Being a member of ADIA means having support in critical areas that directly affect and safeguard your organisation's operations in Australia. ADIA's involvement in the development of an updated global ISO 20252 Standard ensures that our members are well-informed and equipped to implement best-practice protocols for their businesses and clients.

The ISO 20252:2019 Market, Opinion and Social Research Standard provides certification to the industry standard (inclusive of Annexes A to F) for market research methodologies.

A revision of the ISO 20252:2019 Standard has been underway since 2024 by the International Organisation for Standardisation (ISO) Committee. Included in this latest review is the need to address AI and synthetic data. Australia's interests are represented on this global committee by Norine Cruse, ADIA's Quality Consultant, and Elissa Molloy, Director of ISO Audit Solutions and a Preferred ADIA Supplier. 

The committee's objective is to maintain a single, fit-for-purpose and comprehensive global industry quality standard. One that sets out guidance and requirements for planning, conducting, supervising, and reporting market, opinion, and social research (including insights and data analytics projects) to clients in over 20 markets worldwide. 

Help shape the future of the ISO 20252:2026 Standard 

ADIA members are encouraged to review and provide comments on the draft Standard using the Request for Change template. A marked-up version of the ISO Standard and a copy of the template are available on the ADIA website. 

Of particular importance are the following sections of the Standard, which directly address the application of artificial intelligence (AI) and the use of synthetic data:

• Core Framework clause 4.1.5.3: Applications of AI
• Annex A: Sampling
• Annex E: Data Management and Processing
• Annex G (N 71): New Panel Management Annex

Please email your feedback using the template provided to Theresa MacDonald, ADIA's Training and Quality Coordinator, by August 31, 2025.

Exclusive guidelines and training for members 

In preparation for the launch of the new ISO 20252 Standard, ADIA will convene an expert research group to develop exclusive member guidelines (with the ADIA QA Committee's assistance) that are appropriate, commercially viable and serve as a guide for our preferred Australian ISO certifiers when addressing AI and synthetic data and respondents in an audit. 

ADIA will also provide new training and resources for members, free of charge, to support the transition to the revised Standard. These will be made available via the Academy.