ISO Insight Standard Updated

A new version of the ISO 20252 standard for market, opinion and social research has been announced by its authors, the ISO/TC 225 Market, Opinion and Social Research committee. More than 400 research agencies are third-party certified to the existing standard, worldwide.

The update, ISO 20252:2026 Market, opinion and social research, including insights and data analytics - Vocabulary and service requirements - reflects the rapid evolution of research practices in response to AI, automation, and shifting consumer behaviours, and is intended to reinforce trust and transparency both for both buyers of research services and the general public. The previous version of the standard was established in 2019.

Key updates centre on the inclusion of AI and automation policies and monitoring requirements across all research practices; strengthened data quality requirements in sampling and panel management; updated terminology and alignment with other ISO standards; and technical updates to reflect best practices in managing respondent privacy, data protection and security.

The MRS' Debrah Harding, who is Chair of TC 225, comments: '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.'

More information is available via the TC 225 LinkedIn group at www.linkedin.com/company/iso20252 or the ISO at www.iso.org/standard/88881.html .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.