A survey by Opinium regarding a low traffic neighbourhood project in west London has been found to violate several industry standards set by the Market Research Society (MRS). Following a complaint, MRS determined that Opinium failed to ensure that participants were not directed to specific viewpoints and did not adequately inform them about the survey's purpose. This has led to public outcry regarding the ethical execution of the scheme, prompting calls for investigations into potential misconduct by those involved in the project.
Opinium did not take reasonable action in collecting data to ensure participants were not led towards a particular point of view.
David Tarsh, who made the complaint, said the scheme's conduct raises serious questions about ethics in public service.
The MRS stated that respondents were not adequately informed about the general subject and purpose of the data collection.
Opinium’s CEO said that additional layers of quality checking have been implemented in response to the review.
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