Market, opinion and social research are now a global industry. An increasing proportion of the
expenditure of users of the industry is allocated to multi-national projects, whose objective is
consistent regional and global measurement.
This Standard facilitates the achievement of this important economic and social objective by
ensuring that the process elements of such research are undertaken to an appropriate standard and
in a verifiable and consistent manner.
1. Establishes clear terms and references, definitions, and fundamental service requirements;
2. Provides an internationally recognized framework for best practices, and
3. Is applicable for all organizations and individuals offering market opinion and social research