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Achieving Continuous Improvement Standards

The ICERTIAS Criteria & Eligibility framework is designed to align certifications with widely recognized research and governance standards, supporting consistent methodology, transparency, and reliability across markets.

ICERTIAS awards recognition through ISO 20252-aligned market research, using representative consumer surveys for Best Buy Award and QUDAL – Quality Medal, and structured secondary-data review supported by AI tools for Customers’ Friend. The proprietary DEEPMA approach encourages deeper evaluation beyond spontaneous recall. Final decisions include expert review and documented checks aimed at strengthening methodological discipline, impartiality safeguards, and confidence in outcomes.

Compliance with International Standards
ICERTIAS references established frameworks and professional codes to guide how research is designed, conducted, and reported.

The ICC/ESOMAR International Code
As a corporate member of ESOMAR, ICERTIAS aligns its research practice with the ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics, supporting responsible data collection, transparent study design, and clear reporting expectations.

UN Global Compact
ICERTIAS is an active participant in the United Nations Global Compact. Although it does not certify them, its participation reflects a commitment to the initiative’s ten principles across human rights, labour, environment, and anti-corruption as a governance reference for responsible business conduct.

ISO and related management standards
Where relevant to its internal operations and research activity, ICERTIAS draws on recognized management-system and information-security practices (e.g., quality management, research process control, and data security) to support consistency, documentation, and accountability.

Market Research Criteria and Methodologies
ICERTIAS uses structured market research approaches to generate clear, auditable outputs:

  • Quantitative and qualitative inputs: surveys and secondary analysis to capture consumer priorities and experiences.

  • DEEPMA methodology: designed to encourage considered evaluation and reduce simple “top-of-mind” recall effects.

  • Technology support: analytics tools, including AI-assisted processing where appropriate, to improve consistency and insight extraction.

ICERTIAS upholds internationally recognized standards through rigorous research methodologies and continuous monitoring.

Ongoing Monitoring and Compliance

ICERTIAS drives continuous improvement across all certification programs.

ICERTIAS’s dedication to progress is reflected in its regular updates to methodologies, auditing protocols, and monitoring systems. By applying the Plan-Do-Check-Act (PDCA) framework, the organization ensures that its certification standards continuously evolve in line with technological innovation, regulatory trends, and market expectations. Certified companies are subject to regular internal and third-party audits, customer feedback analyses, and performance reviews to ensure ongoing compliance.

Additionally, ICERTIAS employs data analytics and AI tools to detect patterns and improve precision in quality assessments. Transparent communication with clients and active stakeholder involvement play a crucial role, ensuring that certifications remain relevant and aligned with the changing needs of industries and consumers.