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President’s Message

16 May Posted by in Cactus Call | Comments Off on President’s Message
President’s Message
 

Trust, Privacy, Ethics and Results

Who tuned in to their favorite news feed on April 10 & 11 to watch Facebook founder Marc Zuckerburg testify to the joint Congressional hearing? This event was but one thread of public interest in citizens’ battered confidence in organizational responsibility toward their privacy. Maybe you followed reporting of lawsuit activity and concern over HIPPA violations, data hacking breaches, ongoing robocalls and non-consent contact TCPA, and “Fake News”.

Our research companies must seek insights and opinions from a populace that is trying to protect their time and privacy. Potential respondents and focus group audiences balance their privacy against using ubiquitous social media and communication platforms. Fifty-Eight Percent of the public say it is harder to be well-informed due to increased information (Gallup/Knight Foundation survey Aug-Oct 2017). The degradation of trust of their privacy and security shows that 67% of the US and European public support major legislation to remedy the issues. (HarrisX tech Media Telecom survey, April 12-13, 2018).

In these current social and regulatory conditions, our Marketing Research and Data Analytics businesses navigate our own privacy and data security decisions for our companies, people and projects. We strive to drive revenue growth and serve our clients responsibly to earn their trust. Luckily, we are supported in our efforts.

Last month in Las Vegas, Insights Association CEO David Almy addressed the 32nd Annual Insights Association Joint Chapter Conference. As part of his State of the Industry presentation, Almy discussed our shared responsibility working with Primary Data to protect Personally Identifiable Information (Personal Data). He presciently highlighted the new 2018 Code of Standards and Ethics a week before Zuckerburg’s testimony. An important aspect of membership to the Insights Association is guidance for these decisions. Our leaders of the nascent national Insights Association have diligently defined a uniform Code of Standards and Ethics for Market Research and Data Analytics. https://www.insightsassociation.org/issues-policies/insights-association-code-standards-and-ethics-market-research-and-data-analytics-0. The Insights Association Code is the convergence of the former CASRO Code of Standards and Ethics and the MRA Code of Marketing Research Standards and influenced by ESOMAR/GRBN, ISO and PMRG guidance.

May 25th, 2018 brings the pending enforcement European General Data Protection Regulation (GDPR). Privacy position messages appear when we update our mobile apps, software services and websites as companies renew and refresh their privacy messages and agreements with their users. Our industry needs to look toward the GDPR as a guide of what future US regulation might contain. Until change in legal guidance or legislation is forced upon us, I urge all members to download the pdf of the Insights Association Code of Standards and Ethics from the link above. Consider how your company will support Personally Identifiable Information (Personal Data) protocols and procedures, growing your bond to our clients and the trust of our public.

With you ~

Jeb Bullis