What Is ISO 20252? The Global Quality Standard for Market, Opinion & Social Research

ISO 20252:2019 is the international standard that defines the vocabulary, service requirements, and quality framework for organisations conducting market, opinion and social research, including insights and data analytics. It ensures that research is conducted consistently, professionally, and ethically across global, national, and regional markets. 

Whether you conduct research internally or collaborate with external partners, ISO 20252 certification demonstrates your organisation’s commitment to excellence, ethical research practices, and reliable insights clients can act on with confidence.

Why ISO 20252 Exists

Developed by ISO Technical Committee ISO/TC 225, ISO 20252 aims to harmonise research practices worldwide. As research methodologies have evolved, especially with the rise of online sampling, digital analytics, and passive data collection, the 2019 revision integrates updated practices and replaces previous standards such as ISO 26362 (access panels), consolidating them into a single, comprehensive framework. 

ISO 20252 helps organisations:

• Harmonise global research practices across teams and projects
• Encourage continual improvement and operational efficiency
• Align suppliers with ethical, legal, and data protection requirements
• Increase client and participant confidence in research outputs

What ISO 20252 Covers

ISO 20252 is structured around a mandatory core clause (Clause 4) and six normative annexes (A–F) that cover principal research methodologies. Every certified organisation must comply with Clause 4 and at least one annex reflecting the methodologies they deliver.

Clause 4 – Mandatory Core Requirements

Clause 4 establishes the framework for:

• Management responsibility & governance
• Confidentiality and data handling
• Documentation and records management
• Personnel responsibilities & performance management
• Information security controls
• Subcontractor management
• Client relationship management
• Project planning, delivery & reporting
• Internal audits & continual improvement

Benefit: Ensures organisations operate efficiently, reduce errors, and deliver consistent, high-quality research.

The Annexes (A – F)

Each annex specifies requirements for different methodologies. Organisations include these in their Statement of Applicability (SoA) to declare the scope of their certification.

• Annex A – Sampling including Access Panels: Defines how samples are created, validated, and managed
• Annex B – Fieldwork: Standards for interviewer-administered data collection
• Annex C – Physical Observation: Requirements for observation-based research like shopper or traffic studies
• Annex D – Digital Observation: Covers passive data collection and digital analytics methods
• Annex E – Self-Completion: Standards for self-administered surveys and instruments
• Annex F – Data Management & Processing: Ensures data accuracy, validation, coding, transfer, and security

Who ISO 20252 Applies To

ISO 20252 is relevant for any organisation conducting research projects or parts of projects using statistical or social science methods, including:

• Market research agencies
• Social or opinion research firms
• Data analytics and digital insight providers
• Academic research institutions
• Government or official statistics bodies
• In‑house corporate insight teams

Whether activities are outsourced or performed internally, the certified organisation is responsible for meeting all requirements relevant to the scope defined in their SoA.

Why ISO 20252 Matters: Key Benefits for Your Organisation

Adopting ISO 20252 provides measurable benefits:

• Deliver consistent, high-quality research: Standardised processes across every stage, from sampling to reporting
• Improve transparency and accountability: Clear roles, responsibilities, and documentation
• Increase client and participant trust: Stronger confidentiality, ethical research, and information security
• Align with data protection laws: Fully supports GDPR and national regulations
• Strengthen research supply-chain integrity: Better subcontractor oversight and verifiable processes

Tip: Highlight these benefits when pitching to clients or preparing for procurement reviews, ISO 20252 certification is a powerful differentiator.

In Summary: ISO 20252 in One Sentence

ISO 20252 is the international benchmark for delivering high‑quality, ethical, secure, and consistent market, opinion, and social research across all major methodologies.