The Ten Principles for Research
The data protection rules for market research, public opinion research and data analytics are fully in line with the requirements of the ICC/ESOMAR Code and of the GDPR.
The PRO VÝZKUM campaign is run by SIMAR, the Czech association of market and public opinion research agencies.
- We guarantee that research is not selling
Researchers draw a clear distinction between research and any commercial activity (promotion or selling), and explain that distinction transparently to the people taking part.
- We protect the data
In collecting and working with data we do nothing that could put respondents' safety or well-being at risk. We ensure that the personal data used in research are thoroughly protected against unauthorised access. For vulnerable people and minors we apply special rules for considerate data collection.
- We minimise the data we collect and process
Researchers must limit the collection and/or processing of personal data to the items that are relevant to the research. Personal data will be kept only for as long as is strictly necessary and only for the purpose for which they were collected or used.
- We are transparent
We give people information about the types of personal data that are kept. We say openly why the data are being used and with whom they are shared.
- We have consent, or another lawful basis for processing
We collect all personal data with the respondent's consent. Other lawful bases include quality control of data collection and the formation of a contractual relationship. Passive data collection is also based on consent. We do not use personal data for any purpose other than the one for which consent was given.
- We share data only with explicit consent
We do not publish an individual's data and do not share them with the client who commissioned the research unless we have the respondent's explicit consent to do so.
- We respect respondents' rights
Researchers must allow data subjects, at any time, to withdraw from the research, to access their data and to have the personal data held about them corrected.
- We observe the rules of proper professional care
We are bound by the ICC/ESOMAR Code on data protection and by SIMAR's industry Code of personal data protection. SIMAR is the local body through which ESOMAR documents are commented on. Compliance with the rules is checked regularly at SIMAR member agencies.
- We stand behind our subcontractors
Our data subcontractors will follow the same rules we expect of the signatories of these Ten Principles. Where we cannot be sure that the principles were applied in collecting the data (including secondary data), we will not use those data.
- We put the principles into practice
Established and ethical procedures are an integral part of the process of collecting, processing and storing data in research. We make sure that every member of staff with access to personal data is properly trained in handling them.
