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    New Global Guideline for Online Research

    Philippe Guilbert, SVP Quality & Innovation, Managing Director France

    We, at Toluna, are happy to see that the new guideline Global Guideline for Online Research authored by Esomar and GRBN covers key topics that are pertinent to our business.

    The Global Research Business Network connects 39 research associations like CASRO, AMSRS, JMRA, EFAMRO… The published guideline includes rules and best practices in managing participants, client relationship, sample management and data protection.

    The document is already available at https://www.esomar.org/knowledge-and-standards/codes-and-guidelines/online-research-guideline.php and http://www.grbn.org/userfiles/Online_Research_Guideline_Oct_21_2015.pdf

    Technology has been the propellant for change and evolution for the market research industry, and we believe that the changes will continue with further new opportunities for online communities and passive measurement, as just two examples.

    We need to ensure that research respondents too are considered.   Without the appropriate care of participants, Toluna would not have almost 9 million of engaged panelists. For clients, the transparency on sample sources, panel recruitment and channel management is also crucial in the relationship with our +2500 clients over the world.

    As Toluna’s SVP Quality and member of the ESOMAR Professional Standards Committee, I have the opportunity to participate to the group of international experts who has defined the document. This guideline summarizes the key elements that every researcher must know about online research. Some other Esomar or GRBN documents may go further on specific topics like Data Protection, Online Sample Quality, Social Media research if needed. But having one global document defining the best practices for all regions is a great step ahead!