Education market research and the MRS
Insightful Research is a member of the Market Research Society (MRS). As a leading education market research company, we adhere to a strict code of conduct. Read on to learn more and see why you should work with MRS-member agencies.
What is the Market Research Society (MRS)?
​The Market Research Society (MRS) is the UK's leading professional body for research, insight, and analytics. It acts as a regulatory body for the industry and represents 5000 individual members and 500 companies across 50 countries. As members, education market research agencies prove their commitment to ethical research and best practices.
Members can also network with fellow industry professionals, access industry guidelines, and learn with continual professional development (CPD). The society also acts as the voice for the research community to policymakers and other key players. Its guidelines and standards are especially relevant for education market research as insights can shape policies in schools and universities. It’s open to all sectors, not just learning and education..
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Overview of the MRS Code of Conduct
The MRS Code of Conduct is a comprehensive framework that members must follow. It promotes ethical research, integrity, transparency, and respect for participants. Key themes include:
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Voluntary participation
Members of the public or organisation cannot be forced to take part.
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Honesty and objectivity
Researchers must be honest and objective in their work and not deceive clients or participants, or manipulate insights. Members must avoid conflict of interest too.
Participant rights
Respondents have the right to be fully informed about the purpose of the research and how their data will be used. They also have the right to withdraw at any time.
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Confidentiality
Researchers must ensure that the information they collect remains confidential. They must inform participants if they are being recorded or monitored during the research.
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Quality Assurance
Research design must guarantee high-quality and reliable insights with techniques that can be used over again.
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Compliance
Research must comply with relevant legislation and industry regulations.
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MRS Binding guidlings
The MRS sets “Binding guidelines” that reinforce the Code of Conduct. Members who don’t comply risk losing their membership. The rules promote integrity and accountability among researchers, protect participants' rights, and ensure credibility.
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Binding regulations cover:
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Data collection techniques
Outlines approved methodologies and ensure techniques are appropriate for the target demographic. It also includes guidelines on using technology, such as online surveys and digital interviews.​
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Informed consent procedures
Details how researchers can obtain and document participant consent, and how to ensure they understand the purpose of the research.
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Handling sensitive data
Guarantees data protection and includes specific protocols for managing sensitive data, including personal and health-related information.
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Research with vulnerable groups
Provides additional guidelines for conducting research involving vulnerable populations, such as children, the elderly, or individuals with disabilities. Researchers must take extra precautions to protect these groups.​
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Quality control
Mandates QA measures, including regular audits of data collection methods and participant interactions to ensure compliance.
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Reporting and transparency
Establishes expectations for how research findings should be reported. This regulation reinforces the need for honesty when presenting results to stakeholders.
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Consequences for non-compliance
Clearly states the penalties for failing to adhere to the Code of Conduct, including potential disciplinary action or losing MRS membership.​
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Why it’s important in education market research
As education market research can influence policy decisions in schools, its findings can potentially impact future generations. Insights from education market research can help inform decisions about anything from teacher training to curriculum development. For example, at Insightful Research, we’ve conducted research projects about understanding career education in UK schools or talking period poverty with teens.
These are important topics in young people's lives. By following the MRS Code of Conduct, researchers ensure education market research is ethical and conducted with the participants' best interests in mind. Membership of MRS also means researchers learn how to conduct education market research with children and young people too.
The Code of Conduct also covers working with children and young people. For example, parents have to give consent for participants under the age of 16, while 16-17-year-olds can consent if fully informed. Regulations state that research methods must be age-appropriate methods and safeguard children's rights. Researchers may also need risk assessments and background checks when conducting research with children.
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Do education market research agencies have to be members of the MRS?
Education market research agencies are not legally required to be members of the Market Research Society (MRS). Membership is voluntary and proves a researcher’s credibility and commitment to ethics. While non-members can conduct research, there are significant benefits to working with MRS-affiliated companies. These include:
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Peace of mind that your research project will be compliant
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More reliable insights thanks to professional research design and tried-and-tested methods
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Less worry about legal issues or bad press from dodgy research practices
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Working with well-trained researchers who are up to speed on the latest industry trends and best practices
Unfortunately, there are many consultants out there who "tack on" education market research as a service without being an MRS member. Commissioning research from non-members may lead to less reliable insights, which could have negative impacts on the decisions taken in your business. While these researchers often mean well, they lack the specific training and guidelines that MRS provides. This gap in expertise can result in overlooked details, misinterpreted data, and a poor participant experience..
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Is Insightful Research a member of the MRS?
Yes, Insightful Research is a member of the Market Research Society (MRS). We’re a boutique education market research agency that covers the entire learning sector, from schools to academic publishers. Our education market research methods include surveys, interviews, focus groups, and desk research. Contact us today to talk about the insights you need. If this is your first time, our beginner’s guide to education market research may come in handy.​
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How can we help?
If you would like to ask our advice, book a
no-obligation 30 minute consultation with us to discuss your research requirements or to simply have a chat and find out more about what we do.
Alternatively, use the briefing form to start discussing a new project, give Jill Elston a call on +44 (0)7703 462179 or email us jill@insightfulresearch.co.uk