Data Protection

In the UK, the Data Protection Act of 1998 regulates the collection, storage, use and dissemination of personal data. The law and its implications for qualitative market researchers are complex, but it certainly covers the collection and use of participants' personal details, and the circulation of research materials such as videos by which individuals may be recognised. Anyone who collects and stores personal data is required to register with the Office of Information Commissioner. Many of the requirements of the law are also covered by relevant codes of conduct; these and a set of guidelines regarding data protection are provided by the MRS.