Delegates from marketing research standards organizations from around the world, including representatives from the Insights Association, met in Edinburgh, UK, September 12-13 to develop initiatives to support the recently published International Standards Organization (ISO) 20252:2019.

The technical committee (TC225) participants at this most recent meeting included delegates from Australia, Austria, Canada, Japan, Mexico, Netherlands, UK & US, and liaison organizations ESOMAR, EFAMRO, WAPOR and the Americas Research Industry Alliance (ARIA) – through which the U.S. was represented by the Insights Association and Juliana Wood, Managing Director / Director of Certifications, CIRQ (the Certification Institute for Research Quality).

News and updates reported from the meeting include:

  • Confirmation that any organization looking to certify to ISO 20252 or undergo a recertification will automatically audit against the requirements of the revised standard.
  • According to results of an implementation survey conducted among organizations that certify to ISO 20252, the next two years will see a large number of recertifications globally as market research and data analytics organizations update their research process management systems to align to the updated requirements.
  • Work continues in efforts to provide some national standards bodies with the revised standard translated to the predominant language of their country. It is anticipated this will be resolved by the end of 2019.
  • Marketing and communications plans were discussed and developed with the goal of increasing awareness and certifications to the revised global standard.

For more information about the ISO 20252 Standard and certifying to it, please contact Juliana Wood