Proposed new name and rules for the Association – FAQ’s

The AUSTRALIAN DATA AND INSIGHTS ASSOCIATION (ADIA) Incorporated

WHY CHANGE FROM AMSRO TO ADIA?   

The past few years have seen existing trends within and around the market and social research industry accelerate. Those trends include accelerating globalisation; the drive to lower cost solutions especially for commoditised, lower value-add research services; software companies entering our industry with automated technology-based solutions; increased use of existing data sources as opposed to primary data collection; and management consultancies, marketing services businesses and others continuing to encroach into the space once solely occupied by research agencies.

Evidence-based consumer insights are more important than ever, but increasingly clients are turning to providers other than traditional research agencies, or technology enabled solutions to provide those insights, or bringing these services in-house. 

In Australia this means that our association brand AMSRO – The Association of Market and Social Research Organisations – is no longer seen to comprehensively represent our whole industry. The parts we are not regarded as representing as well – data analytics and software-enabled or technology-enabled research – are some of the fastest growing sectors of the industry. The importance and growth of this part of our industry is backed by international research, provided by ESOMAR, AMSRO’s Association partner (ESOMAR Global Market Research Report 2019 & 2020) and our own research (AMSRO, Broader Tent Research 2019 – 2020).

A new association strategy is needed – one that services and encompasses these new players, while still representing the ‘traditional’ part of our industry, and that focuses on the benefits our industry delivers to our clients, rather than focusing on the craft or process of research. That new strategy which seeks to represent a ‘broader tent’ needs a new brand to support it. 

The new brand will allow the existing, traditional industry (formerly AMSRO) to better embrace and work with emerging players. 

These efforts to represent a ‘broader tent’ will work in three ways:

1. It provides newcomers with a relevant industry association, providing services and representation for these organisations.
2. It enables our industry to extend our robust approach to quality and privacy and an effectively self-regulated environment to the whole industry (as now defined).
3. It enables our industry to protect and sustain itself in the long term.

HOW DID AMSRO GET HERE? 

To support our transition to a stronger, broader, more inclusive industry body, the AMSRO executive committee commenced discussing and refining its Broader Tent strategy (in late 2018) including interviews conducted with AMSRO members, former members, clients and key stakeholders. The project took approx. 6 months and culminated with an AMSRO Committee meeting (representing 25% of its member base n =93) who supported the following:

• An association rebrand.
• Exploring use of the terms ‘Data’, ‘Analytics’, ‘Insights’ (and possibly ‘Research’) – all have relevance to all or parts of the membership and future membership base.

Following that, AMSRO engaged HOW Communications to work on a brand research project, which again, involved in-depth stakeholder consultation with members and the broader industry focusing on next steps. 

Outcomes included:  

• We must reposition AMSRO to help protect and sustain the industry.
• We need to ensure the brand includes emerging and existing members now and into the future.
• We need to ensure the brand keeps the recognised AMSRO legacy characteristics of quality and trust but is also dynamic, modern and distinct.
• We need to place AMSRO in a position of strength which sets it apart from other industry (related) associations. 
• We need to change our name (to reflect our repositioning) to stay relevant.

WHY ADIA?

Based on the research findings, AMSRO’s Executive recognised the impact of these changes on the industry and decided that changing the brand name to the Australian Data and Insights Association (ADIA) offered greater scope and a broader tent to all companies now operating in the industry.

Key points follow:

• Repositions the former AMSRO to protect and sustain our industry’s future, embrace newcomers and enable research in its many forms, to prosper in Australia.
• Covers the spectrum of activity that our industry (and members) offers to clients.
• Allows for leading practitioners of existing and emerging methods to become members.
• Ensures the brand keeps the AMSRO legacy of quality and trust but is also dynamic, modern and distinct.
• Holds appeal to potential broader tent (new research) members but still applies to existing members.

• Data drives insights and therefore we felt the name order is important.
• Data and Insights are the core elements of our industry and in the interest of inclusiveness, both words were agreed to be relevant and necessary.
• Is geographically focused.
• The use of the word “Association” ensures we are known as an organisation (industry body) that is focused on member service.
• We need to be recognised (clearly) as an Industry Body.

WHO IS ADIA?

The Australian Data and Insights Association (ADIA) is the peak industry body for data, insights and research organisations in Australia. ADIA (formerly AMSRO) represents close to 100 of Australia’s leading data, insights and research companies, with members employing more than 5,000 employees, in an industry generating more than $1 billion of economic activity annually. Our members conduct research with Australians for most of the ASX top 200 companies and the majority of State and Federal Government departments.

ADIA works in partnership with its company members, plus privacy authorities, business, government and the community to protect and promote the industry and uphold the highest ethical and privacy standards working under the first and only (non-mandatory) registered Industry APP Privacy Code since 2003.

WHAT IS ADIA’S MISSION?

As the peak organisation for Australia’s data, insights and research organisations, our mission is to protect and promote the industry for our members to ensure their important contribution to our economic, social and political well-being continues.

WHAT IS ADIA’S PURPOSE?

The purpose of the Association is to:

Represent and enhance the data, insights and research industry (“Industry”).

• Advise, support, represent and advocate on behalf of members.
• Enhance capabilities of, and opportunities for, members and their staff through:
  • education, professional development and training,
  • the development of industry partnerships.
• Encourage confidence and minimise risk in client decision making; and
• Ensure industry standards are relevant, appropriately promoted and recognised.

HOW DOES ADIA PURSUE ITS MISSION?  

• We champion the data, insights and research industry.
• Our members are the leading data, insights and research companies in Australia. We exist to promote their work and advocate on their behalf which in turn, provides a strong and active voice for Australians.
• Data and insights gathered by our members help inform a brighter future for thousands of Australian businesses by fuelling stronger, evidenced based decisions.
• We provide our members with training, support and a cohesive collective voice to ensure a strong future for the data and insights industry.
• We work to improve the quality and professionalism of market and social research practices.
• We represent the interests of members to government, regulators and other stakeholders.
• We help develop and retain talent in the industry.
• We promote the exchange of information among industry leaders.

WHAT ARE ADIA’s PLANS FOR THE NEXT 12 MONTHS?

ADIA will serve its members across four key priority areas:

1. To represent a broader, more inclusive Association – providing the compliance framework to inspire, attract and represent a broader industry dedicated to upholding best practice standards for evidence-based decisions which inform and service Australians.
2. To advocate and speak out with a strong voice on behalf of the industry – building a united, stronger association for all companies collecting, using, and storing data for research and insights. ADIA will advocate and inform media, government, and other stakeholders on relevant industry issues to deliver necessary change and ensure long-term sustainability.  Issues addressed include – broader access to the Integrated Public Number Database (IPND), awareness and action to prevent call blocking (SPAM), and a procurement campaign to promote ADIA members.   
3. To explore relevant strategic partnerships to increase member value – ADIA will work with like-minded partners, company members, privacy authorities, business, government, and the community to protect and promote the industry and uphold the highest ethical and privacy standards. 
4. To provide relevant (non-technical) professional development and training for businesses and leaders – ADIA continues the legacy of AMSRO with a focus on networking for industry leaders (Leaders Forum conference), supporting young talent, and expert advisory around privacy law, workplace relations, quality standards (the market, social and opinion ISO 20252 standard and the information data security standard ISO 2700) and leadership.

HOW IS ADIA DIFFERENT TO ADMA?

The Association for Data-driven Marketing and Advertising (formerly, the Australian Direct Marketing Association) provides services for direct marketing and advertising.

ADIA’s membership is strictly for data, insights and research organisations with membership criteria requiring that ‘personal information for market and social research is collected only with informed consent and under strict codes and practices’ which prohibit direct marketing and sales.

ADIA’s co-regulated framework includes the registered OAIC privacy code and an industry Trust Mark – a seal of endorsement that assures business and government organisations they are buying research that is quality-tested and meets not only ethical standards but also goes over and above minimal privacy legislation. 

ADIA members working under the industry Trust Mark:

1. Work under Australia’s first and only OAIC (non-mandatory) registered Australian Privacy Principles (APP) Industry Privacy Code, enshrined in Australian law.
2. Have an independent annual audit for ISO (International Organisation for Standardisation) certification.
3. Adhere to the industry Code of Ethics.

WHAT HAPPENS TO THE REGISTERED PRIVACY CODE?

Registered on the Office of the Australian Information Commissioner (OAIC) Codes Register, the Privacy Code will continue to serve and protect members.  On the advice of the OAIC, the Code will be renamed the ADIA (Privacy Market and Social Research) Code 2021 in due course (subject to the member vote).

WHY ARE THE RULES CHANGING?

The proposed amendments generally reflect a move to the format and structure of the current Model Rules contained in the Associations Incorporation Reform Regulations 2012. 

AMSRO’s Rules of Association (or our ‘constitution’) are made under the Victorian Associations Incorporation Reform Act 2012.  A copy of the Act can be found here:https://www.legislation.vic.gov.au/in-force/acts/associations-incorporation-reform-act-2012/018.  

A copy of AMSRO’s current Rules can be found here.

AMSRO is proposing a change to its Rules which will need to be approved by a Special Resolution of the membership.  The proposed amendments generally reflect a move to the format and structure of the current Model Rules contained in the Associations Incorporation Reform Regulations 2012.  A copy of the Model Rules can be accessed here: https://www.consumer.vic.gov.au/library/forms/clubs-and-not-for-profits/incorporated-associations/model-rules-for-an-incorporated-association.doc. 

The Committee recently undertook a more extensive review and revision of the AMSRO Rules because we were already proposing a rule change by member resolution to facilitate the change name and we had not undertaken a general review, or update, of the Rules for a number of years.  We decided an update was required, if only to reflect the impact of changes in technology such as the widespread use of video conferencing.  Most of the proposed changes simply reflect the Model Rules. 

The key changes that do not derive directly from the Model Rules are:

• The creation of two separate bodies to manage the newly named association – a Board and an Advisory Committee.  Part 5 – Management of the proposed Rules set out the details of the Board and Advisory Committee and how they operate. 

• The Board will effectively be what we currently refer to as the ‘Executive’ and includes the elected office holders of the Association.

• The Advisory Committee will be appointed by the Board from members who volunteer to participate and will assist the Board in its decision-making by bringing a broader range of member perspectives to the table.

• A change from having an Executive Director to a Chief Executive Officer (who will not have any voting rights). The Chief Executive Officer will be responsible for the day to day running of the association and can be delegated to by the Board at its discretion, subject to the Rules. Rule 66 addresses the role of Chief Executive Officer.

• The creation of a process where the Board can assist in addressing member grievances. This is contained in Division 3—Grievance procedure. 

WHAT DOES THIS CHANGE MEAN TO ME AND MY BUSINESS?

• If you are an existing member, there will be minimal change.
• Members will be sent a digital membership pack including an updated membership certificate, email signature and membership badge, logo and information sheet.
• For new members looking to join ADIA – the peak industry body – and to align your brand with the key pillars of Trust, Ethics and Privacy as well as Industry Leadership – the ADIA enables your company to see where joining the Association can add value to your brand and clients.  

AMSRO MEMBER (SPECIFIC) FAQ’S

WHAT NOW?

AMSRO will hold a special resolution member meeting on Thursday, 22 April 2021, to vote on the change.  At least 75% of attending members must approve the new name and proposed Rules to proceed. Notification of this meeting was issued to members on Wednesday, 31 March 2021, to allow for a 21-day consultation process.

WHY DIDN’T YOU LAUNCH SOONER?

In March 2020, as the global pandemic unfolded, AMSRO’s Executive agreed to place the rebrand project on hold.  Member services, support and safety, were deemed critically important at this time and enabled AMSRO to increase its suite of deliverables and respond appropriately. Postponing the rebrand also redirected member resources and funds to areas that directly supported member needs, particularly when COVID-19 lockdowns peaked in Australia.  These services included increased advisory and training services (such as workplace relations, working from home, leadership, reliance and privacy law) and the reduction of member subscription to pre-COVID-19 (2018) rates.

DOES THIS MEAN AMSRO IS NO LONGER SUPPORTING TRADITIONAL RESEARCH?

Absolutely not.  Existing services for members will remain – the core pillars of privacy, quality, ethics and commitment to workplace relations will continue to serve members as done in the past.  ADIA provides the Association and member base a broader scope to explore, co-exist and embrace newcomers into the industry. It also enables ADIA to extend the strict standards and practices that underpin our self-regulated framework to ensure the industry is protected and sustained in the long term.

HOW DO I GET IN CONTACT WITH ADIA?

Pending the member vote.

Email addresses will change to look like this: firstname@dataandinsights.com.au

Emails sent to AMSRO email addresses will be forwarded until further notice.  

WILL MY LOGIN DETAILS (USERNAME AND PASSWORD) TO YOUR WEBSITES CHANGE?
No. You will still be able to access our online platforms using your existing credentials.

I’M BOOKED ON AN UPCOMING TRAINING PROGRAM/WEBINAR, DO I NEED TO DO ANYTHING?

There is no need to take any action. You may notice our new logo and name appearing on communications and on some of the products that you see during your training.

HAVE YOUR PAYMENT DETAILS CHANGED?

Our name has changed but payment details remain the same. We have sent communications to accounts department contacts registered with us to inform them of our name change.

IS THERE ANYTHING MEMBERS NEED TO DO AS A RESULT OF THE NEW NAME?

Aside from updating your company records to reflect the name change, no other action is required. Subject to the member vote favouring the proposed changes, we will be sending all members a new ADIA brand pack containing logos and graphics. All invoices, purchase orders and other transactional communications from us will remind you to make note of our new company name.

WILL THIS IMPACT AMSRO’S VALUE PROPOSITION – PRODUCT AND SERVICE OFFERINGS?

No.  ADIA will continue to provide a wide range of member services, support and training programs.

HAVE CHANGES BEEN MADE TO THE ORGANISATIONAL STRUCTURE OF ADIA?

• No, the Secretariat, the Executive and Committees remain the same.
• ADIA has a proposed new set of Rules.
• The ABN 20 107 667 398 remains the same.

Should you wish to discuss any of the proposed changes, please do not hesitate to contact George Zdanowicz, President, AMSRO on 0412 370 393 or Sarah Campbell, Executive Director, AMSRO on 0460 012 092. Andrew Maher, AMSRO’s Legal Counsel, is also available to discuss the proposed ADIA Rules on 0403 399 237 or amaher@cielegal.com.au 

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