Jane Frost, CBE Chief Executive Officer

1. Jane Frost, CBE
Chief Executive Officer
20172019

2. MRS Roadshow
- Inclusion & Diversity report (Jane)
- Brexit – Deal or no deal? (Michelle)
- Access (Helen)
- Data analytics (Helen)
- Updates to MRS Code of Conduct
(Michelle)

3. MRS Inclusion 2019
Latest Research
conducted by Lightspeed GMI
Jane Frost, CBE – Chief Executive Officer

4. Commitments
• 50:50 Mandatory on stage
• Analyse and publish ONS research sector pay
gap stats
• Lead creation of apprenticeship trailblazer
scheme
• Develop new programme for inclusion via
volunteers
• Re-run Inclusion Survey annually
• Include diversity requirements in awards

5. 2018 Survey
Press launch: 3rd April 2019: Channel 4
Emerging Themes
• Greater engagement (impact of #MeToo etc)
• Increased awareness of discrimination
• Increased openness on issues such as mental
health

6. New for 2018/19
• Inclusion of diversity in new draft code
• #timeTo commitment
• MRS Pride launch
• CEO Pledge
• MRS -
: sexual harassment & mental health
awareness
:whistleblowing

7. CEO Pledge
We believe that a sector that provides insight and evidence needs to be representative
of the world it serves, and we are committed to creating an environment where the only
barriers to progress are personal choice and professional competence.
To that end, we commit to:
1. Publish pay statistics annually and demonstrate clear sustained progress towards gender and BAME pay parity.
2. Work towards ensuring all our staff are fully representative of the diversity of the UK.
3. Work towards achievement of government targets on inclusion of women and BAME people at executive
committee and Board level.
4. Improve recruitment of a representative intake with initiatives such as ending unpaid internships and supporting
school and university and apprenticeship programmes.
5. Create safe places to work for all, committing to:
- #timeTo Code of Conduct
- A proactive culture that supports whistleblowing
- Train staff to recognise and create systems to support those who need help for stress or mental health issues.

8. You
• Be aware and keep up to date
• Nominate female and BAME speakers
• Encourage mental health training
• Volunteer for University Roadshows
• Engage as employers with Apprenticeship
• Encourage young researchers to join in
e.g. @more

9. Brexit – Deal or No Deal
Dr Michelle Goddard, Director of Policy and Standards, MRS

10. Key point 1
No-deal Brexit is the default
position
- The EU Withdrawal Agreement which
sets the date operates as a matter of
law unless there is a revocation or
extension of Article 50 extension

11. But if there is a deal …
Topic “No Deal" Brexit “Withdrawal Agreement Deal” Brexit
From 30 March 2019 Transition Period Post Transition
Data Transfers
UK-EU
No change No change No change
Data Transfers
EU-UK
Restricted No change Restricted but adequacy
decision?
Data Transfers
Non-EU- UK
Restricted unless UK named Restricted unless UK
named
Restricted unless UK
named
ICO Not a GDPR competent
authority; No EDPB role
Competent authority
but no EDPB vote
Not a GDPR competent
authority; No EDPB role
Data breach &
enforcement
Potentially dual enforcement Co-operation likely Potentially dual
enforcement
Data Protection
Officer
Both GDPR and UK DPA
requirement
No change Both GDPR and UK DPA
requirement
EU/UK
Representative
Both EU and UK
Representative?
No change Both EU and UK
Representative

12. Key point 2
You need to take steps now to
identify any significant risks for
your business.
-Identify where your clients and/or
research suppliers are located
- Examine the personal data flows
focusing on data flows between you and
clients and/or suppliers in the European
Economic Area (EEA)

13. Key point 3
If data flows between your business
and countries in the European Economic
Area (EEA) then you need to be GDPR
compliant with your data protection
solutions:
- Use standard contractual clauses for
data flows
- Appoint an EU representative if you
monitor EU data subjects more than
occasionally

14. Key point 4
Take care of your EU employees and
think about talent retention
- Review the settled status scheme
- Consider what practical assistance you
can offer existing staff members

15. Key Point 5
Keep up to date
visit MRS Brexit
Hub

16. Access
Greater range of benefits for Company Partner employees
Helen Oldfield, Sales and Marketing Director

17. Data Protection
guidance
Professional
Coaching
EFAMRO
monitoring report
Ops Network
4tickets/
CP Discount
Webinars
Blog posts GRBN content Codeline
Company Partner
Package

18. Company Partner
Area
Standards
Support
International
Resources
Webinars &
Blog

20. •Creating your
Membership
Account

21. Data analytics
A new proposition
Helen Oldfield, Sales and Marketing Director

22. Unparalleled
growth
350%
growth since
2012
6,700 FTEs
“Social media analysis, data mining
and predicative analytics are
emerging as key skills but the
problem is that the average company
doesn’t have the staff who are au
fait with these techniques.”
Dr Paul Baines,
Cranfield University

23. Drivers Individuals Organisations
Drivers and challenges
Disruptive
innovation, data
growth, future fit
agencies, social
media monitoring,
real-time behaviour
Finding the right skill
sets – data analysts
with commercial
insight and insight
folk with data mining
skills.
Client organisations
still understanding how
to integrate analytics.
Research agencies
diversifying their offer
to include it.

24. ﹣ Build a proposition in the consumer analytics
space
﹣ Focus on skills development, new company
membership and being the conduit between
research and analytics
﹣ New formats to attract younger analysts, meet
ups, online courses
﹣ MRS should harness its strength and thought
leadership in research and insight
Key findings of
our research
24

25. Head of
Insight
Data
scientist
Four key roles identified
Data
analyst
Centralised
Data
analyst
DecentralisedA creative,
technical
problem solver.
Central ops/IT or
commercial.
PhD/MSc. Techie
whiz. Building
programmes.
Heavy data role
working in large
central analytics
team. Purist data
driven. Analyst
mindset.
Junior up to senior
role. Technically
minded. Work
alongside non
analyst teams. Need
to understand and
integrate with
effective insight.
Manages insight
professionals.
Non-technical
background. Up
through the ranks
but concerned.
Need analytical
skills for their
teams and them.

26. 26
Data analytics promises a bolder, faster, more creative
way to find the truth through data.
MRS has launched ADA (Advanced Data Analytics) - the data
analytics toolkit designed to build the knowledge, connections and
broader analytics skills needed for individuals and
organisations. With a specialist conference, network, events,
award, webinars, content and training, ADA helps you and your
teams deliver effective data analytics.

27. Training and development The Data Analytics Award Company Accreditation
The ADA NetworkAbout data analytics
Analytics Conference News and insight Webinars + online training

28. ◊ Professional Webinar: Narrative by Numbers, will show you how to
combine statistics and story to powerful effect. 1 March
◊ Data Analytics & Insight Conference: Sky, Travel Republic, Nuffield
Health, and the National Gallery show how they combine data science
and research to generate advanced segmentations, predict new
opportunities, and uncover complex relationships. 28 February
◊ ADA network – special interest group of advanced data professionals
holding symposia twice a year.
◊ 12 analytics courses – from practical data science to AI in business as
well as online business courses.
◊ Content and award – Research Live and Impact key focuses on data
analytics. MRS Award for Innovation in Data analytics launched in 2018.
What you can
attend
28

29. Updates to MRS Code of
Conduct: 2019 Consultation
Dr. Michelle Goddard, Director of Policy and Standards, MRS

30. About the MRS Code of
Conduct
• MRS adopted its first self-regulatory Code in 1954. Current
version of the MRS Code of Conduct came into effect on 1
September 2014.
• Created to support all those engaged in research and insight in
maintaining professional standards. Covers all professional
activities undertaken by members and Company Partners.
• Code is technology and methodology neutral - sets out
overarching ethical principles supported by rules of conduct.
• Drawn up by practitioners for practitioners, the Code helps to
protect suppliers, clients and participants. It safeguards
standards, promotes confidence and champions professionalism.

31. Drivers: Why are we
consulting on
changes now?
New national, EU &
international data
protection frameworks
Broader scope and use of
research techniques in
data analytics & other
non-research projects
Best ethical practice
needs to take account of
technological
developments and large
scale data use

32. Key Changes: Flow of
substantive content
Principles
Disciplinary
Framework
Definitions
General rules of
professional
conduct
Commissioning
and design
Collection and
analysis
General rules of
data
accountability

33. Some key new rules:
Legal framework
Incorporates GDPR definitions such as personal data,
consent, DPIA’s (Definitions)
Embeds transparent, privacy centric approach (New
principle 1, Rule 3)
Requires a DPIA to be carried out for high risk processing
(Rule 13)

34. Some key new rules:
Legal framework
cont’d
Reflects need for disclosure of identity of client where there is
a legal obligation to do so (Rule 15)
Broadens legal grounds for data collection and processing
but requires consent for collection of personal data directly
from participants (Rule 38)
Enshrines accountability principle, documentation
requirements and specifies importance of holding data in line
with retention policies etc (Rule 46)

35. Some key new rules:
Broader scope & coverage
Data analytics
• New definition of data analytics “process of interrogating data to identify
patterns, correlations, trends or other information. This also includes modelling,
forecasting and aggregation of data.”
• Specific rule for use of data for secondary purposes ensuring legal ground based
on compatibility of purposes (Rule 43)
• Rules targeted at members rather than researchers
Non-research
• Explicit rule on use of data in direct marketing (Rule 2)
• Greater clarity on prohibited misleading activities such as selling, fundraising or
political lobbying under the guise of research (Rule 4)

36. Some key new rules:
Best ethical practice
Vulnerability
• Definition & revised rules in line with MRS Practice Guide
on Participant Vulnerability
Avoidance of Harm
• New focus on prevention of harm & requirement to take
special care when project is sensitive or circumstances
might cause participant to become upset or disturbed (Rule
32)

37. Key Changes: Format &
Presentation
Our Goal: Improved readability and usability
Changes:
• Font sizes and formatting for greater readability/accessibility
• Structure of research cycle
Specific digital changes:
• Hyperlinked Symbols/icons to related MRS Guidance
• Online searchable capability
• Accessibility considerations

38. Next Steps: Have
your say
Views welcomed from individual MRS Members, MRS Company
Partners and other stakeholders.
Email:
codeconsultation@mrs.org.uk
Postal:
MRS Code of Conduct Consultation
The Old Trading House
15 Northburgh Street
London
EC1V 0JR
Consultation Closes 8th April 2019

39. Thank you
Any questions?