ENGAGEESOMAR/GRBN
101 tipsGuideline on Research
to improveand Data Analytics withthe research participantChildren, Young People,
and Other Vulnerable
user experience
Individuals
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ENGAGEESOMAR is the global voice of the data, researchand insights community. With more than 6,000
Individual Members and 600+ Corporate Members
from 130+ countries, ESOMAR represents theinterests of 45,000 professionals, all of whom agree
to uphold the ICC/ESOMAR International Code.

Global Research Business Network, GRBN,connects 4 regional federations, over 40 national
market, social and opinion research associations
and over 3500 research businesses on sixcontinents.

101 tips
to improve
the research participant
user experience
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ESOMAR promotes the value of market, opinion
and social research and data analytics, and has
been providing ethical and professional guidance
to it's global membership community for morethan 70 years.
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Premier Sponsor© 2018 ESOMAR and GRBN.This guideline is drafted in English and the English text is thedefinitive version. The text may be copied, distributed and transmitted under the condition
that appropriate attribution is made and the following notice is included “© 2018 ESOMARand GRBN”.
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Table ofContents
1Introduction

52

Purpose and Scope

63Definitions

74

Age of a Child or Young Person

95

Consent for Research on Children

10

5.1

11

The Consent Process

6Vulnerable Individuals

12

7

Avoiding Harm

13

7.1

14

8

Secondary Data

References

15

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ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

1Introduction
A considerable amount of market, opinion, and social research and data analytics relies on thecollection and processing of data from children, young people, and other vulnerable individuals.
This is a legitimate and valuable form of research in which these individuals are entitled to thesame rights and protections afforded other data subjects. As some may require special care there
are precautions researchers are obliged to take to ensure the welfare of individual data subjects.

6ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

2Purpose and Scope
This document provides guidance to researchers

comprise the GRBN. Rather, it is intended to beon the special care required when undertaking

an interpretation of the foundational principles

research with children, young people, andof those codes in the context of research whereother vulnerable individuals. Its principal focus

individuals share data or information in any

is the ethical and legal issues involved, rather

setting, or in any form.

than the technical problems of such research.
Thus, the welfare of individual data subjects

Researchers also must consult national lawsis the overriding consideration. They must notand self-regulatory codes in the jurisdictions

be disturbed or harmed as a direct result of

where the data will be collected to determine

participating in research, or having their datawhen and from whom consent is required orprocessed and analysed for a research purpose.

where cultural sensitivities require particulartreatment.

The guidance in this document is directed at
researchers working in research agencies and in

Throughout this document the word “must” isclient organizations, as well as non-researchers

used to identify mandatory requirements. We use

using DIY methods. It applies to both active

the word “must” when describing a principle orand passive data collection methods. It is notpractice that researchers are obliged to follow.

intended to be a substitute for a thoroughThe word “should” is used when describing

reading and understanding of the ICC/ESOMARimplementation. This usage is meant to recogniseInternational Code on Market, Opinion, andthat researchers may choose to implement a

Social Research and Data Analytics, or theprinciple or practice in different ways depending

individual codes of the 45 associations thaton the design of their research.

7ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

3Definitions
For the purpose of this Code the following terms have this specific meaning:
Active research means the collection of data

Data subject means any individual whosethrough direct interaction with a data subject.

personal data is used in research.

Examples include a survey, a focus group, orother research methodology, either in-person

Harm means tangible and material harm (suchor via some other means of (e.g., telephone,

as physical injury or financial loss), intangible

mail, or online, including email, text message

or moral harm (such as damage to reputationor other electronic means).

or goodwill, or excessive intrusion into private
life, including unsolicited personally-targetedChildren means individuals for whommarketing messages).

permission to participate in research must
be obtained from a parent, legal guardian, orPassive research means the collection ofresponsible adult. Definitions of the age of apersonal data by observing, measuring orchild vary substantially and are set by national

recording an individual’s actions or behaviour.

laws and self-regulatory codes. In the absenceof a national definition, a child is defined as

Personal data (sometimes referred to as

being 12 and under and a “young person” aspersonally identifiable information or PII) means

aged 13 to 17.

any information relating to a natural living personthat can be used to identify an individual, forConsent means freely given and informed

example by reference to direct identifiers (such as

indication of agreement by a person to thea name, specific geographic location, telephonecollection and processing of his/her personal

number, picture, sound or video recording) ordata.

indirectly by reference to an individual’s physical,
physiological, mental, economic, cultural orData analytics means the process of examining

social characteristics.

data sets to uncover hidden patterns, unknown
correlations, trends, preferences, and otherPrivacy notice (sometimes referred to as

useful information for research purposes.

privacy policy) means a published summary of8ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

an organisation’s privacy practices describing

Responsible Adult means a person who has

the ways an organisation gathers, uses, discloses

personal accountability for the well-being of aand manages a data subject’s personal data.

child, young person, or vulnerable individual
including parents, legal guardians, and others

Research which includes all forms of market,responsible for day to day care. The parameters

opinion and social research and data analytics,of the definition for responsible adult vary fromis the systematic gathering and interpretation ofcountry to country and as such national Codes

information about individuals and organisations.

and/or laws must be followed where such rules

It uses the statistical and analytical methods andexist.

techniques of the applied social, behavioural anddata sciences to generate insights and support

Secondary data means data collected for

decision-making by providers of goods andanother purpose and subsequently used inservices, governments, non-profit organisations

research.

and the general public.
Vulnerable individuals means people who
Researcher means any individual or organisation

may have limited capacity to make voluntary

carrying out or acting as a consultant on research,and informed decisions, including those withincluding those working in client organisations

cognitive impairments or communication

and any subcontractors used.

disabilities.

9ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

4Age of a Child or
Young Person
There currently is no common international

While making a distinction between children anddefinition of a child or young person. Even

young people may be useful in some contexts, it

within a single country the definition can vary.

generally is not practical to set out in specific rules

Settling on an alternate definition based onfor these two different age groups. This guidelinecharacteristics other than age (e.g. cognitive

recognizes that young people have significantlyabilities) and then applying it in a research

greater understanding and cognitive abilities whensetting is difficult if not impossible. Therefore,

compared to children. Nonetheless, researchers

researchers must adhere to any relevant

must be alert to situations where the sensitive

definitions expressed in applicable local laws,

nature of the research or the circumstances ofcodes of conduct, and cultural norms. In thedata collection might not be appropriate for thoseabsence of clear guidance ESOMAR and GRBN

defined as young people. A key criterion mustrecommend defining a child as being 12 andbe that the content or circumstances of data

under and a young person as aged 13 to 17.

collection are such that a responsible adult isunlikely to be upset or disturbed.

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ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

5Consent for Researchon Children
Researchers must obtain the consent of thecentre where some person in authority has

responsible adult, as well as the data subject,overall responsibility) researchers must obtain

before collecting personal data from any child.

the consent of the owners and/or managers

When the data collection setting is a private

overseeing that location before is is used forresidence or a public place (e.g. a park or

undertaking research with children. Thereafterstreet) researchers first must obtain consent

consent must be obtained from specific

before approaching a data subject who is a

individuals who have responsibility for children

child. Researchers must never approach a data(the ‘responsible adult’) within a protectedsubject who is obviously a child unless he orenvironment before any children are approached.

she is accompanied by responsible adult.

Even when consent of a responsible adulthas been obtained consent from a child must

Where data collection occurs within a protected

be obtained before any research can beenvironment (e.g. a school or child care

undertaken.

11ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

5.1 The Consent Process•verifying consent; andWhen first contacting a potential data subject
who might be a child, researchers must ask fora description of the procedure for giving and•a request for a responsible adult’s contact

the individual’s age before any other personal

address or phone number for verification ofdata. If the reported age falls within in the ageconsent.

categories defined as a child (see Section 4), thedata subject must not be invited to provide further

Consent from a responsible adult also is required

personal data until consent has been obtained

when photographing or recording children. In thefrom the responsible adult. If the responsible adultabsence of consent, images and voices of children

is not nearby (e.g. when conducting researchmust be made unidentifiable or deleted.

online or by telephone), the researcher may ask
the data subject for the adult’s contact details

Researchers must record the identity ofso that consent can be sought.

responsible adults providing consent and theirrelationship to the data subject.

When seeking consent, researchers must
provide sufficient information about the nature

Prior consent from the responsible adult is notof the research project to enable the responsible

required to:adult to make an informed decision about thechild’s participation. This includes:•collect, the email address of a responsible
adult solely to solicit consent; or••the name and contact details of the•collect a data subject’s age for screening

researcher/organisation conducting theand exclusion purposes. If this screening

research;leads to the decision that a data subject

the nature of the data to be collected from

qualifies for the research, the consent of thethe data subject, including reference to any

responsible adult must be obtained before

data that might be considered sensitive orcontinuing.

not age appropriate;••an explanation of how the data will beOnce consent from the responsible adult hasprotected and used;been obtained, the researcher must obtain thean explanation of the reasons the dataconsent of the child or young person before

subject has been asked to participate andcollecting data.

the likely benefits or potential impacts;••

an outline of kinds of activities that might be

For further details on the consent process,undertaken (e.g. product testing);

consult the ESOMAR Data Protection Checklist.

a description of any incentive being offered;12ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

6Vulnerable Individuals
The above consent requirements also apply when

the MRS Best Practice Guide on Researchdata subjects are permanently or temporarily

Participant Vulnerability for more details.

unable to care for themselves and their interests,
whether through a mental, emotional, or physicalYoung people may be considered vulnerable

cause that may limit their capacity to makeindividuals in connection with some types ofvoluntary and informed decisions.

research. Identifying these individuals outsideof protected environments can be difficult andThe legal rquirements when working withresearchers should err on the side of exclusion

vulnerable individuals vary substantially acrossor obtaining consent from a responsible adultjurisdictions. Researchers working withwhen in doubt.

vulnerable populations are encouraged to consult

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ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

7
Avoiding Harm
It is essential that all stakeholders in the researchresearcher must confirm the product’s safety

process - clients, researchers, parents, legal

in writing with the supplier even when the latter

guardians and other responsible adults, regulators,

may be legally liable for any adverse effects

and the general public - are confident that allcaused by the product.

research carried out with children, young people,•

relevant allergy (e.g. products containing nuts).

and other vulnerable individuals is conducted tothe highest ethical standards, avoiding harm orData subjects are unlikely to suffer from any•

Children and young people are not asked

abuse of the data subjects involved. The adultabout or directed to do anything illegal (e.g.

responsible for a data subject’s well-being mustthe under-age consumption of alcoholic

be confident that the latter’s safety, rights andproducts).

interests are safeguarded.

•Any requests from a responsible adult to avoid
specific products or classes of products are

When interacting with a data subject who is acomplied with.

child or vulnerable individual, researchers should
encourage that a responsible adult (exclusive7.1 Secondary Dataof the research team) is close at hand and fully

Researchers must take special care when working

briefed on the planned research exercise. Special

with secondary data that contains personal datacare must be taken to ensure that neither theon children or vulnerable adults, for example social

research topic nor questions asked are unlikely tomedia. Researchers must filter out any data likely

upset the data subject or responsible adult. The

to have originated from a child or a vulnerable

method of participation in the research must beadult, mask responses to ensure that data

designed to accommodate the age and cognitive

subjects cannot be identified or obtain consent

abilities of data subjects.

from responsible adults and the data subject i.e.
the child or vulnerable adult to collect and useWhen the research involves product testing,potentially identifiable data. Again, researchers

researchers must take special care to ensure that:have an overarching obligation to comply withapplicable law in connection with their research.

•Products are safe to consume (e.g. foods,confectionery) or to handle (e.g. toys). The

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ESOMAR/GRBN Guideline on Research and Data Analytics with Children, Young People, and Other Vulnerable Individuals

8References
ICC/ESOMAR International Code on Market, Opinion, and Social Research and Data Analytics
ESOMAR Data Protection Checklist
MRS Best Practice Guide on Research Participant Vulnerability
MRS Guidelines for Research with Children and Young People