To provide a structured framework to the varying requirements across different territories, research buyers are turning to ISO 20252, the standard for market, opinion and social research. In the last twelve months, consultancy firm Assent Risk Management has seen an increase of over 300% interest in the standard, with many clients opting for the framework to gain a competitive advantage.

Why this matters now

The industry is currently working through several burning issues and changes.

Data privacy is under growing regulation, while AI is reshaping research methodologies and introducing new ethical risks. As a result, demonstrating ethical conduct, transparency, and risk management is no longer optional; it’s business-critical. Clients, regulators and participants are asking more questions:

• How is data being used?
  
  
• How are participants being treated?
  
  
• How do I know the results are valid and responsibly obtained?

The organisations best positioned to answer these questions aren’t just compliant, they’re structured around a culture of accountability, transparency and resilience. That’s where ISO 20252 comes in.

What it means for You

Research buyers are looking for an established framework to address these issues, and many have found ISO 20252, the international standard for market research, provides a comprehensive framework for robust market research project handling by setting clear guidelines on participant rights, data handling, and quality controls. ISO 20252 not only safeguards the credibility of the research but also builds trust among clients, participants, and the wider public.

With an increasing number of clients actively seeking service providers who are certified to ISO 20252, now is the time to get a competitive edge in the market.

ISO 20252: a strategic framework for accountability, resilience and trust

ISO 20252 has historically been misunderstood as a quality checklist, but it actually provides a comprehensive framework that embeds ethical practice, transparency and risk mitigation into the core of research organisations.

What makes ISO 20252 suitable for all business models is its modular structure:

• Core Framework
  
  
• Annex A: Sampling, including access panels.
  
  
• Annex B: fieldwork.
  
  
• Annex C: Physical Observation.
  
  
• Annex D: Digital Observation.
  
  
• Annex E: Self-completion.
  
  
• Annex F: Data management and processing.

Organisations only need to attest to the annexes that apply to their specific services, in addition to the mandatory framework. This means the standard can be scaled to suit agencies of all sizes and specialisms, with the option to expand as your business grows.

Your route to ISO 20252

As with any project, the key to success is in the planning. Here are five steps towards achieving ISO 20252:2019 certification:

Step 1: buy the standard

It may sound obvious, but owning a copy of the standard will help you operate a compliant (Quality Management System). At this stage, a proven ISO 20252 Consultant such as Assent Risk Management can help you interpret the requirements.

Step 2: conduct a gap Aanalysis

Conducting a gap analysis against the ISO 20252 requirements will ensure that you capture any existing good practices, while also identifying any gaps that need to be addressed.

Step 3: implement the requirements

Using the results of the gap analysis, you should next ensure that all the requirements are being met.  This might mean establishing new policies or procedures.

Step 4: conduct internal audits

When you are ready, conduct internal audits to ensure everything is running as it should be. Remember that internal auditors should be independent of the area they are auditing, so, if you haven’t already, you might consider engaging a consultant at this point.

Step 5: engage a certification body

Once everything is ready and any internal audit findings have been addressed, it’s time to choose a certification body to conduct an impartial external audit.

Conclusion

ISO 20252 is becoming more prominent within the market research supply chain and brings many benefits to stakeholders, but implementing the standard does not need to be difficult if service providers engage expert support. 

To learn more about how ISO 20252 can strengthen your agency’s ethics, transparency and resilience, contact Assent Risk Management.

By Jessica Inglis & Robert Clements