• Protecting of common interests against the public.
• Promoting the reputation and image in market-, opinion-, social- and media research to the public.
• Informing the public about the function and importance of market-, opinion-, social- and media research.
• Promoting the scientific nature of market-, opinion-, social- and media research.
• Creating a forum which offers the members the opportunity to exchange experiences and to discuss of professional issues;  both for members of market-, opinion-, social- and media researcher institutes and companies as well as for representatives from universities.
• Defining of education standards for job profiles in the field of market-, opinion-, social- and media research, as well as promoting the trainings professional young academics and activating participation in this education.
• Initiating of measures against activities which are likely to damage the reputation of market, opinion-, social- and media research as well as the people involved.
• Ongoing updating and reviewing of quality standards as well as quality assurance within the market research sector.
• Establishing a border between market-, opinion-, social- and media research and non-market research activities (e.g., (sales) activities and implicit misleading under the title of market research)