The updates include the inclusion of AI and automation policies and monitoring requirements across research practices, and strengthening data quality requirements in sampling and panel management.

Other changes include updated terminology and alignment with other ISO standards, and technical updates to reflect current research and best practices in managing respondent privacy, data protection and security.

Currently, more than 400 research agencies are third-party certified to ISO 20252 globally.

Debrah Harding, chair of TC 225, said: “Artificial intelligence is opening up significant opportunities to work faster, to reach and understand people in new ways, and to deliver sharper insights for organisations. However, these benefits will only be realised if we can maintain trust in research.

“Market, opinion and social research is shaped by diverse economic and cultural factors across the world. ISO 20252:2026 provides a clear and consistent framework for the sector globally to embrace new technology confidently, while also ensuring we maintain data quality and protect the rigour, transparency and credibility on which our impact relies.”