Public Policy Update - January 2007
Stepping up initiatives to deal with spam and data privacy
9. Implementing ISO 20252 is a key objective for EFAMRO
By Lex Olivier, EFAMRO Director General
The recent acceptance of the global ISO 20252 norm for market research is not only the end of a carefully managed process of consensus-seeking professionals, it is also the beginning of a tremendous worldwide implementation effort. EFAMRO sees it as a key challenge to achieve a smooth acceptance of the new ISO norm for market research focusing on four target groups. The global standards specify the processes in conducting research projects from proposal, through sampling, fieldwork and data analysis to the final report. External accreditation agencies check independently that the specified procedures are followed by the company.
Clients
EFAMRO realises that many clients are not aware of the ISO 20252 standards or might think that relying on the reputation of their preferred suppliers and their evaluation of past projects is sufficient. EFAMRO will support initiatives which create awareness amongst research clients and aims to build on ESOMAR’s role as facilitator to reach out to the end users of research.
Sub-contractors
Some research agencies have a strong focus on just fieldwork and whilst they often have strong local roots, many aim to spread their wings internationally. For these agencies the new ISO could replace lengthy negotiations about service level agreements.
Research agencies
Leading global agency chains could adapt ISO 20252 and make it mandatory for all of their wholly or partly owned local companies. This would offer them an excellent opportunity to create a much more seamless international organisation. Although many chains do have quality systems in place and might ask themselves why they should change, they would also see that adapting and upgrading to the ISO 20252 level is relatively easy. Research agencies that achieve an ISO 20252 certificate will have uniform and recognised quality standards, no matter in which market they operate. ISO 20252 is not only a quality assurance tool for them but also a component in their marketing mix.
Very often these agencies are not a member of the industry association. EFAMRO will set up a buying point for those who want to buy copies of the standards and will also develop documents to assist those companies that want help in implementing ISO 20252.
Industry bodies
Many industry bodies, especially in the top 15 markets, already have mandatory quality standards but they often lack a consistent certification system. We expect that they will embrace ISO 20252 as a tool to set quality standards in their country, to separate the wheat from the chaff and increase transparency and fair competition.
EFAMRO will speed up the implementation process by sharing best practices between members, by developing implementation tools and by suggesting certification procedures.
More information
EFAMRO.com
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