Abstract:

Precisely because markets and marketing in Europe are changing, it is no longer possible to make the old clear cut distinctions between national and international market research. International research has different meanings to different people: for some it is only the conduct of projects in foreign markets whereas for others (the larger part of the market in volume terms) it is the transfer and adaptation of foreign research technology into local markets. This Symposium encompasses both aspects of internationalism, although the balance of the programme is still towards the traditional multi-country project definition. In this introductory paper on research in Europe I attempt to describe the market environment within which research has evolved over the decade since an ESOMAR Seminar last addressed the subject, and to highlight some current developments and preoccupations.