MUMBAI — The Market Research Society of India (MRSI) announced it will adopt the 2025 ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics, a framework that addresses emerging technologies, expanded data use, and the need for stronger ethical standards in the research and insights sector.
According to the announcement, the updated Code reflects the growing use of artificial intelligence, synthetic data, and secondary data, as well as the rapid technological changes shaping a more fragmented research ecosystem. Developed jointly by ESOMAR and the International Chamber of Commerce since 1977, the Code is recognized by more than 60 industry associations in over 50 countries.
MRSI, established in 1988, said the adoption aligns with its commitment to professional standards and industry self-regulation. Its Professional Standards Committee (PSC), formed in 2020, oversees disciplinary action for member violations. The PSC is chaired by Sathyamurthy Namakkal and includes members Abhinav Goel, Anjana Pillai, Jyoti Malladi, and Priyamvada Sharma.
Key updates to the 2025 Code include enhanced duty of care provisions for children, young people, and vulnerable individuals; stricter data minimization and anonymization requirements; and new guidelines for the use of AI and other emerging technologies. The Code also stresses designing research that accurately represents target populations and increasing transparency around methodologies, data sources, and limitations.
Nitin Kamat, President of MRSI, said the adoption reflects the sector’s commitment to ethical and transparent practices and positions India to deliver research aligned with global expectations. ESOMAR President Anne-Sophie Damelincourt said the move strengthens international collaboration and supports responsible self-regulation across the insights industry.
MRSI will implement the 2025 ICC/ESOMAR Code beginning April 1, 2026.
