What is AMRO?

Promoting industry standards in New Zealand

AMRO - the Association of Market Research Organisations - was formed in 1984 as an industry group to help promote consistently high industry standards and to help ensure the maintenance of the public's good will. AMRO member companies co-operate in compiling industry data, establishing professional and ethical standards for the industry and in communicating with the users of research as well as the general public.

Since the early 1980's the level of market research activity in New Zealand has sharply increased to the point where - per head - New Zealanders are among the most researched individuals in the world.

Any efficient economy requires a free flow of market information and there is a compelling argument for market research as a vital practice which contributes to the economy. Nevertheless the ongoing effectiveness of market research depends upon the quality of research standards, and the goodwill of those members of the public whose attitudes and behaviours are the subject of research. In 1984 AMRO - Association of Market Research Organisations - was formed as an industry group to help promote consistently high industry standards and to help ensure the maintenance of the public's goodwill.

Membership of AMRO is open to companies engaged in commercial market research whose chief executive is a member of the Market Research Society - the professional body which sets the code of practice for individual researchers in New Zealand. AMRO member companies are also required to hold a 'Market Research Company' membership of the Market Research Society. AMRO member companies co-operate in compiling industry data, establishing professional and ethical standards for the industry and in communicating with the users of research as well as the general public.

To date the standard of market research being carried out in New Zealand has been generally high. However the quality and goodwill currently enjoyed by the industry is by no means assured. This is due to:

	•	The overlap between market research and other professions
	•	The start-up of new MR firms - some with little experience
	•	The arrival of new technologies which impact on market research practice
	•	Widespread misunderstanding of the Privacy Act Increasing consumer resistance to unsolicited contact by commercial organisations

These factors define the current scope of AMRO's ongoing work.