Skip to main content

Insights Association

  • Register for news, events and more!
  • Sign In

Insights Association

  • Find a Partner
  • Be a Member
  • Get Support
  • Promote MR/A
  • Stay Informed
  • Network & Learn
  • Advance Your Career

The Profession

Survey respondents are the lifeblood of the research industry. Research participants influence the type of products developed, the quality of customer service they receive and in some cases public and government policy. Through consumer involvement, survey research has made Americans’ lives easier and more enjoyable.

Researchers are truly concerned about maintaining goodwill with the public. Our priority includes maintaining respondent confidentiality, accurately reporting your opinions, and respecting respondents’ privacy, your time, and your right to decline.

What is Quantitative Research?

Research used to statistically estimate the viewpoints of a population providing estimates of percentages or averages. This research usually employs larger samples and takes less of the respondent's time. Telephone surveys, mail surveys, intercept surveys, central location studies, in-home use studies, door-to-door studies are all used in quantitative research.

What is Qualitative Research?

Qualitative research is a methodology of marketing research that provides an in-depth understanding about consumer behavior. It stands out from other types of research for its up close and personal approach. Observing individuals as they offer their opinions and discuss topics is typically very revealing. The results of qualitative research are exploratory, not statistically reliable. Qualitative research is an effective methodology of marketing research because of its unique ability to elicit real responses as well to provide cues through body language and, in some cases, respondent interaction.

About Us

  • The Profession
  • Governance Documents
    • Articles of Incorporation
    • Bylaws
  • Frequently Asked Questions
  • Board of Directors
  • Committees
  • Contact Us
  • Staff

About Us

As the leading voice, resource and network of the marketing research and data analytics community, the Insights Association helps its members create competitive advantage. All our revenue is invested in quality standards, legal and business advocacy, education, certification and direct support to enable our members to thrive in an evolving industry and drive business impact.

The 2019 IA Code of Standards and Ethics for Marketing Research and Data Analytics may be found here.

More About Us

About Our Members

Our members are the world's leading producers of intelligence, analytics and insights defining the needs, attitudes and behaviors of consumers, organizations and their employees, students and citizens. With that essential understanding, leaders can make intelligent decisions and deploy strategies and tactics to build trust, inspire innovation, realize the full potential of individuals and teams, and successfully create and promote products, services and ideas. 

Learn How We Do It

Contact Us

1156 15th Street NW, Suite 700
Washington, DC 20005
(202) 800-2545
  • LinkedIn
  • Twitter
  • Facebook
Insights Association
  • FAQs
  • Privacy Policy
  • Media

© Insights Association 2021