This ISO is in keeping with, and follows on from the globally
applicable ISO 20252 standardization that defines a generally
applicable quality norm.
Despite the fact that the
implementation of this worldwide ISO standard will take a number of
years, there was an urgent need to develop a supplementary ISO
standard for Access Panels.
Online panels are incorporated under the definition of Access
Panels, and it is especially in this strongly flourishing section
with its unique set of characteristics that there is a need for
uniform quality with regard to panel management and panel
utilization.
In a number of nations, guidelines concerning panel
management and panel configurations were already in existence, and
also Esomar, Efamro, and Casro all maintained individual sets of
guidelines for online panels.
But because it is to be expected that the majority of the panels
will possess a certain international scope, there is a need for a
verifiable, internationally applicable quality standard.
An
agreement on this matter was reached within a surprisingly short
space of time for the following reasons:
- The devisers of the ISO standard were to a great extent the
same individuals responsible for drawing up the ISO 20252
standard.
- In the ISO 20252 standard, a number of basic
guidelines were defined that were applicable to online panels
- Although the individual guidelines had been
realized autonomously, its makers had familiarized
themselves considerably with the approach taken by others.
This ISO standard has been implemented worldwide as of early
January 2009. It is believed to be the first presentation to this
many panels simultaneously. This puts the Netherlands in the
vanguard of the quality system’s implementation.
Those access
panels to receive the award were Blauw-NL (Blauw Research),
Flycatcher Panel (GfK Panel services), Ik zie het zo
(Millward Brown), De Netpanel Adviesraad (Ruigrok Netpanel), Online
Interview (Synovate), Panelclix, Panel – Intomart/GfK, and Stempunt
(Motivaction).
The MOA has announced that an additional 5 to 10
access panels will be allocated the new ISO standard within the
coming months.
The assessments in the Netherlands have
been conducted by the auditors of the Stichting Toestsingsbureau
KCC, which is closely associated with the MOA. One of their methods
is the use of mystery participants. Three mystery members are
registered per panel; each displaying varying means of behaviour,
ranging from correct participation to deliberate fraudulent
behaviour. The KCC subsequently analyses whether the panel operator
has adhered to the guidelines stipulated in the ISO
26362.