When analysing and reporting we must ensure that:

• Interpretation and conclusions are adequately supported by the research findings
• The technical detail required to assess the validity of findings must be available, including sample size, sample design and selection procedure, question source and statistical tests used
• Information is made available if required, regarding: the method of data collection and any instruments used, any data cleaning, weighting or post-field adjustments applied, any substantive limitations affecting the validity of the findings
• Reports and presentations distinguish between factual reporting of data and the researcher’s interpretation

When market research is intended to be shared in the public domain (for example in association with PR activities) we must ensure that:

• The sponsoring company does not share primary market research findings without the agency’s approval unless it has been agreed otherwise in advance
• Researchers must ensure reported findings are not misleading, including client-prepared materials
• Full details of the source must be referenced and enough detail must be included to allow the audience to assess the quality of the data and the validity of the conclusions

• Has the data been cut or manipulated? If so are the requirements above still met?
• What was the respondent told at recruitment about how the data would be used? Does this reflect what is actually being released?