Dynata Bolsters Data Quality with ISO Certification, Navigates Competitive Landscape

NEW YORK, NY – November 11, 2025 – Global data and insights provider Dynata today announced it has achieved ISO 20252:2019 certification in key regions, reinforcing its commitment to data quality and transparency. The certification, a globally recognized standard for market, opinion and social research, comes as the company navigates an increasingly competitive landscape and heightened industry scrutiny around data integrity.

This announcement isn’t just a press release moment; it’s a strategic move in a sector under pressure to demonstrate rigorous standards. Dynata, a top-three player in the global market research space alongside Ipsos and NielsenIQ, has long been a dominant force in first-party data collection. However, the explosion of data sources and the rise of alternative data providers necessitate a continuous focus on quality, reliability, and adherence to best practices.

A Competitive Landscape Demanding Rigor

The market research industry has evolved dramatically in recent years. While traditional giants still hold significant sway, a growing number of specialized data providers are challenging the status quo. Companies like QuestionPro, SurveyMonkey, and Qualtrics offer niche solutions, while newer players focus on specific data sets or methodologies. This increased competition places pressure on established firms like Dynata to differentiate themselves through demonstrable quality and innovation.

“The industry is at a critical juncture,” says one industry analyst, speaking on condition of anonymity. “Clients are demanding more than just data; they want assurance that the data is accurate, representative, and ethically sourced. ISO 20252 is a key signal that a provider is taking those concerns seriously.”

Dynata’s recent revenue figures, exceeding $1 billion annually and placing it among the top three in the ESOMAR Global Top 50 Insights Companies report, underscore its continued market leadership. However, maintaining that position requires continuous investment in quality control and adherence to evolving industry standards.

ISO 20252: A Commitment to Quality

The ISO 20252 certification is a rigorous, independent assessment of a company’s processes and procedures related to market, opinion and social research. It covers a wide range of areas, including questionnaire design, sampling methodologies, data collection, data processing, and data security. Achieving this certification demonstrates Dynata’s commitment to upholding the highest standards of quality and ethical conduct.

“It’s not just about ticking boxes; it’s about embedding a culture of quality throughout the organization,” says another source familiar with the certification process. “The standard requires companies to document their procedures, train their staff, and regularly audit their processes to ensure compliance.”

Dynata’s commitment extends beyond ISO 20252, with additional certifications like Neutronian’s NQI Data Quality certification further reinforcing its focus on data reliability and transparency.

Navigating Scrutiny and Addressing Concerns

While Dynata’s commitment to quality is evident in its certifications and investments, the company has not been immune to scrutiny. Recent reports suggest ongoing challenges related to respondent fraud and data accuracy, issues that plague the entire market research industry.

One recent legal dispute, where a staffing company was awarded $14 million in a judgment against Dynata, highlights the importance of maintaining strong business practices. While unrelated to data quality itself, the incident serves as a reminder of the need for diligent operational oversight.

Dynata is actively addressing these concerns through a combination of technological solutions and manual processes. The company’s “QualityScore™ ML model,” for example, analyzes over 175 data points to identify survey fraud and inattention, replacing questionable respondents in real-time.

“We are constantly investing in new technologies and processes to improve the quality of our data,” says a company spokesperson. “We understand that our clients rely on us to provide accurate and reliable insights, and we are committed to meeting their expectations.”

However, anecdotal evidence suggests that challenges persist. Online reviews and user feedback often reveal complaints about survey disqualifications and payment experiences, issues that can erode trust and damage the company’s reputation.

“It’s a constant battle,” says one former employee. “The industry is facing increasing pressure to clean up its act, and companies like Dynata need to be proactive in addressing these challenges.”

The Future of Data Quality

As the demand for data continues to grow, the importance of quality and transparency will only increase. Companies like Dynata that prioritize these values are well-positioned to succeed in the long term.

The industry is likely to see further adoption of certifications like ISO 20252, as well as the development of new standards and best practices. Emerging technologies, such as artificial intelligence and machine learning, are also playing a key role in improving data quality and detecting fraud.

Ultimately, the future of data quality will depend on a collaborative effort between data providers, researchers, and clients. By working together, they can create a more reliable and trustworthy data ecosystem that benefits everyone.

“It’s not just about protecting our own interests; it’s about building trust in the entire industry,” says one industry expert. “We need to create a data ecosystem that is ethical, transparent, and accountable.”

Dynata’s continued investment in quality control, coupled with its commitment to transparency and ethical conduct, positions it as a leader in the evolving landscape of data and insights.