For the past four years CNN International has researched the viewing habits of business Directors and Senior Managers. This necessitates estimating the numbers of such individuals by country (in 1993 in 17 countries!) using the diverse statistics available. This paper also describes the sampling, questionnaire design and data collection methods used currently - and shows some of the results forthcoming. These demonstrate the continuing variations in the European business environment country by country. These studies were co-funded and developed by CNNI and Laura Wendt of TBS. TBS is now replicating this approach with Continental Research in the Pacific Rim.