MRS Issues Kids Research Video Guidance

In the UK, the Market Research Society (MRS) has issued new video recorded guidelines for researching children, designed to promote ethically driven standards in this field.

The series of five short films, which supplement existing MRS guidelines, are intended to ensure children are safeguarded when participating in research - from gaining consent and permission, to offering incentives and rewards. Kids and youth researchers also discuss the pitfalls of using digital media to research this market.

Richard Ellwood (pictured in one of the videos), Research Director of Walt Disney Company and also Deputy Chair of the Market Research Standards Board, comments: 'The new recordings provide an interactive means of interpreting the Code of Conduct, which supplements the existing written guidance, the FAQs and the MRS Codeline advisory service. Accessibility is key, and the short recordings will really engage practitioners on what it means to ethically work with children when conducting research.'

The recorded guidance is accessible at: www.mrs.org.uk/campaign/video/kids .