Sample Solutions gets re-certified for ISO 20252:2019

In the fast-paced world of market research, obtaining accurate and reliable data is crucial for businesses to make informed decisions. One way to ensure the quality and integrity of market research sampling is through an ISO 20252 certification. This international standard provides a framework for conducting market research that adheres to best practices, ultimately enhancing the reliability and credibility of the data collected. In this article, we will explore the key reasons why ISO 20252 certification is essential for sample providers in market research.


At Sample Solutions we are proud to have been re-certified for the 6th time in a row. This showcases the commitment of our staff members for continuous quality improvements, transparency regarding research, and lastly an accurate documentation & execution of our processes.

For this year, our spin-off Lifepanel was part of the audit and we are proud that Lifepanel has become ISO 20252 certified as one of the first probability-panels in Europe.

What aspects does the ISO 20252 standard cover?

The standard covers all of the core areas of the research and data collection process including:

  • -Client quoting
  • -Online and CATI data collection
  • -Scripting and data processing
  • -Survey management, sampling and QC processes
  • -Advanced analytics
  • -Qual and quant research
  • -Coding
  • -Panel management
  • -IT, HR and data security

Of course not all items are relevant for any business. Looking at Sample Solutions, the items related to client quoting, cata data collection, sampling and QC processes, analytics, quantitative research, panel management and lastly IT, HR and data security are relevant.

Why you should get certified for ISO 20252?

Looking at Sample Solutions, creating the processes for ISO 20252 has helped us to document and follow processes, clearly figure out where processes go wrong (and they do occasionally…), document flaws, deal with customer complaints and suggestions, work on a continuous improvement of our products and service and also articulate goals for quality improvements from year to year. 

  1. Ensuring Methodological Rigor: ISO 20252 certification sets forth a standardized approach to conducting market research. It outlines the necessary steps and methodologies required to collect, analyze, and report data accurately. By adhering to these guidelines, market research companies can ensure their probability panels follow a consistent and rigorous methodology, minimizing errors and bias in the data collection process. The same goes for the same process of sampling. 
  2. Enhancing Data Quality: With ISO 20252 certification, market research probability panels are held to a higher standard when it comes to data quality. The certification requires organizations to establish robust quality control measures, including regular audits and checks to validate the accuracy and reliability of the data collected. This ensures that the information gathered from probability panels is trustworthy and can be used with confidence by businesses for decision-making purposes.
  3. Protecting Participant Privacy: ISO 20252 certification emphasizes the importance of protecting participant privacy during market research studies. It requires organizations to obtain informed consent from participants and implement measures to safeguard their personal information. By complying with these privacy standards, market research companies build trust with participants, encouraging greater participation rates and ensuring the ethical treatment of individuals involved in the studies.
  4. Facilitating International Collaboration: ISO 20252 certification is an internationally recognized standard, enabling market research companies to collaborate seamlessly across borders. With this certification, organizations can demonstrate their commitment to following global best practices, making it easier to establish partnerships and exchange data with other certified market research firms. This facilitates the sharing of knowledge and expertise, ultimately benefiting the industry as a whole.
  5. Boosting Client Confidence: ISO 20252 certification serves as a mark of credibility for market research probability panels. When businesses work with certified organizations, they can have confidence in the reliability and accuracy of the data they receive. This certification demonstrates that the market research company has implemented robust processes and quality control measures, ensuring that the insights provided are based on sound methodology and rigorous data collection practices.

ISO 20252:2019 certification for Sample Solutions

More specifically, ISO 20252:2019 establishes globally recognized terms, definitions, and service requirements for project management in market research organizations. Processes outlined in ISO 20252:2019 are designed to produce transparent, consistent, well-documented and error-free methods of conducting and managing market research projects. The implementation of a management system based on ISO 20252:2019 enables organizations to regulate the challenges of carrying out cross-border, multi-country research studies with greater quality assurance.

Sample Solutions` decision to become ISO 202525 certified is a proactive one that not only anticipates the demands of our customers, but also demonstrates our commitment to providing quality products and services.

Our decision to work towards ISO 20252:2012 accreditation demonstrates the commitment to providing a high-quality and consistent products and services to our clients and our ongoing investment in technology, development and personnel improvement.

To become ISO 20252:2012 compliant, Sample Solutions underwent an evaluation process that included quality management system development, a management system documentation review, audit and initial assessment which was very successful as no non-conformance was identified.

Managing Director Carsten Broich comments:

The ISO re-certification showcases the team efforts in our development, data, sales and HR team to continuous improvements. Our company culture has changed during the last year in a way where we talk more openly about improvements, about mistakes that happened, that we learn from them and ensure that they do not repeat. A big thank you to all my colleagues that were either directly involved as part of the certification but also to those that showcase the high quality deliveries from day to day.

In the past, present and future we will strive to meet customers high expectations and will stay focused on our long-term goals for continuous improvement of quality and service. This certification further strengthens our commitment to our customers and our company quality policy.

With this certification, our clients can be confident that Sample Solutions is dedicated to maintaining the highest efficiency and responsiveness in achieving our ultimate goal – guaranteed client satisfaction.

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