Abstract:

The role of ESOMAR, therefore, is to be the focal point of pioneers, those who have the faith and the enthusiasm to examine thoroughly their method a within a group of individuals who are ardent propagandist of market research in those national societies which serve the aims of the users of market research or in international gatherings. Whilst ESOMAR unites the elite of specialists in market research, this should not he regarded as the only fruit of its endeavours. We must also multiply the means of communication, give a wider circulation to our actions, further touch the world outside ourselves so that the dough of which we are the ferment rises in the best possible conditions.