Fast-moving consumer goods (FMCG) companies rely on accurate insights to understand consumer behaviour, refine product strategies, and maintain a competitive edge.
To ensure the quality of those insights, many FMCG companies are requiring their market research suppliers comply with ISO 20252 – the international standard for market, opinion, and social research.
This decision reflects a broader trend towards greater accountability, data integrity, and quality assurance. For market research suppliers, achieving ISO 20252 certification is not just about meeting client expectations—it’s about positioning themselves as trusted partners in a fast-evolving industry.
The Importance of ISO 20252 in the FMCG Sector
ISO 20252 sets out globally recognised standards for market research processes. It provides a structured framework covering everything from project management to data collection and reporting but also includes six Annexes covering specific disciplines within market research including Sampling& Access Panels, Fieldwork, Self-Completion, Physical Observation, Digital Observation and Data Management.
This ensures that market research organisations deliver consistent, reliable, and ethical results.
FMCG companies increasingly require ISO 20252 certification from their suppliers for several key reasons:
Consistency Across Projects
ISO 20252 ensures that market research suppliers follow robust, standardised processes. For FMCG companies, this translates to consistent and comparable data across different projects, countries, and demographics.
Improved Data Accuracy
The standard requires organisations to adopt strict quality control measures, reducing the risk of errors in data collection and analysis. FMCG companies can rely on the results to make critical business decisions.
Compliance with Ethical Standards
ISO 20252 incorporates ethical guidelines, ensuring that research activities respect data privacy, informed consent, and other key principles. This is crucial for FMCG brands that value corporate responsibility and compliance with global regulations. There are particular requirements for working with children and vulnerable people.
Transparency and Trust
Certification from an impartial certification body demonstrates that a market research supplier is committed to transparency and accountability. It builds trust between suppliers and FMCG clients, fostering long-term partnerships.
Competitive Advantage
FMCG companies operate in a fast-paced environment where quick, informed decisions are vital. By working with ISO 20252-certified suppliers, they gain a competitive edge by accessing reliable, high-quality research insights.
Benefits for Market Research Suppliers
While certification is often driven by client demand, it brings significant benefits to market research suppliers, including:
- Enhanced Credibility: Certification signals a commitment to quality, making your organisation more attractive to FMCG clients.
- Operational Efficiency: The standard encourages process optimisation, which can reduce costs and improve delivery times.
- Client Retention: FMCG companies are more likely to build long-term relationships with certified suppliers.
How Assent Risk Management Can Help
At Assent Risk Management, we have a proven track record of helping market research firms implement and maintain ISO 20252 certification. Our experienced consultants understand the unique challenges faced by the market research industry and provide tailored solutions to ensure a smooth certification journey.
Our services include:
Implementation Support: We guide your organisation through every step of implementing ISO 20252, from gap analysis and process design to documentation and staff training.
Certification Preparation: We work closely with your team to prepare for certification audits, ensuring you meet all the requirements of the standard.
Ongoing Maintenance: Achieving certification is just the beginning. We offer internal audit services, compliance reviews, and continuous improvement support to help you maintain your ISO 20252 certification and adapt to evolving industry demands.
By partnering with Assent Risk Management, market research suppliers can not only meet the expectations of FMCG clients but also improve their internal operations and build a stronger reputation in the industry.
As FMCG companies continue to prioritise high-quality market research, ISO 20252 certification has become a critical requirement for suppliers. For market research organisations, achieving and maintaining this certification is an investment in credibility, efficiency, and long-term success.
At Assent Risk Management, we are committed to helping market research firms navigate the complexities of ISO 20252 implementation and certification. With our expert guidance, you can confidently meet the needs of your FMCG clients and stand out in a competitive marketplace.
Contact us today to learn more about how we can support your ISO 20252 journey.
