Abstract:

An international jury met in Edinburgh, Scotland to select the best papers presented at ESOMAR's 50th Congress held from 7-10 September 1997. Congress focused on: 'Learning from the future: creative solutions for marketing research'. The Fernanda Monti Award for the best overall paper presented at the Congress went to Andy Dexter for his paper: 'I don't know much about art, but I know what I like'.  Three further awards were made for: The best case history with an interesting research application. This was won by Franz Tessun for his paper: 'AirTraffic - Quo Vadis? Scenarios for the next twenty years'. The best methodological paper was won by Jeremy Wyndham and Richard Goosey for their paper: 'It's time we started using statistics!'. The John Samuels Award for the best presentation was presented to Khushi Khanna and Rama Bijapurkar. This paper: 'Researching tomorrow's markets today: the need for a new market research paradigm for emerging markets' describes the unique marketing strategy and research challenges of emerging markets. Case studies from China and India, with excellent illustrations, made this a beautifully presented paper.