Quality standards

Section 1 sets out the scope and section 2 cover the ‘normative references’ (there are none for this standard).

Section 3 sets out a comprehensive set of relevant terms and definitions.

Section 4 sets out the research business core framework requirements for service providers.

The ‘Normative Annexes’ A to G, provide the specific framework for various globally recognized research methodologies. The service provider can align their practices to the requirements as stated within each annex in order to attest conformity to the particular research methodology or functions.

The methodologies covered by the Annexes are:

• Annex A: Sampling
• Annex B: fieldwork
• Annex C: Physical Observation
• Annex D: Digital and Online Observation
• Annex E: Self-completion
• Annex F: Data management and processing
• Annex G: Panel development and life cycle management

MRS has produced a Guide for Research Suppliers to prepare for ISO 20252: 2019 Certification – 23 Steps to Certification which is free to MRS Company Partners.

MRS Members and MRS Company Partners must adhere to the MRS Code of Conduct and associated regulations and guidelines. Although the ISO 20252: 2019 standard is not mandatory for MRS Members and Company Partners, MRS supports the standard, and this guidance has been created to enable research suppliers to meet the requirements of the revised 2019 standard and to assist non-certified companies to achieve ISO 20252: 2019 certification. The Guide can be accessed here.

Non-Members can order a copy of the guide – priced £299 + VAT via samantha.driscoll@mrs.org.uk

The British Standards Institution (BSI) is the UK’s National Standards Body.  It represents UK economic and social interests across all European and international standards organisations.  Standards are developed by dedicated panels of experts within BSI technical committees.  The relevant BSI technical committee for the ISO 20252 standard is SVS/3.

Separately there is the MRS Market Research Quality Standards Advisory Board (MRQSA Board) which brings together a number of trade and professional bodies, under the umbrella of MRS.  The membership of MRQSAB and SVS/3 is the same and it is this group which represents the UK in the development of the ISO 20252 standard.

Within BSI, SVS/3 as with all BSI technical committees, comes under the direction of the BSI Standards Policy and Strategy Committee, which is responsible for the development and maintenance of standards.

IQCS is an independently run scheme managed by a Council of Management representing both market research industry bodies and elected member companies.

The IQCS standards covers the recruitment, training and appraisal of fieldwork staff, and the implementation of various administrative and validation procedures the maintain the quality and accuracy of fieldwork data collected. 

Yes, organisations can elect to be certified to both standards. Companies which are ISO20252 registered can apply for IQCS Membership.

UKAS is the UK’s National Accreditation Body.   It is the only body recognised by the UK Government to access the competence of organisations that undertake certification, testing, inspection and calibration services.

The MRS Market Research Quality Standards Advisory (MRQSA) Board and IQCS only accept certification bodies that have been recognised by UKAS.

ISO reviews standards and issue updates, and write new standards where there is a need. UKAS assesses the competence of the organisations which certified organisations adherence to ISO and other related standards.

Yes. For ISO 20252 it is a requirement for organisations to use UKAS accredited certification companies. For ISO 20252 there are currently two certification bodies approved by UKAS: MQA and SGS.

The list of ISO 20252 certified organisations is compiled annually, and the list is available via this page: https://www.mrs.org.uk/about/mrqsab

The list of IQCS companies is available via the IQCS website – see here.

ISO 20252:2019 covers the entire market, opinion and social research process including insights and data analytics.  ISO 19731:2017 covers a sub-set, specifically digital analytics and web analyses used for the purposes of market, opinion and social research. All of the mandatory requirements of ISO 19731:2017 are covered in the Annexes of ISO 20252:2019, specifically Annex A and D.

The main differences between the 2019 and 2026 standards are:

• The standard has been updated to reflect the increasing use of automated techniques, and artificial intelligence (AI) and related technologies with requirements amended, where appropriate, for the use of such techniques.
• The inclusion of AI and related technologies has led to significant changes changed the requirements for some of the core requirements and annexes, including those relating to (e.g. translation, coding and, analysis.).
• Clause 4 has been reviewed, with the terminology and requirements aligned, where appropriate, with other International Standards, such as (e.g. ISO/IEC 27001).
• The terms and definitions included in Clause 3 have been updated.
• Annex A has been split into two annexes: sampling requirements remain in Annex A, while panel management requirements have moved into a new Annex G.
• Annex A has been modified to strengthen data quality requirements, some of which are also in Annex E and Annex G.
• Technical content has been updated to reflect new or modified research practices, with new content added across all of the annexes.

A three-year transition period from the 2019 to the 2026 standard has been agreed.  Therefore Certification to ISO 20252:2026 is mandatory from September 2029

It is a requirement of ISO 20252:2026, as it was for the 2019 standard, that service providers create a Statement of Applicability (SoA).  The SoA describes the complete scope of services that are attested as to meeting the requirements of the ISO 20252 standard.  The SoA identifies which Annexes are included within the scope of services being attested.  This will include all subcontracted services.

Yes. ISO 20252 requires primary records to be retained for 12 months or for a period agreed with clients.  Project research records that are required for project traceability and replicable must be retained for 24 months or for a period agreed with clients.

IQCS has 3 tiers of membership:

Tier 1/ Fully Inspected Members

These are companies who have their fieldwork annually assessed and accredited by our independent inspectors.

Tier 2/ Member Only

These are Member only companies who are ISO 20252 registered and so have fieldwork assessed against the ISO20252 fieldwork standards which are aligned to the IQCS – but are not inspected by the IQCS.

Tier 3/ User Members

These are UK based research agencies or consultancies who do not have their own in-house data-collection but commit to using providers who are IQCS accredited or ISO20252 registered.

This is an annual inspection.

The IQCS only inspects Data collection that has an interviewer involvement including recruitment.

IQCS inspects all the methodologies a company undertakes.