Global ISO Team Meets In Tokyo To Revise 26362 Market, Opinion, and Social Research Standard

May 4th, 2017 – Toronto, CAN: Over three days in April, research experts and standards experts representing many countries, standards industry bodies, and research associations participated in a Working Group meeting in Tokyo. Those contributing included VMÖ (Austria), MRS (UK), CMRA (China), JMRA (Japan), MOA (Netherlands), AMSRS (Australia), MRIA (Canada), ANEIMO (Spain), ARIA (the Americas), ESOMAR, and WAPOR. Our sincerest thanks are offered to Mr. Yuji NAKANO from the Ministry of Economy, Trade and Industry for his warm welcome, secretary general Mr. Kazunori WATANABE and JMRA for their thoughtful care of the committee, and Rakuten for hosting us in their beautiful, new building.

A Working Group of the ISO Technical Committee 225 (TC 225), which has responsibility for market, opinion, and social ISO research standards, met to discuss and consider ISO 20252: 2012: Market, opinion and social research – vocabulary and service requirements. Upon conclusion of the Working Group meetings, excellent progress had been made.

The aim of the revision is to improve navigability with clearly defined, separate areas to support the various sectors within the market, social, and opinion research industry. The ISO updating process will take at least one more year, and research service suppliers working towards certification to either ISO 20252 or ISO 26362 should continue their efforts. All the current requirements will be incorporated in the new combined standard, plus new additions that reflect the changes in research practices, including leading edge technologies, since the standards were finalised in 2012 and 2009. By ensuring that the existing obligations are being met, research service providers will be much better prepared to adapt their systems to the new requirements once the revised ISO 20252 standard has been finalized.

As before, this standard covers topics such as project management requirements, proposals and tenders, and project execution for various methodological components of research such as sampling, fieldwork, observation, self-completion, data management, and processing. Over the coming months, we will continue to revise and refine the standard after which time it will be put forward for commentary. This improved and updated standard will be formalized, translated, and made available to the global research industry likely in 2018. We will share precise dates as these become available from ISO.

The website you are visiting right now, https://mosrstandards.wordpress.com/, will continue to be used to keep stakeholders updated about the changes to the standards, and all news will be reported by social media. To keep up to date, follow the associated Twitter account, https://twitter.com/ISO20252.

Press Contact:

Don Ambrose
International Chair
ISO/TC 225 Market, opinion and social research

Annie Pettit
Chair
Canadian Advisory Committee to ISO/TC225

Coming in early 2017: ISO 19731 Digital analytics and web analyses

Over three days in October, research experts from around the world representing numerous countries and research associations gathered in Madrid at AENOR (Asociacion Espanola de Normalizacion y Certificacion), the Spanish Association for Standardisation and Certification.

Working groups of the ISO Technical Committee 225 (TC 225), which has responsibility for the market, opinion and social ISO research standards, met to discuss and consider two standards.

  • ISO /DIS 19731: Digital analytics and web analyses for purposes of market, opinion and social research — Vocabulary and service requirements
  • ISO 20252: 2012: Market, opinion and social research – vocabulary and service requirements

Upon conclusion of the Working Group meetings, we are very pleased to announce that ISO/DIS 19731, which focuses on digital analytics and web analyses in market, opinion and social research (MOSR), has been completed. This standard covers topics such as project management requirements, proposals and tenders, and project execution. This standard will be formalized, translated, and made available to the global research industry early in 2017. We will share precise dates as these become available from ISO.

team-workingAs with ISO 20252 and ISO 26362, this new standard will help both service providers and buyers at all stages of the process. Buyers who have less experience with digital analytics and web analyses can refer to this detailed framework in order to understand the various important aspects of these processes. They can now equip themselves with a comprehensive list of the important topics they should be aware of when buying and planning services involving digital analytics and web analyses including such things as confidentiality, subcontracting, complaints, data analysis, participant safeguards, reporting, data retention and ownership. In addition, service providers can use the standard to ensure that they are incorporating appropriate and comprehensive quality processes.

The second working group meeting tackled a revision of ISO 20252: 2012 with the aim of improving navigability with clearly defined, separate areas to support the various sectors within the market, social, and opinion research industry. The ISO updating process will take some time, and those research service suppliers working towards certification to either ISO 20252 or ISO 26362 should keep going.  All the current requirements will be in the new combined standard, plus new additions that reflect the changes in research practices, including leading edge technologies, since the standards were finalised in 2012 and 2009.  By ensuring that the current obligations are being met, research service providers will be much better prepared to adapt their systems to the new requirements once the revised ISO 20252 standard comes on stream, which will be 2018 at the very earliest.

The website you are visiting right now will continue to be used to keep stakeholders updated about the changes to the standards, and all news will be reported by social media. To keep up to date, follow the associated Twitter account, https://twitter.com/ISO20252.

Press Contact:

Don Ambrose, International Chair, ISO/TC 225 Market, opinion and social research

Annie Pettit, Chair, Canadian Advisory Committee to ISO/TC225

Global Standards United!

iso committee london

With fog enveloping London, representatives from around the world gathered at the Market Research Society (MRS) offices for a meeting of the ISO Technical Committee 225 (TC 225), which has responsibility for the market, opinion and social ISO research standards.

Two days of discussions focused on the suite of research standards and how the ISO standards can best serve the research market.

The global research community has been a strong supporter of ISO service standards, and the research standards have gained traction in an increasing number of markets around the world, reflecting clients’ needs for consistent research quality across all markets.  Currently there are two ISO research standards:

  • ISO 20252: 2012: Market, opinion and social research – vocabulary and service requirements
  • ISO 26362: 2009: Access panels in market, opinion and social research – vocabulary and service requirements

In addition, a new draft standard, ISO/DIS 19731, in development focuses on digital analytics and web analyses in market, opinion and social research (MOSR).

The creation of the specialist standards for access panels, and more recently digital analytics, has been helpful in developing specific process requirements for newer and/or more specialist research areas.  However, as these research techniques move into the mainstream (as with access panels) and are used in conjunction with established research techniques, the need to ensure that the umbrella standard – ISO 20252: 2012 – comprehensively covers these requirements becomes more pressing.  It was against this backdrop that TC 255 discussed its future plans for the research standards.

Brilliant sunshine replaced the London fog, and representatives from Asia, Europe and the Americas started to get a clearer picture of what was needed. After two days of careful discussions, a consensus had been reached.  The decisions included:

A revision of ISO 20252: 2012 will be initiated with the aim of updating its content, including integrating and updating the content of ISO 26362: 2009.

  • The combined document will be one standard document – ISO 20252 – and the structure would be revised to improve navigability with clearly defined, separate areas, to support adherence to the relevant areas.
  • In the longer term, ISO/DIS 19731 may be included within ISO 20252, depending upon the extent to which digital analytics/web analyses becomes a part of mainstream MOSR. For the foreseeable future, however, this standard will remain separate to enable research suppliers to allow users and providers to become familiar with its content and, where applicable, integrate the service requirements into their processes.

The ISO process for updating will take some time, and those research service suppliers working towards certification to either ISO 20252 or ISO 26362 should keep going!  All the current requirements will be in the new combined standard, plus new additions that reflect the changes in research practices since the standards were finalised in 2012 and 2009.  By ensuring that the current obligations are being met, research service providers will be much better prepared to adapt their systems to the new requirements once the revised ISO 20252 standard comes on stream, which will be 2018 at the very earliest.

The new website which you are visiting right now, https://mosrstandards.wordpress.com/,  will be used to keep stakeholders updated about the changes to the standards, and all news will be reported by social media. To keep up to date, start following us on Twitter, https://twitter.com/ISO20252.

 

Debrah Harding
UK Head of Delegation for TC 225 &
Managing Director, MRS

Non-Probability Sampling and Online Panel: They’re all grown up now

In the seven years since the creation of the quality standard ISO 26362, the use of online panels for market, opinion and social research has experienced massive growth and evolution. The standard was extremely useful in helping both clients and vendors explain and understand the technical aspects of what is now a ‘traditional’ online panel. And while online panels are now default sample sources for many researchers, new options that must also be considered have been developed since then.

In the online world, we have seen the introduction of panels that use not ‘traditional’ email invitations but rather options such as pop-up intercepts, or requiring people to visit a specific website and select from available research opportunities, or offering opportunities from pre-roll webpages. We now have to consider whether automated inventory and survey routing is appropriate for our needs. And of course, we now have the option to engage panel and sample brokers who will find sample providers for us.

The great success of online sample led to the decline of offline sample in rich areas of the world. But don’t let that fool you. There still exist large communities of people around the world where access to online services, or financial resources, means that advanced online surveys are simply not feasible. Offline panels are still very necessary and important in many communities and for many types of research.

And, what may seem surprising to some is that, now, in both offline and online environments, we must consider whether the sample or panel has probability or nonprobability characteristics.

In the time that our sector has greatly advanced researchers’ capabilities, people have also advanced in their responses to surveys.  For some, answering surveys is now a normal activity for people, many of whom participate in one or more panels, in addition to innumerable surveys from ad hoc outreach programs and end-client research studies. Participants are more familiar than ever with techniques for increasing their chances of qualifying for incentives as well as techniques for completing surveys as quickly as possible, sometimes with less than good intentions and sometimes as a reaction to poor quality research tools and services.

It is clear that we have reached a new stage with samples where both offline and online sample have been accepted as valid and reliable techniques, each with a host of new intricate technical requirements.

On March 11 and 12, representatives from around the world, including Canada, UK, USA, The Netherlands, Australia, Japan, Austria, and more, will gather in London, England. There, we will discuss and debate the advancements our industry has made and how we can incorporate those advancements into the ISO standards. Our goal will be to update the online panel standard to better reflect the current and future state of sampling for market, opinion and social research. Also high on the agenda will be the new draft ISO standard for digital analytics and web analyses, which aims to develop the service requirements for digital research services.  These leaders will also bring to light the global differences in research requirements and practice, to help solidify the wider issue of how the ISO research standards can best serve the research sector well into the future.

Press Contact:

Don Ambrose
International Chair
ISO/TC 225 Market, opinion and social research

Debrah Harding
Chair
UK Advisory Committee to ISO/TC225

Global ISO Team Meets In Toronto To Finalize 19731 Digital Analytics Standard

From October 7th to 9th 2015, ISO representatives from up to 18 countries will meet in Toronto to propose a draft of the ISO 19731 quality standard for Digital Analytics and Web Analyses in Market, Opinion and Social Research. This marks the second time that the global team meets in Toronto, the first being in 2010.

The three-day meeting is supported by MRIA, ESOMAR, Environics Research, Research Now and TNS.

These standards focus on procedures and practices for newer digital areas within marketing research, such as web tracking, social media listening, metered panels, tag-based measurement and other similar methodologies. The team has been working on this specific set of standards since 2014 in order to reflect the evolving nature of marketing research beyond traditional qualitative and quantitative research.

The meeting will also include a discussion of the existing standards, including ISO 20252 and ISO 26362, in order to identify areas that may need updates, expansions or connections.

Currently chaired by Annie Pettit (Peanut Labs, a Research Now company), the Canadian Advisory Committee working to review, provide comment on, and help draft these standards include Don Ambrose (Consumer Contact), Christian Bourque (Leger), John Crockett (Environics Research) and Cam Davis (Social Data Research), with Mark Wood (TNS) serving as the MRIA liaison.

While the codes developed by ESOMAR, MRIA and individual country marketing research associations deal primarily with ethical and legal issues, ISO quality standards focus directly on the procedures and processes needed to ensure an acceptable level of quality in the resulting research findings.

“It’s a great pleasure to reach this step,” said Don Ambrose, newly-elected International Chair of TC 225. “In order to ensure our industry remains up-to-date with the evolving state of research methodologies, we must focus not only on the ethical standards appropriate to new digital methodologies, but also define the processes and practices that will lead to higher quality outcomes, consistently around the world. These new standards will help both clients and vendors achieve a level of transparency and understanding in order to properly assess and implement our evolving techniques.”

 

About ISO

ISO (International Organization for Standardization) is an independent, non-governmental membership organization and the world’s largest developer of voluntary international quality standards. ISO/TC 225 is scoped with the standardization of requirements for organizations and professionals conducting market, opinion and social research around the world. ISO 20252:2012 is the standard for market, opinion and social research. ISO 26362:2009 is the standard for access panels in market, opinion and social research.

About MRIA

The Marketing Research and Intelligence Association (MRIA) is a Canadian not-for-profit association representing all aspects of the market intelligence and survey research industry, including social research, competitive intelligence, data mining, insight and knowledge management. Members include over 1,400 practitioners, small to large research houses, and the many buyers of research services, such as financial institutions, major retailers, insurance companies and manufacturers. The industry accounts for almost three quarters of a billion dollars in market research activities annually.

Press Contact:

Don Ambrose
International Chair
ISO/TC 225 Market, opinion and social research

Annie Pettit
Chair
Canadian Advisory Committee to ISO/TC225