The International Organization for Standardization recently published a new international standard for the market research industry. Market research is now a global industry and the cross-border trade will be standardized by the implementation of ISO 20252, which encourages consistency and transparency in the way surveys are performed, lending confidence to their results. ISO 20252 applies many of the same principles of ISO 9001, harmonizing the market research industry’s use of opinion and social research with the requirements of ISO 9001’s strict process quality requirements.

“ISO 20252 will perform a vital role by helping the market research industry build a reputation for global compatibility, traceability and continual improvement,” says Irene Rodríguez Gayo, secretary of the committee that developed the standard. “And, undoubtedly, it can heighten awareness of the value of professional market research activities in helping organizations make well-informed decisions.”

Representatives from countries all over the world participated in the development of ISO 20252. For more information, visit www.iso.org.

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