1. Professionalism

• Use qualitative research in a professional manner and strive at all times to ensure that respondent recruiting, research, analysis and report preparation meet high standards of excellence.
• Act professionally, avoiding misconduct or inappropriate conduct.
• Keep proprietary research findings private. Do not share without explicit approval from relevant parties.
• Accurately represent the research client and/or the purpose of the research.
• Conduct and use qualitative research procedures only for legitimate research purposes, and not, for example, as a ruse for product promotion.
• Encourage ethical recruitment practices, including disclosing as much accurate information as possible to respondents about the subject matter, time commitment, requirements for participation, and incentive.
• Do not offer or accept kickbacks or other favors in return for research business.
• Comply with all applicable laws.

2. Representation

• Honestly represent professional credentials, academic degrees, research experience and client lists when such information is made available.
• Accurately represent credentials in order to secure or maintain membership in QRCA. Do not assert or imply that QRCA membership is evidence of accreditation or endorsement.

3. Respect for All

• Treat all stakeholders, including clients, field suppliers, colleagues, respondents and staff with respect and consideration, and at all times behave in such a manner as to reflect favorably on the qualitative research profession.
• Follow appropriate procedures to respect clients’ and respondents’ confidential and personal information.
• Avoid discriminatory practices in all aspects of qualitative research. Unless clearly justified by the research project/objectives, members will not arbitrarily exclude participants based on age, sex (including gender, pregnancy, sexual orientation and gender identity), race, religion, creed, national origin or ancestry, physical or mental disability, veteran status, genetic information, citizenship or physical appearance.

4. Advance the QRCA and the Qualitative Research Industry

• Support the QRCA Charter, Bylaws [LINK TO CHARTER AND BYLAWS], and all other policies, rules, requirements and guidelines officially sanctioned by the QRCA Board of Directors [LINK TO BOARD OF DIRECTORS].
• Support the policies of other industry associations, such as the Insights Association and ESOMAR, regarding professional conduct.
• Do not engage in business or professional conduct deemed detrimental or prejudicial to QRCA and the qualitative research industry.