Abstract:

To meet the need of American companies for better (more focused, relevant and timely) information about European policy trends. Starch INRA Hooper has developed its Opinion Leader Forum. The Forum is a unique multi-country survey that polls a panel of 600 opinion leaders in business and politics on a twice- yearly basis in France, Germany, Italy and Spain. This paper addresses the application of market research techniques (i.e. sampling, panel development and maintenance, in-depth executive interviewing) to the international analysis of policy trends affecting international business. Case materials illustrating techniques, findings and applications, are drawn from recent surveys of Europe's leaders about the post-1992 business environment.