For any Inquiries or Questions

Issues with the content of the Code of Conduct should be directed to Lee Robinson, at

June 7, 2018

Regardless of Election Outcome in Ontario, Polling Transparency and Accountability is Already in a Better Place

The MRIA published its updated Member Code of Conduct with new requirements and penalties for those members and their firms who regularly release results into the public domain. While intended to bring about more consistent and rigorous transparency for results released by all members on any subject matter at any time, this especially applies to those who issue opinion polls during election periods. Click here to learn more.

may 30, 2018

MRIA issues new member requirements for disclosure of polling results

The MRIA has amended its Member Code of Conduct with new requirements and penalties for those members and their firms who release results into the public domain. While this is intended to bring about more consistent and rigorous transparency for results released by members on any subject matter at any time, this will especially apply to those who issue opinion polls during election periods. While the new rules will apply to all survey research firms, the MRIA is launching a new web page today featuring compliant member firms who regularly release results with a click-through to their sites. Click here to learn more.

april 10, 2018 

mria calls for all personal data collectors to step up personal vigilance

As Mark Zuckerberg begins two days of answering questions by law-makers in the United States about whether Facebook is doing enough to protect users' privacy, Canada’s Marketing Research and Intelligence Association (MRIA) issued an urgent call today to members and non-members alike to double down on protecting the personal data they collect for business and other purposes. Click here to learn more.

January 30, 2018 

european union: general data protection regulation (gdpr)

Do you handle EU residents’ personal data? The GDPR update is coming May 25, 2018. Are you ready? Click here to learn more.

JUNE 9, 2017 

MRIA Advocacy: casl and the private right of action

The federal government just announced on June 7 that it was indefinitely suspending the ‘private right of action’ (PRA) provisions in CASL, which were to come into force on July 1, 2017. Click here to learn more.

JUNE 6, 2017 

Sub-contractors competing with market research firms for their clients, using the research firm’s methodology: what can be done about it

The following is a summary of an interview on the topic of sub-contractors who compete with market research firms for their clients, using the market research firm’s methodology.  The interview was conducted by Wayne Brighton of the Standards Committee with Lee Robinson, Compliance Officer at MRIA and a member of the Standards Committee. Click here to learn more. 

MAY 25, 2017 

french edition of the first section of the mria code of conduct

A part of the MRIA mandate is to provide services to its members. The MRIA is pleased to announce the release of the French version of the first section of its Code of Conduct. This section covers the scope and application of the MRIA Code, purpose, fundamentals and the sixteen (16) Articles which are the pillars of the Code. Click here to learn more.

MAY 23, 2017 

Illumina's response to the mria's findings CONCERNING mainstreet research

The MRIA has found that the actions and critical comments by Mainstreet Research regarding the Calgary Police Commission Citizen Satisfaction Survey, conducted in 2016 by Illumina Research Partners, violated the MRIA Code of Conduct for Market and Social Research (Code of Conduct). One of the requirements of membership is to comply with the Code of Conduct. The MRIA has imposed a sanction of censure against Mainstreet Research and its President Quito Maggi. Click here to learn more.

May 11, 2017 


For several years now, two ISO standards have been available for research suppliers to benchmark the quality of their services. ISO 20252 covers quality standards for market, social, and opinion research and was first published in 2006 and later updated in 2012.  ISO 26362 covers quality standards for access panels and was published in 2009. A third standard, ISO 19731, will be published in a few weeks and it covers web analyses and digital analytics. Click here to learn more.

APRIL 26, 2017 

pipeda law discussion paper

Parliament is doing a review of PIPEDA, the federal act that regulates the collection, use, and disclosure of personal information by private sector organizations. MRIA’s Government Relations Committee is looking for input from members on whether they have any issues with PIPEDA, whether it needs changing, and whether they are aware of any emerging issues that PIPEDA should address. Click here to learn more.

april 11, 2017 

mainstreet research sanction

Mr. Quito Maggi and Mainstreet Research have had their membership suspended from the MRIA, as a result of the findings made after a complaint was filed by Illumina Research Partners. Click here to learn more.

MARCH 21, 2017

Top 10 considerations when considering incentivizing

Incentives are an excellent way to increase response rates and thank respondents for their time. In this list are our top ten tips when considering incentives! Click here to learn more.

MArch 03, 2017

THE survey of household spending: a new source for canadian cell-only penetration rates

As Marketing Researchers we are well aware of the need to ensure our sample frames are as representative as possible and to minimize any coverage error. This task has been increasingly more difficult for researchers conducting research through RDD as the proportion of the Canadian population discarding their landlines continues to grow. Click here to learn more.

February 13, 2017
Qualitative Research Registry – QRR

The Respondent Tracking System in Canada

What is QRR?

QRR is a system for tracking the participation of respondents in qualitative interviews and focus groups across Canada. It highlights any undesirable respondents as reported by moderators or recruiters as those who we do not want to invite to any future interviews or focus groups. As well, a respondent may request to not be contacted again for any market research studies—and in this use, it serves as a “do not call” list.

How does it work?

Every month, recruiting firms in each city submit the names and phone numbers of all respondents who attended a group or interview during the past month.

This easy-to-use system allows each participating firm to receive a monthly list of “do not recruit again” respondents. While one recruiting firm can easily monitor the participation of respondents in their own database, it is impossible to ascertain whether a respondent has attended for another firm in the past month or the past six months. When each recruiting firm submits their attendees at the end of each month to QRR, they are cross-referenced and abusers are highlighted. QRR cross-checks by phone number and first and last names, even if the name is similar (i.e. Brown/Browne). If a match is found in any of the three categories, the name goes on the “do not recruit again” list. This list is sent monthly to all recruiting firms who regularly submit to QRR in Canada.

What are the Benefits of QRR to Qualitative Researchers?

The MRIA–QRD Board oversees QRR, and maintains its participation and commitment to excellence and self-monitoring for qualitative researchers. It has been ongoing since 1982, and is the only system of its kind in the world. The fact that the data is maintained by MRIA gives legitimacy and security to the industry, as well as maintaining privacy for the respondents.

Although we cannot capture every single respondent who may lie to get into qualitative studies, QRR at the very least provides a safety net to eliminate 90% of them. It is only successful through the cooperative efforts of the recruiting firms in Canada. QRR is available across Canada.

MRIA Rules of Conduct and Good Practice, Section C Qualitative Research, Qualitative Research Registry:

20. Where Qualitative Research Registry exists, recruiters should provide accurate data to these on a consistent basis and check all respondents against Qualitative Research Registry.

21. Moderators buying recruiting services should give primary consideration to recruiting agencies which submit to Qualitative Research Registry on a regular and ongoing basis, where such a service exists.

Therefore, any recruiters who are not listed did not submit any of their respondent names for that month. If they did some recruiting during that specific month, they have negatively affected the QRR system as well as their clients.

Recruiters do not want to unintentionally recruit professional or bad respondents who may not qualify. The QRR system allows the recruiters to purge their database of these undesirables. This enables the recruiter to avoid the existing professional respondents and work toward stopping any future ones. Participating firms will definitively be able to provide better-quality respondents to their clients.

Recruiting firms pay per each name submitted to QRR. This money goes toward maintaining the database and providing monthly updates. Although the cost is probably not a barrier to participation by any firm, it again is an example of the commitment that the recruiters have made to maintain this system in Canada.

Could QRR be improved?

Since its inception in 1982 as Central Files, other than moving from a manual system to a computerized sorting system, QRR has changed very little in how it performs or operates. There are several suggestions floating around that need to be addressed by the QRD Board in order for QRR to be improved and made even more useful for all users.

To find out more about QRR, or how to submit or report poor respondents who should not be invited to participate again, contact: Erica Kline, MRIA (416) 642-9793 x 8727

February 03, 2017

The MRIA is seeking candidates for positions on the Associations 2017-2019 Board of Directors.

Nominees must submit a 2017-2019 MRIA NATIONAL BOARD NOMINATION FORM signed by members-in-good-standing of the Association who are not members of the MRIA Board of Directors, and also signed by the nominee, to indicate acceptance of the nomination.

The deadline for submission of completed Nomination Forms and Candidate Statements is Friday, March 17th, 2017 at 5:00 p.m. Eastern Standard Time.

En français

December 22, 2014

MRIA 2015 Standards – revised

Announcement of MRIA’s new Code of Conduct and new Research Neutrals Advisory Service

In this milestone announcement, MRIA advises that your Association has updated its professional Code of Conduct, to align with the fundamental principles of the International Code on Market and Social Research (the “ESOMAR Code”).

ESOMAR is a worldwide association of research professionals. It promotes standards for research and professional ethics endorsed by members in over 130 countries who share and uphold the conviction that “market research depends for its success on public confidence – that is carried out honestly, objectively and without unwelcome intrusion or disadvantage to its participants.”

MRIA’s Code of Conduct is self-regulatory and intended to reflect the standard of “best practice” in Canada, providing explicit assurance of consumer protection in how the industry interacts with and serves the Canadian public.  MRIA’s newly introduced Code of Conduct replaces MRIA’s previous Code of Conduct and Good Practices (dated December, 2007).

Please consult the new Code of Conduct whenever need arises, and let us know of any difficulties in understanding or applying its specific content. Your comments will be submitted to the Standards Committee, and any clarifications found to be necessary will be made in the first part of 2015.  Notification will be given on the website of the latest updates. 

Celebrate with us this new era of internationally harmonized standards. We are proud to be a part of it.


Kara Mitchelmore, MBA, FCPA, FCMA, CMRP


Shane Skillen, CMRP

MRIA Chair

Ruth Corbin

MRIA Standards Chair