ISO 20252: An essential tool for market research

From helping development companies promote products and services to analyzing consumer behavior, market research contributes to many aspects of modern life, the updated ISO 20252 will ensure Effective for market research and analysis.

Market research helps reduce risks and improve the quality of information delivery, fostering understanding for businesses and consumers. Besides, market research allows users to evaluate other alternatives more effectively and make more informed decisions.

Market research is the solution of choice for many professionals as they plan to embark on new commercial activities. It allows them to save time, clarify the market they want to conquer and help them tailor their strategy. Therefore, when research companies communicate results that are not based on rigorous principles, not only do they not reduce risks, they may inadvertently increase their risk.

International standard ISO 20252: 2019, Market research, social research and opinion, including knowledge and data analysis – Requirements and services, setting of guidelines and requirements for implementation market research and special planning to conduct monitoring and communication of results to clients who have commissioned them. This new version will promote consistency and transparency in conducting research and achieve optimal efficiency.

This standard is studied worldwide, which provides a framework for ensuring timely delivery of quality services; Improve operational management and master the research implementation processes; Limit errors and work to improve further; Improve user reputation and provide competitive advantage.

Don Ambrose, Chairman of the ISO technical committee responsible for reviewing the standard, said that ISO 20252 is an essential tool for market research. Around the world, governments, research institutes, businesses, consumer associations, universities, marketing and advertising agencies, etc. can take advantage of the improvements that the standard brings about compatibility. , traceability and continuous improvement worldwide. This standard will also allow customers to get consistent, equivalent and homogeneous feedback across the globe, thereby having better criteria for selecting service providers.

The ISO 20252: 2019 standard covers all stages of the study from the first contact between the customer and the service provider to methods of presenting results to customers. This third edition has been updated to reflect new practices in the field of research.

Productivity and Quality Office