It has become an almost universally accepted principle that social distancing is one of the most effective practices for slowing the spread of the COVID-19 virus, which has affected nearly every country since it emerged in China in December 2019.

In this global health crisis, Target fully endorses the recommendations of ESOMAR, the global association of market research professionals, on conducting business during this period to continue working in the data, research, and analytics industry without exposing oneself or respondents to the risks of contamination.

Thus, ESOMAR recommends that during this period, only essential research should be conducted and, when necessary, social distancing practices should be implemented and methodologies transferred to digital means.

In practical terms, this means that for the conduct of essential research, focus groups should be conducted using virtual means, all forms of face-to-face (F2F) interviewing should be replaced by online methodologies, and - telephone interviewing should be conducted from the interviewer's home and not via CATI centers that would bring large groups of people together.

However, ESOMAR recognizes and emphasizes that national realities vary considerably (as do the imposed measures that apply to the business community); the spread of the coronavirus is not uniform and, therefore, researchers must closely monitor the situation in each country and not stop operations without such a review.

For its members, the three key rules to be followed in the form of questions are as follows:

1. Is research essential? 2. Can it be done online? 3. If it is essential and cannot be done digitally, follow all local government guidelines in conjunction with ESOMAR guidelines. Physical proximity is to be avoided at all costs.

ESOMAR believes that "more than ever, decision-makers should make decisions based on solid, factual, and unbiased facts. The world is going through a period of extraordinary change, and the data, research, and insights sector can be a vital source of such evidence, advice, and support.

TARGET has been a member of ESOMAR since January 2013 and promotes ESOMAR's core values (confidentiality, integrity, transparency, and respect for data collection laws) in all its research and publications. The General Manager of TARGET (Serge MUMBU) has been the ESOMAR representative in DRC since January 2014.

For more information on ESOMAR, visit www.esomar.org.

Tuesday, April 7, 2020 - 16:58