ISO 19731:2017

INTERNATIONAL ISO
STANDARD 19731
First edition
2017-06
Digital analytics and web analyses
for purposes of market, opinion and
social research — Vocabulary and
service requirements
Analytique numérique et analyses web pour les besoins d’études de
marché, études sociales et d’opinion — Vocabulaire et exigences de
service
Reference number
©
ISO 2017
© ISO 2017, Published in Switzerland
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ii © ISO 2017 – All rights reserved

Contents Page
Foreword .iv
Introduction .v
1 Scope . 1
2 Normative references . 1
3 Terms and definitions . 1
4 Research project management requirements . 6
4.1 Organization and responsibilities . 6
4.1.1 Management of the research process . 6
4.1.2 Project management responsibilities . 6
4.1.3 Appointment of a research quality manager . 7
4.2 Confidentiality of information . 7
4.3 Documentation requirements. 7
4.3.1 General. 7
4.3.2 Control of documents (other than project-related documents) . 7
4.3.3 Control of research project documents . 7
4.3.4 Control of records . 7
4.4 Competence and training . 7
4.5 Subcontracting/outsourcing . 8
4.6 Reviewing the effectiveness of the research process requirements . 8
4.6.1 Project management review . 8
4.6.2 Problems and complaints management . 9
4.6.3 Internal audits . 9
5 Proposals and tenders . 9
5.1 Proposals and tenders from service provider to clients . 9
5.2 Other aspects to be established by service providers .10
5.2.1 General.10
5.2.2 Data cleaning and editing .10
5.2.3 Sentiment and/or text analysis .11
5.2.4 Website usage and measurement analytics .11
6 Execution of the project .12
6.1 General .12
6.2 Digital analytics and web analysis data collection .12
6.2.1 Data collection methodology.12
6.2.2 Validation of data collection process .12
6.2.3 Participant safeguards .13
6.2.4 Weighting .13
6.3 Protection of individuals .13
6.4 Device monitoring .13
6.5 Reporting .14
6.6 Data retention .15
6.7 Data security .15
6.8 Ownership and publication of results .15
Bibliography .17
Foreword
ISO (the International Organization for Standardization) is a worldwide federation of national standards
bodies (ISO member bodies). The work of preparing International Standards is normally carried out
through ISO technical committees. Each member body interested in a subject for which a technical
committee has been established has the right to be represented on that committee. International
organizations, governmental and non-governmental, in liaison with ISO, also take part in the work.
ISO collaborates closely with the International Electrotechnical Commission (IEC) on all matters of
electrotechnical standardization.
The procedures used to develop this document and those intended for its further maintenance are
described in the ISO/IEC Directives, Part 1. In particular the different approval criteria needed for the
different types of ISO documents should be noted. This document was drafted in accordance with the
editorial rules of the ISO/IEC Directives, Part 2 (see www .iso .org/ directives).
Attention is drawn to the possibility that some of the elements of this document may be the subject of
patent rights. ISO shall not be held responsible for identifying any or all such patent rights. Details of
any patent rights identified during the development of the document will be in the Introduction and/or
on the ISO list of patent declarations received (see www .iso .org/ patents).
Any trade name used in this document is information given for the convenience of users and does not
constitute an endorsement.
For an explanation on the voluntary nature of standards, the meaning of ISO specific terms and
expressions related to conformity assessment, as well as information about ISO’s adherence to the
World Trade Organization (WTO) principles in the Technical Barriers to Trade (TBT) see the following
URL: w w w . i s o .org/ iso/ foreword .html
This document was prepared by ISO/TC 225, Market opinion and social research.
iv © ISO 2017 – All rights reserved

Introduction
Analyses of digital behaviour and online digital statements by persons and companies have rapidly
increased in importance. Examples are the measurement of the behaviour of website visitors, the
measurement of behaviour by means of cookies, and the registration and measurement of statements
and sentiments of users of social media.
This document provides insight into the working methods of service providers in the fields of digital
analytics and web analyses research and, in this way, provides clients with transparency regarding the
services they offer. This document is intended to supplement and be used in conjunction with ISO 20252.
Digital analytics and web analyses for the purpose of market, opinion and social research can be
separated from the equivalent analyses carried out for non-research purposes. In both cases, the
protection of privacy of the persons analysed is regulated by legal provisions that apply to the particular
project and, furthermore, by the relevant professional codes of conduct and other ethical guidelines.
INTERNATIONAL STANDARD ISO 19731:2017(E)
Digital analytics and web analyses for purposes of market,
opinion and social research — Vocabulary and service
requirements
1 Scope
This document specifies the terms and definitions, as well as the service requirements, for organizations
and professionals that conduct digital analytics and web analyses for collecting, analysing and reporting
of digital data for purposes of market, opinion and social research by various methods and techniques.
It provides the criteria against which the quality of such services can be assessed and evaluated.
This document applies to digital analytics and web analyses conducted by service providers on their
own initiative, commissioned by clients or conducted by clients themselves.
This document applies to digital and web analysis research activities such as:
— understanding the usage of websites via the use of cookies, page impressions and other means,
navigation across sites, time spent by visitors and their actions;
— online metered panels, e.g. on-going measurement of web visitation via meters installed on
panellists’ desktop, mobile or tablet devices;
— tag-based solutions to measure online usage at universe level, which can be integrated with metered
panel data to provide a hybrid measurement;
— social media analytics which collect, aggregate and analyse online comments, and user-generated
content such as blogs, forums and comments on news sites or other sites.
NOTE Universe can also be known as population.
This document can be construed to cover all forms of digital data collection including from desktop
computers, tablets, mobile devices and over the top (OTT) devices as well as internet of things (IoT)
devices where applicable.
2 Normative references
The following documents are referred to in the text in such a way that some or all of their content
constitutes requirements of this document. For dated references, only the edition cited applies. For
undated references, the latest edition of the referenced document (including any amendments) applies.
ISO 20252, Market, opinion and social research — Vocabulary and service requirement
3 Terms and definitions
For the purposes of this document, the terms and definitions given in ISO 20252 and the following apply.
ISO and IEC maintain terminological databases for use in standardization at the following addresses:
— ISO Online browsing platform: available at http:// www .iso .org/ obp
— IEC Electropedia: available at http:// www .electropedia .org/
3.1
ad impression
display of an advertisement on a device
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