New standard for the market research industry

"Common standards are essential to the continuing success of any industry and market research is no exception. SANS 20252 will enable clients and providers to work with one consistent standard, instead of a mass of slightly different national ones. When one considers how global the market research business has become, this is a huge step forward," comments Maurice Britten, chairman of the SABS technical committee responsible for adopting the standard.

"SANS 20252:2006, market, opinion and social research - vocabulary and service requirements" applies the principles of ISO's quality management standards (specifically ISO 9000:2000, quality management systems - fundamentals and vocabulary) to market, opinion and social research and harmonises at the international level the requirements of the various national standards and industry codes that already exist for the sector.

The intention was to develop an international standard that sets out guidance and requirements relating to the way in which market research studies are planned, carried out, supervised and reported to clients commissioning such projects. Therefore, the standard covers all the stages of a research study, from the initial contact between the client and service provider to the presentations of results to the client.

ISO/TC 225 secretary Irene Rodríguez Gayo says, "ISO 20252 will perform a vital role by helping the market research industry build a reputation for global compatibility, traceability and continual improvement. And undoubtedly, it can heighten awareness of the value of professional market research activities in helping organisations make well informed decisions."

SANS 20252 is the national adoption of the international standard ISO 20252 and therefore identical to it except for the title page.

To purchase the standard, contact Standards Sales at the SABS on tel +27 (0)12 428 6883, fax +27 (0)12 428 6928, or email . For additional information on the standard, contact Maurice Britten on cell +27 (0)83 381 5150 or email .