Delegates from marketing research standards organizations from around the world, including representatives from the Insights Association, met in Mexico City from February 28 to March 1 to continue their work updating ISO 20252: 2012. The Market, Opinion and Social Research vocabulary and service requirements are being revised and combined with ISO 26362 (Access panel standard) and ISO 19731 (Digital analytics and web analyses) into a more robust and comprehensive marketing research requirements document.
The technical committee (TC225) participants at this most recent meeting included members from AMSRS (Australia), ASI (Austria), MRIA (Canada), JISC (Japan), MOA (Netherlands), UNE (Spain), and MRS (United Kingdom), as well as various other observing countries and associations: ESOMAR, UNIT (Uruguay), WAPOR and the American Research Industry Alliance (ARIA) – through which the U.S. was represented by the Insights Association: Peter Milla, technical expert, and Juliana Wood, Managing Director / Director of Certifications, CIRQ.
Held at the Hotel Camino Real Polanco in the heart of Mexico City and hosted by ARIA, the meeting was conducted under the leadership of the TC’s chair, Don Ambrose. The committee is targeting publication of the new standard for late in 2018. It will roll out with substantial communications support from ISO, including a new website dedicated to ISO 20252 news and other announcements of interest to the global marketing, opinion and social research community.
The intent of the revision is to improve navigability with clearly defined, separate areas to support the various sectors within the market, social, and opinion research industry, allowing for companies to comply with and certify to only those services that they currently provide.
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All current requirements will be incorporated in the new combined standard, so too will be additions that reflect recent changes in research practices and technologies. By ensuring that existing obligations are being met, research service providers will be much better prepared to adapt their systems to the new requirements once the revised ISO 20252 standard has been finalized.
This standard continues to cover topics such as project management requirements, proposals and tenders, and project execution for various methodological components of research such as sampling, fieldwork, observation, self-completion, data management, and processing. Over the coming months, the committee will continue to revise and refine the standard after which time it will be put forward for commentary. This improved and updated standard will be formalized, translated, and made available to the global research industry likely by the end of 2018 or beginning of 2019. Precise dates will be shared as these become available from ISO.
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