Quality: It’s what’s for breakfast – ISO 20252, 26362 #CASRO #MRX


Live blogging from the CASRO Digital conference in San Antonio, Texas. Any errors or bad jokes are my own.CasroDigital

Quality: It’s What’s for Breakfast”

Kristine Francois, Director, Quality Planning, Market Strategies International; Cathy Kneidl, Training & Audit Advisor, CASRO Institute for Research Quality (CIRQ); Alexander Shashkin, Chief Executive Officer, Online Market Intelligence (OMI)

  • Quality is the cost of entry for market research
  • ISO is a quality management tool
  • 20252 began in 2006, revised in 2012
  • 26362 added in 2009
  • Require annual 3rd party audits to maintain certification, both recognized around the globe as quality control standards
  • Require overall quality system, about 70% overlap between the two standards
  • 20252 required by many associations as a criteria for membership
  • Panel: Standards relate to recruitment, panel structure and size, management, panel usage, client reporting, rules of conduct
  • ISO creates standards of process beyong standards of practice and ethics offered by the industry associations themselves
  • Very simply, ISO requires that you say what you do, close any ISO gaps, do what you say, consistently demonstrate you do what you say
  • To begin certification – get the standards and appoint a quality manager or team which is a requirement, document your research process and outline a plan to close any gaps
  • Allow system to run for about 3 months, internally audit and ensure compliance and traceability
  • Complete self-assessment and then submit to CIRQ
  • Two companies now speak about their reasons for becoming ISO
  • Gave them a clear frame work for what they already wanted to build, already had the mindset to do it. Gave them a competitive edge. Clients wanted them to speak at their companies about quality, not necessarily a job.
  • The templates are a great way to get your thought process in order, the workshop was several days and it helped them get ahead, get done more quickly, makes it actually seem possible. You can do it without the workshop but it will take a lot longer.
  • The CEO and COO were drivers and believed in it which ensured success. Quality is everyone’s responsibility.
  • Use translators in countries where English is not the language of business.  May take more time but it still works well.
  • The CIRQ auditors understand the research processes which makes things go faster. Re-certification time is cut in half, just 2.5 or 3 days to do. They only highlight different areas on the re-certification.
  • Challenge was improving things as much as they felt was needed, and then wanting to improve them every year. Minimum requirement never seemed enough but the timing never seemed right to make things better, but they had to do it anyways.
  • In the beginning, felt like people were doing it because they had to. Now it feels like top of mind and important to everyone. They’ve always been quality focused but now it seems much more important.
  • It’s easier to show quality to their clients now.
  • It’s hard to measure quality when there are a lot of other changes happening in a business.
  •  Clients trust the rigor that comes from ISO certification
  • It’s a good onboarding, training tool
  • ISO can be difficult for clients because the vendor will ask for certain things, sign-offs, approvals, by email and clients may not feel like doing it
  • ISO doesn’t inhibit innovation and creativity, ISO is table steaks. It’s how you implement things consistently. It’s documentation.
  • Has seen no requirements that are bad for business, help you improve your organization.

Other Posts

%d bloggers like this: