3.3 Photographs, video and audio recordings
The ability of smart phones and other mobile devices to create, store and transmit photographs, video and
audio recordings has provided a new set of tools for researchers to integrate into their methodologies. Two
prominent examples where these capabilities have enhanced traditional methods are ethnography and
mystery shopping.
Researchers must recognize that photographs, video and audio recordings gathered, processed and stored
as part of a research project constitute personally identifiable data (described in Section 2.4) and must be
handled as such. They can only be passed to a research user client if the participant gives his or her
permission and even then only to achieve a research purpose. Information that has been 100%
anonymised (such as through pixelisation or voice changing technology) to a point where it is no longer
personally identifiable can be passed to a research user client and processed for other purposes.
The guideline recognizes that there may be instances in which someone other than the participant is
captured in a photograph or video and it may be impractical or even impossible to gain permission.
Examples include store personnel and passing pedestrians. While these individuals are not defined as
research participants, the researcher nonetheless has the responsibility to accord them the same respect
and privacy protections as research participants.
Some types of observational research may involve photographing or recording in public settings involving
people who have not been recruited as research participants. In such instances researchers must gain
permission to share from those individuals who are central to the image or prominent in the foreground. If
permission cannot be obtained then the individual’s image should be pixelated or otherwise anonymised.
In addition, clear and legible signs should be placed to indicate that the area is under observation along
with contact details for the individual or organization responsible. Cameras should be sited so that they
monitor only the areas intended for observation.
Researchers also must caution participants against taking photos or recording in places where this is not
allowed such as government buildings, banks, schools, airport security areas, private spaces or any area
where signs are posted prohibiting the use of cameras. In all cases, researchers should be aware of any
applicable local laws and customs and conduct their research appropriately. More practical details may be
found in the ESOMAR Guide on Passive Data Collection, Observation and Recording.
Mystery shopping poses a special case because by its very nature research subjects are unaware they are
being observed. Nonetheless, their personal data must be protected and no photographs or recordings
may be shared with any third party, including the research user client, unless the subject’s permission has
been obtained.
Finally, researchers must take special care when photographing or recording children. It must never be
done without the permission of the parent or legal guardian. This requirement carries over to public spaces
where researchers should avoid capturing images of children even as passersby or in the background.
Should images of children be captured inadvertently, their faces must be masked or pixelated to protect
their identity.
As with all personally identifiable data researchers should always use conservative approaches to data
release and transfer and are advised to gain agreement from the research user on this matter in advance.
3.3 Photographs, video and audio recordingsThe ability of smart phones and other mobile devices to create, store and transmit photographs, video andaudio recordings has provided a new set of tools for researchers to integrate into their methodologies. Twoprominent examples where these capabilities have enhanced traditional methods are ethnography andmystery shopping.Researchers must recognize that photographs, video and audio recordings gathered, processed and storedas part of a research project constitute personally identifiable data (described in Section 2.4) and must behandled as such. They can only be passed to a research user client if the participant gives his or herpermission and even then only to achieve a research purpose. Information that has been 100%anonymised (such as through pixelisation or voice changing technology) to a point where it is no longerpersonally identifiable can be passed to a research user client and processed for other purposes.The guideline recognizes that there may be instances in which someone other than the participant iscaptured in a photograph or video and it may be impractical or even impossible to gain permission.Examples include store personnel and passing pedestrians. While these individuals are not defined asresearch participants, the researcher nonetheless has the responsibility to accord them the same respectand privacy protections as research participants.Some types of observational research may involve photographing or recording in public settings involving
people who have not been recruited as research participants. In such instances researchers must gain
permission to share from those individuals who are central to the image or prominent in the foreground. If
permission cannot be obtained then the individual’s image should be pixelated or otherwise anonymised.
In addition, clear and legible signs should be placed to indicate that the area is under observation along
with contact details for the individual or organization responsible. Cameras should be sited so that they
monitor only the areas intended for observation.
Researchers also must caution participants against taking photos or recording in places where this is not
allowed such as government buildings, banks, schools, airport security areas, private spaces or any area
where signs are posted prohibiting the use of cameras. In all cases, researchers should be aware of any
applicable local laws and customs and conduct their research appropriately. More practical details may be
found in the ESOMAR Guide on Passive Data Collection, Observation and Recording.
Mystery shopping poses a special case because by its very nature research subjects are unaware they are
being observed. Nonetheless, their personal data must be protected and no photographs or recordings
may be shared with any third party, including the research user client, unless the subject’s permission has
been obtained.
Finally, researchers must take special care when photographing or recording children. It must never be
done without the permission of the parent or legal guardian. This requirement carries over to public spaces
where researchers should avoid capturing images of children even as passersby or in the background.
Should images of children be captured inadvertently, their faces must be masked or pixelated to protect
their identity.
As with all personally identifiable data researchers should always use conservative approaches to data
release and transfer and are advised to gain agreement from the research user on this matter in advance.
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