ISO & YOUR BUSINESSES
We’re all affected by the steady decline of consumer trust in our industry. By ignoring this trajectory, we are effectively saying that quality doesn’t matter. It is our responsibility—to our own companies and our industry as a whole—to change that story. Of course ISO certification is not the only path. But it has been proven effective around the globe as a way to force brands and clients to demand higher quality insights, rather than settle for high rates of fraudulent data.
No. Agreeing to these codes are important. In doing so, you publicly demonstrate your commitment to organization-approved definitions of workplace ethics. But your compliance is monitored by the honor system. ISO certification is different: It’s a third-party validation of your best practices. Note that if you do already adhere to an industry organization code, you are likely much closer to ISO certification than you think. The only way to find out is to contact Juliana Wood at Juliana.wood@cirq.org or here.
No, you don’t. Becoming certified is a choice. However, companies that go through the certification process have been proven to reap the cost benefits of streamlined procedures, as well as having a competitive advantage during the RFP process. What’s more, these companies are better prepared to withstand disruptions to the marketplace, from quick-changing trends to enduring shifts.
No. ISO is not a one-size-fits-all solution. CIRQ works with you to customize your program and protect your competitive advantages.
Yes. The panel-specific standard (ISO 26362) was retired in 2019. The new, broader standard for insights and market research (ISO 20252:2019) covers the entire project life cycle. To earn certification, businesses do NOT need to adhere to every annex in the standard. CIRQ works with you to create a customized program that suits your product lines.
ISO & THE PROCESS
The cost to become certified is affordable because it’s on a sliding scale (scope certification is based on the services your business provides). It’s quite possible your company already has many of the necessary benchmarks already in place. The only way to know is to start a conversation with Juliana Wood at Juliana.wood@cirq.org or here.
Certification is less time-consuming than you think—in most cases, the actual commitment is significantly lower than the perceived one. Why? About 80% of businesses already have 80% of the required benchmarks in place! And remember: The level of effort required to become certified is well worth the efficiencies you gain.
No. ISO 20252:2109 is flexible. It bends to fit your existing system. You don’t change your processes to achieve certification; you organize, enhance and streamline. The standard provides the framework and requirements you need to ensure your current practices are best practices.
Maybe, but likely no. Most companies are able to successfully implement the requirements, manage certification and ongoing compliance using internal resources. Identifying a compliance or quality manager to lead an audit and certification program will ensure success.
ISO & RELEVANCE
The opportunity for evolution of the standard is baked into the ISO process. For ISO 20252:2019, this includes reviews every five years. In fact, the current iteration has been revised 4 times since its launch in 1998, when the BSI (British Standards Institution) published one of the first standards specifying minimum service levels for quality assurance, executive responsibilities, data collection and data processing in market research projects. BSI used ISO 9000, the world’s most widely used quality management system standard, as its framework.
In the decades since, regular reviews have continued to shape each iteration to best address the industry needs of the day. For a full timeline up to 2024, click here.
ISO membership is comprised of national standards bodies, each maintaining and approving multiple technical committees (TCs)—ISO approves and publishes the standards; the TCs draft, manage and maintain the standards. Every member body that is interested in a subject has the right to be represented on that standard’s TC.
When a standard is up for review, or a member body feels a change should be addressed, a Working Group (WG) is formed. These highly vetted SMEs examine the current requirements of the standard to ensure its relevancy and applicability to all business within the market research project lifecycle, as well as recommend changes that reflect new or emerging methodologies.
While revisions under consideration have not yet been cemented, data quality is always a priority; three other concepts stand out:
AI
Any inclusion of best practices regarding AI will take shape under a task group on New Technologies, with experts from Austria, Canada, Japan, Spain, UK and the US as members. “While reliable, tested and relevant AI-based solutions are likely a few years away, it’s the right time for the TC to start the conversation with experts, develop guidelines and address AI best practices,” says Sanjeev Dixit, Vice President at Reason Research, which has been certified to ISO 20252 since 2014. “Ethical use of AI applications is of utmost importance to us; we look up to ISO to take the lead in this area by formulating industry norms and guidelines.”
Algorithms
In September 2023, the Dutch delegation presented a concept algorithm standard. Their case included software pitfalls, definitions and applications for the responsible use of algorithms in insights. “As learning models and algorithms become more prevalent, it’s even more crucial to identify how your company’s data is utilized within a platform, as well as potential points of leakage,” said Chris Foley, Director of Data Operations at MedSurvey, currently in the process of certifying to ISO 20252. “It’s encouraging to know that vetted experts are looking into algorithm-specific guidelines to help businesses understand how their information is used, stored and secured, as well as if it is worth the inherent risk of using that platform or service.”
Continuity
The WG will ensure the continued relevance of the requirements within the standard’s mandatory framework and six annexes, including Annex D (digital observation). Companies can leverage ISO 20252’s adaptability to protect their resources and product from unforeseen changes in the current climate.
ISO & CIRQ
Visit cirq.org or reach out to Juliana Wood, CIRQ managing director, at Juliana.wood@cirq.org or 202-370-6318.
The Certification Institute for Research Quality (CIRQ) is a subsidiary of the Insights Association, and was established in 2009 to provide audit and certification services to market research, insights and data analytics firms seeking certification to ISO 20252:2019 Market, opinion and social research, including insights and data analytics. CIRQ also offers audit and certification services for ISO 27001 Information technology – Security techniques – Information security management systems. A 501(c)(6) non-profit entity, CIRQ is managed with oversight from an independent Board of Directors. CIRQ is fully accredited by the American National Accreditation Board (ANAB) and undergoes annual assessments to ensure ongoing conformity and compliance to ISO requirements for certification bodies.
The International Organization for Standardization (ISO) is a worldwide federation of national standards bodies, recognized globally as the authority on quality management. ISO members are national standards organizations that collaborate in the development and promotion of international standards, including those for the insights and market research industry.
ISO & #QUALITYFORALL
Everyone! #QualityForAll was created by industry professionals for industry professionals, businesses and organizations.
By supporting #QualityForAll, Endorsers reinforce their commitment to increasing data quality across the market research and insights industry, amplifying their global reach and unifying influential organizations under a single goal. Want to get involved as an Endorser? Click here.
And we welcome every ISO 20252:2019 certified organization to become an Ambassador. Participating is an easy way for businesses to publicly promote their commitment to the standard and data quality across our industry—at no cost to you. To learn more, click here.
The ISO 27001 standard is for information security management systems, specifically. ISO 20252 is for best practices in data quality throughout the entire insights and market research project life cycle, and more applicable for the #QualityForAll mission. What’s more, it’s the easier of the two standards to achieve—even for smaller businesses—thereby decreasing barriers to compliance.
As more businesses become ISO 20252 certified, the divergence between those that have proven best practices, and those that have not, will widen. Clients’ expectations will increase, and by default, brands will be forced to follow suit. In 2024, we’ve already seen a real shift from a key brand having established certification requirements for the critical online quantitative sampling current and prospective vendors, and there are indications that this trend will grow into other methodologies. The fact is that shifting consumer perception of our industry won’t happen unless there’s a shift in the product we deliver. And we can’t shift the product we deliver if we don’t clearly and methodically identify what market research and insights providers need in order to increase their quality output.
Awareness that the global market research standard, also known as ISO 20252, exists and can help to alleviate some of the persistent concerns facing the industry. While it’s obvious that consumer trust in the data and service quality we provide is at an alarmingly low level, it’s not clear is how to reverse the trend. The first challenge is that our industry has no universal definition of quality. What’s more, there exists no clear path to establishing the parameters required to craft that definition. Factor in inconsistent demand from brands for high levels of service, and we’re in a perfect storm. One that threatens to undermine our entire profession. However, ISO 20252 can provide guidance and established best practices to help companies turn the tide.
