Abstract:

In this ESOMAR Congress 2001 with its theme Marketing Transformation we have an opportunity to examine how well market researchers are responding to the changes taking place in society, the world of business and to the structure, and techniques, of our own industry. Survival in the 21st century will, in part, depend on the honest application of the more traditional ways in which market researchers have always operated. But there is a growing feeling that now is the time to embrace a new form of market research: a fresh way of thinking about how we harness the plethora of marketing intelligence now available to us to complex business decision-making.