Research Topics:

The Business of Research

Content Type:

Glossary

ESOMAR (formerly known as the European Society for Opinion and Marketing Research) Definition

A worldwide association, ESOMAR endeavors to facilitate the exchange of insights and experiences between providers and users of market research to optimize use of research data into the decision making process.

ESOMAR, formerly known as the European Society for Opinion and Marketing Research, promotes market research and opinion analysis throughout the world. The organization establishes ethical standards, provides guidelines and fosters collaboration among marketing professionals. What’s more, it strives to maintain the quality and integrity of the industry. Its goal is to facilitate the exchange of insights and experiences between providers and users of market research to optimize use of research data into the decision making process. ESOMAR's best practices raise industry standards and develop insights that drive business decisions.

Who relies on ESOMAR?

Market researchers, data analysts, companies conducting consumer studies, academia and governmental bodies follow ESOMAR guidelines to ensure ethical and accurate research practices.

Why should I care about ESOMAR?

ESOMAR and its principles and standards benefit marketing professionals and businesses. The organization offers guidance on ethical data collection, analysis, and reporting, thus making certain that research is credible and reliable.