ISO 20252:2019 Market, opinion and social research, including insights and data analytics — Vocabulary and service requirements

ISO 20252:2019 is an international quality standard first published in 2006 as a replacement for the existing British Standards BS 7911:2003. It was subsequently revised in 2012, and then restructured and technically revised in this third edition.

The standard sets out requirements in a quality management system for organizations conducting market, opinion and social research. The standard has been restructured, with a core clause (Clause 4) applicable to all service providers, regardless of methodologies provided, and six separate annexes (Annexes A to F), each covering requirements relating to one of the globally-recognized research methodologies;

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. It will encourage consistency and transparency in the way surveys are carried out, and confidence in their results and in their providers.

Benefits of using the ISO 20252 framework:

This global research quality standard provides a framework to:

  1. Ensure timely delivery of quality services
  2. Improve operational management and control of research processes
  3. Reduce errors and rework
  4. Enhance user reputation and provide a competitive advantage
  1. Provide a basis for subcontractor evaluations
  2. Ensure a more efficient and reliable delivery of products/services
  3. Increase staff morale and provides clarity on internal responsibilities

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