Global market research leaders are actively revising the ISO 20252 Standard for market, opinion, and social research, including insights and data analytics. Entering its 5-year review period as mandated by ISO protocols, the updated standard is anticipated to be published by early to mid-2026.
Addressing Evolving Market Research Needs
Originally updated in 2019, ISO 20252 establishes globally recognized terms, definitions, and service requirements for project management in research organizations. It emphasizes transparent, consistent, and error-free research methods, integrating ethical requirements and data management practices aligned with GDPR.
The upcoming revision is expected to reflect significant changes in the market research industry, particularly the impact of artificial intelligence (AI) on research methodologies. Updates will also include enhanced data quality standards to help organizations address data fraud effectively.
"ISO 20252 is not just a standard; it's a foundation for trust and transparency in the market research industry," said Juliana Wood, Managing Director of CIRQ. "As our industry evolves, so must the standards that guide us, ensuring they remain relevant and robust in addressing emerging technologies and challenges."
Key Developments from the 18th Plenary Meeting
The ISO technical committee (TC 225), responsible for the updates, convened its 18th Plenary Meeting on September 12-13 in Athens, Greece, coinciding with ESOMAR’s Congress. Representatives from Australia, Austria, Canada, China, Japan, Netherlands, Peru, Spain, the UK, and the U.S. attended, alongside five ESOMAR representatives.
Highlights from the meeting included:
- Discussions about splitting one annex into two: one focusing on sampling and the other on panels, which would increase the total annexes to seven.
- A focus on incorporating up-to-date technologies, particularly AI, and addressing data fraud issues.
- Leadership transition to Debrah Harding of the Market Research Society (MRS), who assumed the Chair role from Don Ambrose of the Standards Council of Canada.strong
Supporting Collaboration and Connection
The meeting not only fostered collaboration but also strengthened connections between delegates. A highlight was a rooftop dinner hosted at Kuzina, offering stunning views of Athens and the illuminated Acropolis, sponsored by MRS. This unique cultural experience reinforced the spirit of cooperation among attendees.
A Commitment to Excellence
The revised ISO 20252 standard will solidify its role as the backbone for best practices in market research. With oversight from industry bodies like CIRQ, the Certification Institute for Research Quality, research organizations can ensure their compliance with globally recognized quality and ethical standards.
As the market research landscape continues to evolve, these updates to ISO 20252 will ensure the industry remains prepared to meet emerging challenges and opportunities.