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C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
2016
Unique Value Proposition
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Index
The Association
The Members
Codes, Rules and Guidelines
Institutional Relations
Why become a member of Assirm
Why work with Assirm Institutes
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
THE ASSOCIATION
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Who we are
• Assirm is an association founded in 1991 that brings together the main Italian
Agencies of Market, Opinion and Social Research, representing more than 80%
of the total turnover of the industry.
• The association aims to:
– Enhance the role and social function of market, social and opinion research
– Encourage and promote the improvement of the quality of the services offered
by its Members
• Member Agencies are independent and private companies, committed to compliance
with the Assirm Code of Professional Ethics and related Quality Standards,
inspired by the ISO 20252 industry-standards.
• The Code regulates the activity of the Associates and complements the one of
ESOMAR, the European Association for Professionals in Market Research, with rules
related to the activity of the Research Agencies..
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Mission ÷ Values÷ Vision
• MISSION
Assirm promotes a wider affirmation of the value of market, social and opinion research, as an
instrument of knowledge and understanding of the social, economic and political phenomena.
• VALUES
The mission of Assirm is based on four core values:
– The social value of the research: as the ability to go beyond mere information to provide an
understanding of the meaning of the phenomena and social dynamics, thanks to the constant
pursuit of excellence of performance and professional expertise.
– The value of research as a high commitment of service: for the direct benefit of clients
and in order to meet their needs, but also, indirectly, for the benefit and satisfaction of all
segments of the community, for the benefit of society itself and for a better future.
– The value of a mature professional conscience: for the responsible exercise of a
profession that knows how to serve the purposes of the clients not separately from the social
ones.
– The value of training researchers: in order to attain an intelligence of research which is
appropriate to the growing complexity of society and its gradual transformation.
• VISION
Operating in such a way that market research is widely recognized and appreciated for its value,
that its use will spread increasingly among institutions, companies and associations, and that its
Code of Professional Ethics and its Quality Standards are considered as guarantee of excellence.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
The Corporate Bodies of the Association
The Corporate Bodies of the Association are*:
*: fra gli Organi Associativi sono presenti anche il
*: the Treasurer and the Auditor are also part of the Corporate Bodies
It is composed of all the Members, it holds all the powers concerning the
existance and the authority of the Association, and the guidelines regulating
the life of the AssociationAssembly of Members
He/she is the legal representative of the Association and presides over the
Board of Directors. He/she takes care of the implementation of the
resolutionsPresident
It puts the resolutions of the Assembly into effect, takes care of ordinary
administration tasks, it evaluates methods, means and priorities in order to
reach the objectives of the AssociationBoard of Directors
It judges the professional ethics of Members, it resolves litigations about
professional ethics among Members, or between Members and third parties,
or between the Corporate Bodies of the Association and its MembersDisciplinary Committee
It confirms the suitability of standards and procedures of Quality, it evaluates
the reports by the auditors concerning the compliance with the requirements
of the Quality Standards of AssirmQuality Committee
It can carry out all the tasks considered useful or necessary in order to
develop the culture of research and the exchanges of experiences and know-
howResearch Centre
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Corporate Bodies: 2015-2017
President
Umberto Ripamonti
Board of Directors
Nicola Aufiero
Enrico Billi Valentina
Valentina Calvi Parisetti
Luciana Donnarumma
Patrizia Elli
Andrea Giovenali (Vice-President)
Sacha Monotti Graziadei
Antonio Valente
Past President
Silvestre Bertolini
Disciplinary Committee
Armando Tursi - President
Stephane Frattini
Cecilia Gobbi
A. Claudio Bosio
Maria Teresa Crisci
Quality Committee
Luciana Donnarumma - President
Alessandro Amadori
Lino Coscione
Piergiorgio Rossi
Vilma Scarpino
Director of Research Centre
Guendalina Graffigna
Secretary-General
Laura Schiaffino
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
MEMBERS
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
2B Research
Adacta
Ales Market Research
B&C
Baba
BeMyEye
Beyond Research
Blogmeter
Carlo Erminero & Co.
Cerved Group
CFI Group Italia
Consulmarketing
CSA
Doxa
Duepuntozero Research
Episteme
Eumetra Monterosa
Excelle
Format Research
Freni Ricerche di Marketing
G&G Associated
GfK Eurisko
GfK Retail and Technology Italia
GMC Ricerche
GN Research
Gruppo Clas
Interactive Market Research
Ipsos
IRI - Information Resources
Istituto Piepoli
IZI
Kantar Health
Keix – M.R.S.
Lorien Consulting
Marketing Management
MarketLab
Medi-Pragma
Millward Brown
MPS
Nextplora
Norstat Italia
People
Pepe Research
Pragma
Qberg
QuintilesIMS
Redas Engineering
Research Now
Ricerche Valdani Vicari
RQ
Scenari
SGR International
Sita Ricerca
SWG
The Nielsen Company
The NPD Group
TNS Italia
Unicab Italia
VIA!
Member Institutes
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Member Institutes
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
People
• Our Members employ in their companies over 2.200 highly specialized people, all
over the national territory.
• The employment contracts with all the employees as to data collection (phone and
face to face interviewers, samplers, etc. …) involve in total about 11.000 people.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Turnover
500 million Euros
• Assirm Member Agencies create over 80% of the overall value of market
researches carried out in Italy.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Activities on the national territory
• The headquarters of our Member Agencies are located in some of the main Italian
cities.
• The research activities are carried out on the whole national territory, covering in a
capillary way, directly or through their networks of interviewers, a substantial part of
the Italian cities.
MILANO
BERGAMOTRIESTE
PALERMO
NAPOLI
ROMA
FIRENZE
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
International Activities
• Some of the Members are Italian Agencies, others are members of international
independent networks, or are part of big research multinational
• Almost all of the Members can carry out, independently or with the support of the
networks they belong to, research activities in several countries of the world.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Fields of Activity
FMCG
and
SUPPLY
DURABLE
and
SEMI-DURABLEAUTOMOTIVE
BANKS
ASSURANCE
FINANCE
SERVICES
FOR
BUSINESSES
PUBLIC
ADMINISTRATION
PHARMA
AGRICULTURE
ZOOTECHNICS
MEDIA
ENTERTAINM.
IT
TLC
INTERNET
OTHER
FIELDS
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Types and fields of Activity
Our Members carry out «one shot» or «continuous» researches…
− … qualitative and quantitative ones
− … targets are B2C and B2B
− … on regenerated samples, Consumer Panels, Retail Panels, Access Panels
Qualitative research is mainly based
on:
− Focus group
− One to one in depth interviews
offline & online
The main quantitative data collection
methods are:
− CATI
− CAPI & PAPI
− CAWI
− Mobile
− Test Center
− Central Location
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Types and Fields of Activity
Advertising
Marketing Mix Media
Social Researches
Loyalty
Public Opinion Researches
Customer Satisfaction
Mystery Shopping
ADV test
ADV Tracking
Opinion polls
Internal Environment
U&A
Market segmentation
Brand Positioning
Brand Image
Product Researches
For instance, some types of activity are:
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Our Members’ relationships
Assirm Members provide, every year, with expertise and
professionalism, their services to
over 2.000 Companies and Institutes
National and Multinational ones
Carrying out more than
10.000 researches
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
CODES, STANDARDS, REGULATIONS
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Codes & Regulations
Code of Professional
Ethics
It defines the role of the research institutes and of the
researchers, the standards of professional ethics, the
rules of behaviour. It also defines the responsabilities of
the institutes, that undertake to comply to them, with
their Assirm membership.
Quality Standards
They strenghten the foundations of the profession, by
officializing and emphasizing them, in order to contribute to
the consolidation and the qualification of the identity of the
industry and to state a broader vision of quality, which is
not limited to the mere procedural aspects, but one that
focuses on the most important operational methodologies.
Code of the Data
Protection Authority
It is a code of ethics and conduct concerning the
processing of personal data for statistical and scientific
purposes.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Code of Professional Ethics
This code is intended as a framework for self-regulation that each of the Members
undertake to carry out, with the following purposes:
− Mnintain hgh standards of quality of research and of the profession
− Increase the trust of citizens, businesses and institutions in social and market
research;
− Make explicit the special responsibilities of Researchers towards specific groups:
children and other people with limited knowledge and limited capacity for critical
judgment.
This Code defines:
− the general principles that define the reference values in the activities of the
Members towards their Clients and that define other audiences (stakeholders).
− the conduct criteria towards each class of stakeholders, which provide, in detail,
the guidelines and the rules that Members are required to follow.
− The implementation mechanisms, which describe the control system for
compliance with the code of ethics and its continuous improvement, which are
outlined in a specific document.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
General Principles of the Code of Professional Ethics
EXPERTISE
Commitment to operate in a professional manner, following criteria of excellence,
selecting partners and suppliers in a strict way, promoting the training and updating of the
employees.
HONESTY
Commitment not to lie, not to boast skills that one doesn’t have, while respecting
confidentiality. This also applies to other categories of stakeholders, especially to
respondents.
PARTNERSHIP
Commitment to listen carefully and to interpret in a correct way the client’s needs, and to
propose a research which will actually be useful and serve the client.
COMMITMENT
Commitment to look for true and useful answers to the client’s problem. General
commitment in every phase of the research.
INFORMATION
Commitment to spread the knowledge of the value of research, by actively providing
information in a transparent way, with the ability and the willingness to communicate.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Quality Standards
The Quality Standards, together with the Code of Professional Ethics meet the need
to:
− Strengthen the foundations of the profession, formalizing them and giving them
visibility, to help strengthen the identity of the industry and to qualify it.
− acquire greater authority than the institutional counterparties and to affirm a
wider vision of the quality of research, not limited to procedural aspects, focusing
on the most important operating methodologies
The rules are based on industry standards (ISO 20252)
For certified members, according to the ISO standard, it is a set of rules whose
application is already provided for in the quality systems and for which they must
confirm the adoption, even where changes are present.
The Assirm Certification and the ISO Certification are therefore a minimum
requirement that each member should ensure.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Quality Certificate
Members who are not certified according to the ISO standard and do not intend to
proceed with this certification, must, by statutory provision, obtain, within 12 months from
the date membership, the Assirm Quality Certificate.
Assirm Members are committed to:
ensure Professionalism, Expertise and Experience of all their employees and
partners, in addition to quality control of all production and research processes;
comply with the Code of Professional Ethics and the Standards of Quality to maintain
high quality standards, increase the confidence of users in market research and
make explicit the responsibilities of their researchers towards those groups or
individuals that have to be protected;
in the relationship with its customers, follow the guidelines of Competence, Integrity,
Partnership, Commitment and Information defining the responsibilities of the
institute and its researchers;
avoid damaging, discrediting or undermining the image and credibility of the
Association and the profession.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
INSTITUTIONAL RELATIONS
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Institutional Relations
Assirm …
− … actively collaborates with the Data Protection Authority
− … cooperates with the main Italian Universities
− … collaborates with several Associations of researchers and scholars
− … cooperates with the Italian Confederation of Industries; is one of the founding
members of the Confindustria Intellect Federation
− … is one of the promoter associates of Pubblicità Progresso (Social Issues
Advertising)
In addition, the Association actively cooperates with international organizations of the
Industry:
− Esomar
− Efarmo
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
WHY JOIN ASSIRM
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Assirm means…
Urge to the Growthof the Industry
Supply of Services to its Members
Istitutional relations
Defense of Knowledge
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Why join Assirm?
Get more VISIBILITY for your Business
Build on the REPUTATION of your Company
Make sure your Business is always UP TO DATE
Receive CONCRETE SUPPORT for your Business
Have the chance of being ACTIVELY INVOLVED in the world of research
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Get more VISIBILITY for your Business
ASSIRM is the benchmark of market research in Italy.
Businesses, Institutions, Universities and researchers consider all the Member
Institutes of Assirm as the main actors of research. Being an Assirm Member means
looking sound and reliable.
Events and opportunities of sponsorship: ASSIRM organizes several events, during
which opportunities of sponsorships are offered in order to increase the visibility of
Members.
www.assirm.it website: there is a section in which each member can present the
institute and the fields of specialization, getting an immediate visibility.
My Post Service: it is a bulletin board dedicated to Members, in which they can
promote their services, their activity, through the free publication of news directly on
the website homepage.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Build on the REPUTATION of your Business
Assirm Quality Certificate – it allows to turn to an «Auditor» appointed by the
Association, who, through a check list and during one or more visits to the Agency,
will assess the correct implementation of the «Assirm Quality Standards» and the
«Code of Professional Ethics». The Association, following the positive outcome of the
assessment, will issue the certification, the quality «label» and the Assirm plaque.
Cerqua Project: assessment of the suitability of the respondent for a qualitative
interview, following the strict criteria of the Assirm Quality Standards, through an
online platform available from the Assirm website.
Compliance with the Code of Professional Ethics and the Quality Standards.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Make sure your Business is always UP TO DATE
Assirm Observatory: presentation of the statistics concerning the research market.
Dispatch of notifications concerning the latest legal and financial news, thanks to
the reports which are sent on a regular basis by the consultants of the Association.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Receive CONCRETE SUPPORT for your Business
Legal Advice: Assirm offers its Members a new free service, that allows focusing on
legal issues that are typical of a Research Agency. The Association has in fact
entered into an agreement with two different law firms, through which it will be
possible to obtain legal advice.
General Terms of Agreement: a new, updated and detailed version of the General
Terms of Agreement between the Institute and the Client, branched following the
types of research, has been developed.
Tender notices: e-mail dispatch of selected tender notices, which can be national or
international and relating to the market research field.
Benefits and Discounts: Accession to interesting benefits and discounts by several
Companies operating in different fields (Eni, Telecom, StarHotel, Alitalia, Ferrovie
dello Stato, etc.. ), through Confindustria.
Request for Quotations: dispatch of requests for quotations from Client companies
that turn directly to the Association.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Be ACTIVELY INVOLVED in the world of research
Assirm Training in Market Research
Partnership with prestigious Italian Universities (Università Statale of Milan,
Università Cattolica del Sacro Cuore of Milan) for the organization and the
sponsorship of postgraduate programmes concerning the world of research and
specialized seminars.
Development of a management training programme for experts of the industry,
open to Members only.
Establishment of work groups, involving the representatives of the Institutes
participating, in order to deal with the most interesting and revelant subjects for our
industry.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Companies that can join Assirm
Companies allowed to join Assirm have to:
Operate in Italy in compliance with the applicable rules of civil law and with the
chosen legal status
carry out market, social and opinion research, on a scientific or statistical basis,
or carry out portions of research, such as surveys and data processing, as
recognized activities, on behalf of third parties
own the necessary technical and professional skills to ensure adequate quality of
service, working full time within the company
accept in full the Statute of the Association and its rules
be ISO certified or undertake to become certified (ISO or Assirm) within 12 months
subscribe to the Code of Professional Ethics and be committed to its spread within
the Company
subscribe to the Standards of Quality and undertake to comply
accept the rules of the Disciplinary Committee and its judicial function
accept the examinations and inspections, which may be required by the Board or
by the Disciplinary Committee
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
(following)
Operate in
Italy
Quality
Certificate
Professional
Expertise and
Techniques
Compliance
with
Standars of
Quality
Disciplinary
Committee
Compliance
with Code
of Ethics
Research
based on
Scientific
Statistics
Subscription
of the Statute
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
(following)
Applications from companies or institutions are examined by the
Executive Council, which is required to establish possession of the
requirements, and decide on their acceptance.
Membership to the Association cannot be granted to Companies and
Organizations that carry out, even marginally, activities whose purpose
is the promotion and advertising of goods and services, direct
marketing and telemarketing, trade, distribution and sales.
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
WHY WORK WITH ASSIRM MEMBERS
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Why work with ASSIRM Members
Assirm Members represent the Italian and international excellence:
– They represent a benchmark for every Company that decided to focus
their activity on listening to stakeholders
– provide information and quality advice, based on flexible methodological
approaches, on the application of rigorous methods and on the use of
the most advanced tools
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Why work with ASSIRM Members
Assirm Members:
• have codes of Practice ensuring compliance with Quality and Ethical Standards
• agree to submit to the internal organs of control and protection of the interests of all
stakeholders: clients and respondents first
• conduct investigations that cover the entire spectrum of research needs
• have qualified personnel, subject to continuous training and updating
• ensure constant innovation and upgrading of services offered, also through the
application of the most advanced technology
C.so Magenta 85
20123 MilanoTel. 02 58315750
Fax 02 58315727
www.assirm.it
Codes and Intrinsic Quality are not enough...
Provide ideas, hints, suggestions that can help Business Leaders to:
Take decisions
Evaluate the effectiveness of the decisions taken
Explore new opportunities
Prevent possible risks