Abstract:

Our mission will remain to keep on improving in our work and to continue to improve. Always better. Making the difference. That includes 2005 as well. We will continue to raise issues that help to shape the discussions about, and the reputation of market research. In this issue, opinion polling, a field that has a major impact on the reputation of our profession. And next month, the current problems surrounding panels and the influence of technology. We will also be reporting on the representation of market research to legislators. What happens? What are the results? The situation relating to quality standards and performance will be regularly discussed. And the search for talent and the problem of the missing skills and competences will again be covered. How can we attract new generations of market researchers? What do we need to do to shape training, teaching and coaching to conform with the requirements of today? We will also put the promotion of the added value of the industry back in the spotlight. Naturally we will also focus in 2005 on new developments and breakthroughs. For example, the structure of the industry, industry initiatives, collaboration by associations. And the application of more advanced techniques and methods and other processes. We intend to be inspired increasingly by the client’s perspective. After all, ultimately, it is the demand side which determines the fortunes of our industry.