Adam Phillips, Session Chair, UK
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The slides from the presentation of Adam Phillips for the privacy in SMR session at ESOMAR Insights 2011.
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Adam Phillips, Session Chair, UK
- 1. SOCIAL MEDIA RESEARCH STANDARDS How researchers can uphold professional and ethical standards and why they should care SOCIAL MEDIA RESEARCH
- 4. WATCHING AND LISTENING
- 8. fake page IT’S IN THE PUBLIC DOMAIN BUT IS IT FOR EVERYONE?
- 11. SCRAPING OPTIONS FOR RESEARCH PURPOSES Space Available for researchers Identifiable in reports Cloaking of verbatim quotes in reports (see Appendix 2) 1 Public space Yes, subject to service ToU Yes, except if might cause harm No, only required if it might cause harm 2 Semi-public space Yes, subject to service ToU No, except with user permission More likely to be required than a public space and essential if it might cause harm 3 Private space Only with permission of service No, except with user permission Essential unless user gives permission to cite 4 Market research space Yes Possible, subject to sign up agreement No, only required if it might cause harm
- 12. QUESTIONS
Editor's Notes
- Research used to be simple, we just asked questions and recorded the answers
- Quality control and clients’ wish to observe respondents and hear what they said made us develop rules for getting consent from respondents by explaining research and how we protect respondents privacy and personal data. But what if we are just observing and not asking questions. Over the years ESOMAR has developed guidelines which cover the permissions you need for everything from observing a focus group, through videoing people unobserved when doing ethnographic research to mystery shopping. In every case, the observation is carried out close to the subject being observed, so that it is possible to ask for their permission to hold personal data. Some people argue that holding data on people videoed in a public place is legitimate but, if they are identifiable, it is possible that the wrong person getting the record could cause the respondent harm. Possibly they were not where they were supposed to be, or are doing something which breaks the law. For this reason the ESOMAR Guideline on Passive Data Collection and Observation requires prominent notices to be placed in places where recording is operating and, if appropriate the faces of those being observed should be pixelated to anonymise them.
- The explosion of social media has created new ways of collecting data from people. But it has also created new ethical issues. The man on the left is reading the lady’s Blackberry unobserved over her shoulder, the woman on the right is going through someone else’s handbag. Those of you collecting social media data may feel the comparison with going through someone’s handbag is unfair and that the man is not doing anything wrong, but the people whose private conversations and personal effects are being systematically recorded may not feel the same. Those of you who are aware of the Buzzmetric’s case in the US will understand the risks to the image of research and to our ability to collect social media data which unregulated web scraping might create. For this reason, ESOMAR has produced a new guideline on Social Media Research. This is out for consultation until the 21 st March. It is on the ESOMAR website under Professional Standards and there are copies available here at the ESOMAR desk ( is this true??)
- Don’t read out, just highlight difference between social; media research and social media data services. Explain this guideline covers SMR not SMDS.
- Researchers should check what conditions apply to the content they use from social media and respect any requests for privacy and seek permission to scrape content where this might breach the ToU. Where researchers use third party aggregators for scraping services, the researcher should check that the data has been sourced lawfully.
- Don’t read out. Highlight the differences.