Abstract:

At the outset of this year, our aim at ESOMAR was to build on the success of the report and to improve in areas such as reliability of information and the depth of analysis. We have focussed on more robust data collection processes and brought a more challenging mindset to the analysis. To improve the report’s accessibility, we have introduced a more structured and businesslike approach. There are now also specific sections focussing on top lines, highlights and main trends, together with a journal of the key events in the industry over the last 18 months. Our aim in doing so is to enrich the content, relevance and interest of the report. We have also included additional sections with details on spend by industry sectors and company information to provide a more complete view of the industry landscape. A number of the industry’s top leaders opened their doors to us and shared their thoughts and views on the current state of the industry and the trends we might expect to see emerging for the future.