The ISO 20252 standard for market research has been updated to ensure it continues to encourage consistency and transparency in the way surveys are carried out and promotes confidence in their results and the survey providers.
International Standard ISO 20252:2019, Market, opinion and social research, including insights and data analytics – Vocabulary and service requirements, sets out guidance and requirements relating to the way in which market research studies are planned, carried out, supervised, and reported to clients commissioning such projects.
ISO 20252:2019 provides a framework to:
- Ensure timely delivery of quality services
- Improve operational management and control of research processes
- Reduce errors and rework
- Enhance user reputation and provide a competitive advantage
Don Ambrose, Chair of the ISO technical committee that updated the standard, said ISO 20252 is a must-have for the market-research industry.
“Users the world over––companies, governments, research institutes, consumer associations, universities, and marketing and advertising agencies––will benefit by having global compatibility, traceability, and continual improvement,” Ambrose said.
“In addition, it will enable clients to obtain globally compatible, comparable and homogeneous feedback and make better-informed choices of service providers.”
ISO 20252:2019 covers all the stages of a research study––from the initial contact between the client and service provider, to presentations of results to the client. The revised standard reflects new and modified research practices. New content has been added, including the complete ISO 26362:2009, which covers the management and use of access panels.