What is ISO 20252 about?
ISO 20252 establishes terms, definitions and service requirements for service providers conducting market, opinion and social research, including insights and data analytics (hereinafter referred to as “service providers”).
With the emergence and general acceptance of online samples for market, opinion and social research, a primary source of online samples, online access panels, have evolved in their use and have been augmented with other online sample sources. ISO 20252 now also covers access panels, both online and offline.
Note: Non-market research activities, such as direct marketing, are outside the scope of ISO 20252.
Who is ISO 20252 for?
ISO 20252 on market, opinion and social research, including insights and data analytics — Vocabulary and service requirements is useful for:
- Professionals conducting research
- Data analytics companies
- Businesses
Why should you use ISO 20252?
The principal objective of international standardization within the market, opinion and social research is the facilitation of global and consistent industry standards applicable to different national and regional markets. ISO 20252 enables you to follow a structure to ensure that its implementation leads to continual improvement of research and to harmonize other national standards and industry codes already available.
The normative annexes provide the specific framework for various globally recognized research methodologies. The service provider can align their practices to the requirements as stated under ISO 20252 in order to attest conformity to the particular research methodology or functions.
Any claim of attestation will state clearly and unambiguously which annexes conform with ISO 20252. In the long-term ISO 20252 aims that the businesses will attest the majority, if not all, of their research activities to this document.
