The Association of Market and Social Research Organisations (AMSRO) has today rebranded to the Australian Data and Insights Association (ADIA), a change it says reflects a shift across the industry and the emergence of new tech-enabled research in the global economy.
ADIA was chosen as the association’s new name following an extensive research and consultation process with members and key stakeholders, it said, after a special resolution member meeting was held last week.
Along with the new name comes new fit-for-purpose rules for the association, ADIA said.
“While evidence-based consumer insights are more important than ever, our research showed that increasingly clients are looking to our member organisations for insights from a wider array of data sources or turning to providers other than traditional research agencies,” the association’s president, George Zdanowicz, said in a statement.
“They are increasingly looking for technology-enabled solutions to provide insights from data. In Australia, this meant that our association brand AMSRO … first incorporated in the 1980s was no longer seen to comprehensively represent our whole industry.
“Data and insights are the core elements of the market and social research industry, and the [ADIA] is designed to reflect emerging research trends.
“It ensures the brand name is dynamic, modern and distinct and retains the association’s strong heritage of trust and privacy for consumers and client companies.”
ADIA represents traditional research organisations and newcomers who generate insights from data analytics and other sources in research technology, with close to 100 Australian data, insights and research companies as members.
The association said its new brand will support the existing, more traditional industry in embracing and working with emerging players.
ADIA members will be required to continue to adhere to Australia’s only registered Industry Privacy Code as part of the ADIA Trust Mark compliance process, which includes data protection and ethics.
“As the peak organisation for Australia’s data, insights and research organisations, ADIA’s primary objective is to protect and promote the industry so that our members’ significant contribution to Australia’s economic, social and political well-being continues,” ADIA chief executive Sarah Campbell said.
“It’s an exciting time for our industry, with the spotlight continuing to be trained on data and privacy.
“We look forward to welcoming new members who bring best practice experience in technology enabled research and data analytics to our association.”
