iMotions follows the highest ethical standards to guard the interests of the public and our clients in order to promote good business practices.


iMotions is a member of ESOMAR, MRA, AMA and ARF. Users of Attention Tool® are expected to adhere to the rules and codes endorsed by these organizations.

Emotion affects our decision making process. Taking into consideration the possibilities of unethical parties using the revelation of emotions by Attention Tool® to manipulate public’s decision making process, iMotions disapproves the use of Attention Tool® for any unlawful, immoral or irresponsible purposes. Our product is strictly to be used for marketing research purposes only.

Ethical code