Abstract:

This paper reviews the cases for optimism and pessimism about the future of Market Research presented in the brief for the 1979 ESOMAR Congress and concludes that the industry has good grounds for confidence in its own future. However, the paper draws attention to the need for researchers to take advantage of their skills and strengths in a wide range of issues which far transcend the marketing function. The very strength of the industry, rooted in the marketing area, could be a source of future problems if the researcher is not positioned in the eyes of business and government leaders as the supplier of information on a wide range of issues concerning social responsibility, corporate strategy, employee and community relations as well as marketing.