A.I. Code of Ethics


At MQO Research, we believe in a “human in the loop” philosophy for working with AI tools, and we use AI in market research tasks in a deliberate, responsible, and ethical manner. We believe that the use of AI has the potential to generate valuable insights for our clients and research participants, but also recognize the need to ensure that human oversight and professional service accountability are maintained at every step of the process. To this end, we have established the following principles for the use of AI in market research:


We make sure that the use of AI in market research tasks is transparent to our clients and research subjects. This means being clear about what data is being collected, how it is being used, and what kind of insights the AI is generating.


We respect the privacy of research subjects by collecting only the data that is necessary for the research and by storing and processing the data securely.


We ensure that the AI is not biased in its data collection or analysis. This means checking for and mitigating any potential sources of bias, such as demographic imbalances in the data or skewed training data.

Human Oversight

We involve human experts in the AI system’s development, implementation, and decision-making process. This ensures that the AI system’s outputs are reviewed by experts, who can interpret and evaluate the results in a context-specific manner.


We are responsible for the actions of the AI system, including any negative impacts on research subjects. This means having clear accountability measures in place and being transparent about any limitations or potential issues with the AI system.

By following these principles, we use AI in market research tasks in a responsible and ethical manner. If you have any questions or concerns about our use of AI in market research, please don’t hesitate to contact us.