Leading this important discussion was Nigel Spackman, Chairman of the newly-merged NFO World Group UK, and David Bright, Head of Strategy at Barclays Retail Financial Services. Both men advocate a relaxation in the current strict confidentiality guidelines to fall more in line with the Data Protection Act 1998’s "specified purpose" principle. (This ruling dictates that data must only be used for the purposes for which it was collected, but it does not require that the information remains confidential if the respondent consents to its release). Responding to the whole debate was Elizabeth France, the Information Commissioner, who is particularly versed in the implications of the Data Protection Act 1998 for researchers. This is particularly in light of the treatment of personal data.

As most readers are aware, the current confidentiality guidelines mean that researchers are not permitted to pass the details of individuals to clients. This is even in cases where the respondent has requested it. The repercussions are numerous, including the fact that clients are unable to use market research findings to update customer databases.

Many market researchers therefore believe that greater transparency in data collection would help in many ways, and would benefit all parties involved. This indeed is Bright’s own view. Greater transparency between researchers and respondents would actually help to build trust, as well as provide a more accurate supply of information to the client. In the past, Bright has commented that, "There is a general assumption within the market research industry that strict confidentiality equates to sound ethical practice. This is not necessarily the case. As a profession, we need to take serious stock of our handling of personal data and look for more effective ways to use the information we receive while ensuring we maintain the highest respect for our respondents."