practice.

 The main risks in showing product profiles in research are:

• Perception of disguised promotion
• Unbalanced presentation of information which does not meet the industry’s ethical standards

 There are many legitimate research objectives which may require presenting product profiles.

The key principles to ensure profiles are shown in a compliant and ethical way are:

• Transparency of the reason that the profiles are presented
• Blinding the profile as much as possible while still being able to meet the purpose of the research
• Ensuring information is balanced
• Ensuring the depth of information shown is appropriate for the audience and purpose of the research