ESOMAR/GRBN Guideline on Mobile Research

This new Guideline on Mobile Research aligns global policies with developing regulations and technology and the latest international developments for best practice in this area. Mobile research is a rapidly evolving field and a growing market which accounts for $1.8bn global annual turnover and is widely used in advanced as well as developing economies.

Mobile research ranges from calling or texting respondents to ask them questions, to participants videoing how they perform daily tasks such as cooking and more recently, to collecting data generated by mobile devices such as geo-location data, all to provide researchers with richer insights about attitudes and behaviour. This new guideline is designed to help researchers address legal, ethical and practical considerations in using new technologies when conducting mobile research.

The text has been drafted by a team of international experts to ensure that it incorporates the latest practices of mobile research, so that the new Guideline takes into account the continuing innovation in technology that has created information sources that are relevant to research. These include:

  • Passive data collection including biometric data, photos and recordings and instore tracking
  • Mystery shopping through camera and video
  • Data that may have been collected for a non-research purpose which is used in research including geolocation data from mobile providers, or usage data from app providers

Available languages

Project team

Reg Baker (ESOMAR Co-chair)

MRII and PSC consultant

Guy Rolfe (GRBN Co-chair)


Mario Callegaro


Simon van Duivenvoorde


Kathy Joe


Steve Gutterman

Mobile Accord

Betsy Leichliter


Oriol Llaurado


Peter Milla

Insights Association

Paul Quinn


Lisa Salas

TEG Rewards

Michael Schlueter


Navin Williams

Mobile Measure