Pollsters to adopt new ‘Canadianized’ international code of conduct

OTTAWA — The organization that represents most of Canada’s public opinion pollsters and market researchers says it will adopt a new code of conduct that mirrors global standards for such firms, but with a Canadian twist.

The Canadian Research Insights Council (CRIC) announced Monday that it has formed a partnership with ESOMAR, the body that oversees the global data, research and insights industry.

Under the partnership, CRIC said it would adopt a “Canadianized” version of ESOMAR’s most recent code of conduct and global standards.

The announcement comes as polling firms prepare for the upcoming federal election.

The council was formed in September after its predecessor, the Market Research and Intelligence Association, disbanded.

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That organization, formed in 2004, had previously been accused of not being transparent and failing to ensure its members live up to its own standards.

ESOMAR director Finn Raben said the new partnership with CRIC will help ensure that Canadian market researchers maintain a high standard for the ethical collection, use and storage of data.

The Canadian Press