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REVIEW2007/8SEEINGTHEBIGGERPICTUREWITHESOMAR

Global markets, fierce competition, emerging economies, rapid change, abundant information, revolutionary technology, uncharted frontiers – shifting paradigms. Today is very much ‘business as unusual’.If you are involved in any way with opinion or market research, you need to be able to see the bigger picture.

ESOMAR is open to everyone, anywhere in the world. Our diverse membership comprises people from many cultures with different interests and backgrounds. They are active in a wide range of industries, from a variety of professional backgrounds – including research, marketing, advertising and media. All believe high quality research improves the way businesses make decisions.

SEEING THE BIGGER PICTURE

05 _ THE yEAR AT A GlANCE

06 _ THE yEAR IN FOCUS 06_ President’sreport08_ DirectorGeneral’sview10_ Globaltrends

12 _ GROwING ACROSS THE wORld12_ Internationalmembership14_ FocusontheCouncil16_ Internationalmanagementteam20_ Globalrepresentatives

22 _ INCREASING INFlUENCE23_ Tellingthestory24_ Improvingstandards26_ Creatingtheplatform27_ WorldIndustryNetwork

29 _ BUIldING CAPABIlITy29_ DevelopingTalent30_ Creatinganetwork31_ Engagingminds

32 _ CElEBRATING SUCCESS32_ Excellence:areasontocelebrate34_ InsightTrack36_ Recognisingachievement

38 _ CAlENdAR FOR 2008/9

CONTENTS

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REVIEW2007/8THE yEAR AT A GlANCE

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ESOMAR grows to largest ever membership – increasing 10% year on year, to reach over 5,000 in 2008. Members span 100 countries, with growth in China, Russia and USA, creating a growing international network.

• ESOMAR celebrates 60 years at the heart of the market research industry

• A strong platform of international events established with innovative content and fresh topics; and new types of events launched, including the luxury Brands Forum

• Berlin Congress celebrates Excellence and the breadth of market research today

• Revised ICC/ESOMAR International Code on Market and Social Research is approved

• Insight Track launched to capture the history and growth of research and create a map for the future

• New ESOMAR Career Network launched to help global transfer of skills

• ESOMAR publishes first ever Global Prices Study on line

• ESOMAR’s new brand identity wins a design effectiveness award

• Market Research Best Practice, Market Research Handbook and Market Research Explained publications launched to reflect the latest approaches in market research

THE yEAR AT A GlANCE

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REVIEW2007/8THE yEAR IN FOCUS

2007 has been an exceptional year for ESOMAR with the celebration of its 60th anniversary in Berlin and major achievements in a range of fields, reaffirming the dynamic strategy put in place for the organisation three years ago.

PRESIdENT’S REPORT

OurimprovedGlobal Market Researchreportindicatedahealthy,growingindustryand,alongwithotheremergingtrends,highlightedthecompetitivepressuresfacedbyresearchcompaniestodayandpositivewaysinwhichtheyareresponding.

ProfessionalstandardscontinuetobeparamountinagrowingandchangingglobalindustryandwearepleasedtohavebeenabletoimplementtherevisedICC/ESOMARInternationalCodeonMarketandSocialResearchwhichsetsuniversalstandardsthatcanbeacceptedandappliedbydifferentculturesaroundtheworld.

Growingmembershipby10%forasecondconsecutiveyearclearlyindicatesthenewdynamictrendofESOMARandthatwearecontinuingtomeetmembers’needsacrosstheglobeandmatchthedemandsofthemarketresearchindustry.Ourrevampedeventscalendar–withworkshops,forums,

conferencesandroundtables–alsoaddressedthedifferentneedsofdiversepeople,includingagrowingnumberofmembersfromclientcompanies.IwasparticularlypleasedtoseethehighestnumberofattendeeseverattheannualCongress–almost1,400.The60thanniversary,thethemeofExcellenceandinnovativetoneallcontributedtothissuccess.

Throughlisteningtoourmembers,creativity,consistency,focusandpassion,ESOMARisabletodeliverabetterserviceandmoretailor-madeinitiativesformembersandthewiderresearchindustry.Thesuccessachievedin2007isarealspringboardforfurtherdevelopmentin2008andbeyond–andallatthesamelevelofexcellence.Frits SpangenbergESOMARPresident

THE yEAR IN FOCUS

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Being part of ESOMAR today means being committed to the best that the market research industry has to offer all over the world. And we believe the future holds an exciting journey into new and uncharted frontiers.

dIRECTOR GENERAl’S VIEw

ESOMARwascreated60yearsagoby29passionateandvisionarythinkerswhowantedtobuildaprofessionoutofthegloomofaworldemergingfromwar.Theiraimwastoinstilprofessionalismandethicalpracticeattheheartofresearchandtoputinplacethefoundationstoconstructasustainableandprosperousindustry.

Sixtyyearson,ESOMARunitesaglobalindustrywithsharedvaluesandabeliefinqualitystandards.TheindustryisworthmorethanUS$24billionworldwideanditisnowdifficulttoimaginesignificantdecisionsinmarketingandproductdevelopment,orindeedinpoliticalpolicymakingandpublicopinion,beingtakenwithouttheexpertiseaffordedbyresearch.

In2007,withourthemeofExcellence,werecognisedtheworkandtalentofresearchersacrosstheworld–fromtheoriginsoftheprofessiontotoday’sinnovatorsandtomorrow’semergingtalent.

In2008andbeyondwewouldliketokeepthisspiritasourmodus operandi.OurannualCongressin2008willbeinMontreal(Canada)underthethemeofFrontiers.Montrealisacitywithadualpersonality;blendingitsEuropeanrootsandNorthAmericanmodernitywithourpassionforthefuturewillprovidetheideallocationforESOMAR’sfirstflagshipCongressoutsideEurope.

Challengingthestatusquo,invitingeveryonetothinkbeyondthehereandnow,focusingattentiononeverythingthatiscutting-edge,innovativeandcreativeisthespiritthatESOMARwishestodriveforwardasweexplorenewterrainandunchartedfrontiers.

Weinvitememberstobewithusonthisjourney...letuskeepthisspiritandmaintainthemomentumtogether.

Véronique JeanninESOMARDirectorGeneral

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ESOMAR produces an annual global industry report to provide an authoritative view on the state of the market research industry and key figures for research spend on national, regional and global levels. These trends are taken from Global Market Research 2007.

GlOBAl TRENdS

GlOBAl TURNOVER TRENdS

Withmarketresearchplayinganincreasinglyimportantroleineverydaypracticalandstrategicbusinessactivities,theglobalindustryisexpectedtocontinueitslong-termgrowthtrend.Marketresearchisincreasinglydrivenbyspecificfactors,suchas:

_ Ashiftinemphasistoemergingmarkets,increasinglybecomingtheindustry’sgrowthengines,inlinewithmacroeconomictrendsandthecontinuingeffectsofglobalisation

_ Abroadeningclientbase,whichisturningtoresearchtohelpfacedown

GlobalmarketresearchturnovertoppedUS$24.6billion*,representingyearonyeargrowthof6.8%andanetgrowthof4.0%(adjustedforinflation).

_ RapidexpansionamongstBRIC(Brazil,Russia,IndiaandChina)countries,withallrecordingdouble-digitnetgrowth–alongwith19othermarketsaroundtheworld

_ StablegrowthinEuropeof5.0%(2.8%afterinflation)

mountingcompetitionwithintheirownindustrysectors,byidentifyingopportunitiesfortargetsandinvestment

_ Researchfirmsareimprovingpricingpowerthroughincreasedsectorspecialisation,expandinganalyticalandconsultancyservices,andgrowingtheirrangesofinnovativeproducts

_ Intensecompetitionformarketshareinthemostmaturemarkets,wherestableoverallmarketgrowthisexpected.

_ HealthyaccelerationinNorthAmericawithgrowthof6.6%(3.4%afterinflation)

_ StronggrowthinrapidlydevelopingmarketsinLatinAmerica,AsiaPacific,EasternEuropeandtheMiddleEast

_ LatinAmericawasthefastestgrowingregionwithasharpincreaseingrowth,at17.1%(11.3%afterinflation),punchingwellabovetheUS$1billionbarrierintheprocess.

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*AllfiguresinGlobal Market Research 2007,publishedinsummer2007,arebasedonthepreviouscalendaryear(2006). Forfurtherinformation,afullcopyofthereportcanbeobtainedatwww.esomar.org

OnlineresearchcontinueditsrapidascentandisnowthefastestgrowingmethodologywithspendamountingtoaroundUS$3bn*,anincreaseof14%yearonyear.

ThelargestabsoluteincreasetookplaceintheUK,thesecondlargestnationalresearchmarket,whereonlinespendalmostdoubled.

Thekeydriversofonlineadoptionarespeedofdeliveryandlowcosts.Amongcompanieswiththemostestablishedofferingsthereisatrendtowardprovidinganalyticalservicestomeetclientneeds,differentiateofferingsandbenefitfromtheresultingcompetitiveedge.

ONlINE RESEARCH

GlOBAl MARKET RESEARCH TURNOVER (MARKET SHARE)*

THE wORld’S 5 lARGEST MARKETS (GROwTH)*

MIddlE EAST & AFRICA$385M(2%)

NORTH AMERICA$8,884M(36%)

USA$8,232M(+6.6%)

FRANCE$2,214M(+2.5%)

JAPAN$1,380M(+4.3%)

GERMANy$2,206M(+5%)

UK$2,369M(+2%)

ASIA PACIFIC$3,530M(14%)

lATIN AMERICA$1,221M(5%)

EUROPE$10,597M(43%)

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REVIEW2007/8GROwING ACROSS THE wORld

GROwING ACROSS THE wORldFrom Atlanta to Zurich, ESOMAR’s membership continued to expand across the globe. with members from more than 100 countries, active in a wide range of industries and from a variety of professional backgrounds, ESOMAR effectively demonstrates the value of high-quality research in underpinning societal, governmental and business decision making.

INTERNATIONAl MEMBERSHIP

Duringtheyear,ESOMARmembershipgrewby10%onthepreviousyear,forthesecondyearinsuccession.In2008membershiptopped5,000,reaffirmingourpositionastheworldorganisationforenablingbetterresearchintomarkets,consumersandsocietiesandstrengtheningtheglobalplatformweprovideforthemarketresearchindustry.

MaintainingastrongrepresentationinWesternEurope,significantmembershipgrowthwasseeninbothNorthAmericaandEasternEuropein2007.Atcountrylevel,Australia,China,RussiaandUSAwelcomedahighnumberofnewapplicantswhilemaintainingthevaluedsupportofcurrentmembers.

EssentialtomembershipgrowthisESOMAR’sincreasedvisibility,enablingittocommunicateprofessionalstandards

acrosstheindustry.ThreeyearsagoESOMARfacedasignificantchallengeinmembershipnumbers.Atotalreviewofthestrategyandmindsetoftheorganisation,arefocusoncontentandinnovation,ahigherproximitytotheindustry–alliedwithinvestmentinavibrantandauthoritative

ESOMAR’s new brand identity won a silver design Effectiveness Award.

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brandimage,launchedend-2005–hasprovedsuccessfulindrawingmembershipinterestandincreasedawarenessofouractivities.

Inrecognitionofthis,in2007,ESOMAR’snewbrandidentity,createdbyFortuneStreet,wonasilverDesignEffectivenessAwardfromtheDesignBusinessAssociation(DBA)-theUK’smostvocalchampionoftheroleofeffectivedesignintheprocessofbusinessgrowth.

Alsokeytomembershipdevelopment,areESOMAR’srepresentatives,whoworkatthelocallevelin80countriesacrosstheworldtopromoteourmission(seepage20).Theyareourambassadors,asiseachandeverymemberfortheorganisation.

Anothercontinuingandsignificanttrendin2007wasanincreaseinthenumberofnewmembersjoiningESOMARfromclientcompanies.Signallinggrowingrecognitionamongresearchusersandpurchasersofthevalueofhigh-qualityresearchtointernationalbusiness,italsoindicatesagrowingneedtobetterunderstandhowsuchresearchshouldbecommissionedanddesigned.

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Frits SpangenbergNetherlands

José Ignacio wert OrtegaSpain(Ex-officio)

ESOMAR is governed by a Council which reflects and respects the diversity of membership, in terms of country of residence and occupation. The Council is responsible for determining ESOMAR’s overall vision, mission and objectives. This is our Council in 2007/8.

FOCUS ON THE COUNCIl

ESOMAR PRESIdENT ESOMAR COUNCIl MEMBERS

John MarinopoulosAustralia

dr. dieter KorczakGermany

Sue NosworthyUK

Ann Margreth Hellberg Vice President, Sweden

Paulo Pinheiro de AndradeBrazil

Clara OrigliaItaly

Gunilla BroadbentTreasurer, USA

laurent FlorèsFrance

Rosana Urosa CruzSpain

ESOMAR COUNCIl MEMBERS

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INTERNATIONAl MANAGEMENT TEAMESOMAR continued to be led by a strong management team during the year, supported by an international professional team of more than 30 people, all dedicated to the worldwide implementation of the organisation’s strategy, in line with its mission and statutes.

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Véronique JeanninESOMARDirectorGeneral

VéroniqueJeanninleadsESOMARfromatrulyinternationalperspective.Shehasspent20yearsworkingoverseas,fromhernativeFrance,inacareerwhichspansinternationallawconsultancy,internationalmarketingandmulticulturalmanagement.SheisfluentinFrench,German,andEnglishandholdsaMaster’sDegreeinBusinessandInternationalLawfromtheUniversityofParisXI.

Anna Alù DirectorDevelopmentEvents

AnnaAlùisItalian,studiedEconomicsattheUniversityofPalermo,andisfluentinItalian,English,French,SpanishandDutch.ThroughherinternationalworkwithESOMARandcontactswithmanydifferentpeople,companiesandorganisationsaroundtheworld,shehasbuilttheknowledgeandinsighttoworkwithdiversecultures,recognizingandvaluingdiversestylesandtraditions.

Marie-Agnès Mourot de lathyle DirectorFinance&Services

Marie-AgnèsMourotdeLathylebringsawealthofexperienceofglobalorganisationsthroughherpreviousrolesinseniorfinancialpositionswithcompaniessuchasStarbucks,TimeWarner,TexasInstrumentsandImpress.ShehasworkedinmanydifferentcountriesandspeaksfluentEnglishandFrench,andhasagoodworkingknowledgeofDutch,GermanandItalian.

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Marcel dekkerFinance ManagerNetherlands

FluentinDutchandEnglish.Previouslyworkedasafinancialcontroller,focussingonimplementingsubsidyschemesforagovernmentownedorganisation.

Maria da CruzFinancial AccountantPortugal

FluentinPortugueseandEnglish.Internationalcareer,startedinAuditing/ConsultancyandnowforseveralyearsfocusonFinance.

Angela CaninManager developmentSouthAfrica

FluentinDutchandEnglish.CareerhasfocussedonproductdevelopmentforvarioustechnicalproductsinSouthAfrica,AmericaandEurope.

ExTENdEd INTERNATIONAl MANAGEMENT TEAM

Rahzeb ChoudhuryManager, Publications & Industry ProjectsUK

FluentinEnglishandBengali.ProficientinDutch.StudiedEconomicsandPhilosophy.Workedinstrategicdevelopmentandrelationshipmanagementinfinancialservices.

Ischa Nina RopertExternal Relations ManagerAustralia

MAInternationalRelations,BACommunications.Film,Publishing,Government,Trade,Financial,Health&Aid/Development.California,London,India,Germany&Amsterdam.

Jean Richard witteveenSenior Sales & Marketing Manager Brazil

FluentinPortuguese,Spanish,EnglishandDutch.EducationinBScBusinessAdministration,specialityinMarketing.Workingfromhisowncompanyforvariousinternationalclients.

lucien walravenEvent logistics ManagerNetherlands

FluentinEnglishandDutch.StartedintheAudioVisualsectorandcontinuedcareerasAVmanageronseveralnationalandinternationalevents.

Avinoam JéquierIT Service ManagerIsrael

FluentinHebrew,FrenchandEnglish.ProficientinSpanish.Threeyearsofmilitaryservice,KeyAccountsManagerforOracle,finallyProjectManagerforDanonebeforeworkingwithESOMAR.

Kathy JoeProfessional Standards Manager UK

FluentinEnglishandDutch.ProficientinFrench.Startedcareerinpublishingandafterrepresentationroles,focusesonprofessionalstandardsatESOMARandEditorofResearch World.

Anneke de JongEvents ManagerNetherlands

FluentinEnglishandDutch.ProficientinGerman,FrenchandSpanish.StartedcareerinLondonasaResearcher(QuantitativeandQualitative),andcontinuedcareerasaBrandConsultant.

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GlOBAl REPRESENTATIVESActive in almost 80 countries worldwide, ESOMAR Representatives continued to act as our global ambassadors. liaising between ESOMAR and their local constituents, this team of dedicated professionals work to further our mission to promote the use of opinion and marketing research for improving decision-making. This year we feature our representatives in Chile, Belgium, Poland and China.

Gabriela Romagnoli UgaldeConsumerServiceManagerNestlé,ChileS.A.

ESOMAR Representative – Chile

‘InChile,ESOMAR’SDeveloping Talentinitiativeisimportantinengagingthemarketresearchcommunity–improvinghighlevelindustryskills,creatingnetworkopportunities,sharingbestpracticeandworkingwithlocalindustryopinionleaders.’

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dominique Vancraeynest ManagingDirectorGfKAUDIMETRIE,Belgium

ESOMAR Representative – Belgium

‘Belgiumisasmallresearchcommunityinasmallcountrybutwith100memberswehavethehighestnumberofESOMARmembersinproportiontonationalpopulation.’

Agnieszka Sora ManagingDirectorGfKPolonia,Poland

ESOMAR Representative – Poland

‘SincePolandenteredtheEU,oursectorhasbeendevelopingdynamicallybecauseofnewinvestors,newprojectsandEUfunds–andagrowingunderstandingthatresearchisnolongeracostbutarequiredinvestment.’

Henry lei xinManagingDirector,Market-GuideConsulting,China

ESOMAR Representative – China

‘China’seconomyandsocietyisdevelopingfast,bringingnewopportunitiesandchallengesforthelocalmarketingandmarketresearchsector.ESOMARispromotingprofessionalstandardsandhelpingtodeveloptheindustry.’

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REVIEW2007/8INCREASING INFlUENCE

INCREASING INFlUENCE

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Ourreports,conferencepapersandbookscontinuetoeducateandinformpeopleonmarketresearchandincreasetheindustry’sinfluence.Alongwithourregularreports,suchasGlobal Prices StudyandGlobal Market Research,weaddedthreemorebookstoourcomprehensivecatalogueofleadingedgetitles.Wealsocreatedadedicatedareaofwebsiteforonlinesaleanddownloadsofreportsandpublications.

WithWileyandSons,wepublishedMarket Research Best Practice–30visionsforthefuture.Thiscompilationofdiscussionpapers,casestudiesandmethodologiesfromtheESOMARpublishingandeventprogrammeoverthelastdecadeillustrateshowmarketresearchisadaptingtoanincreasinglycompetitive,demandingandglobalisedbusinessworldandhowESOMAR,astheworld’sleadingmarketresearchorganisation,isprovidingthe

platformtoshowcaselatestadvancesandbestpractice.

Market Research Handbook(fifthedition)offersapracticalguidetoholisticmarketresearchandisinternationalinapproach,reflectingtoday’sbusinesspracticeandthemorestrategicrolemarketresearchnowplays.

Market Research Explainedisaneasytounderstandexplanationofmarketresearchfornonresearchers.Itisforpeoplearoundtheworldwhowanttounderstandthevalueofmarketresearch–anditsroletodayinimprovingthewayorganisationsmakedecisionsbasedonobjective,reliabledataandinsight.

Inthecomingyearswewillcontinuetoexpandourcatalogueofpublicationstoensurewemeettheneedsofmembersandthewiderindustry.

TEllING THE STORylast year we expanded our publications catalogue launching definitive material on marketing, advertising, media and market research for marketers, academics, strategists and intelligence providers worldwide.

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Thenewcodeincorporatessuggestionsreceivedduringconsultationswithcompanies,associationsandESOMARmembers,andrecommendationsbyICC.ItwasoverwhelminglyapprovedbytheICCexecutiveboardandESOMARmembers,viaareferendum,takingintoaccountthatallmembersarerequiredtoupholdthecodeasaconditionofESOMARmembership.

Today,over5,000ESOMARmembersworldwidearecommittedtothehighestprofessionalandethicalstandardsembodiedinthenewjointcode.AkeyadvantageofthejointICC/ESOMARcodeisthat,throughtheICC,advertisersandadvertisingassociationsaroundtheworldalsoadoptthecode.

Therevisedcodetakesprivacyissuesandrecentsocietalchangesintoaccountandclearlypromotestheprinciplesofethicalandprofessionalconducttolegislators,thepublicandresearchersonaglobalbasis.

Thetexthasbeenstreamlinedandsimplifiedtostrengthenconsumerprotectionandconfidenceandtomakeiteasierforrespondentstounderstandwhytheycantrustaprofessionalresearcherwithpersonalinformation.

Thecodeisespeciallyvaluableinemergingmarketswheretheremaybenolegislationondataprivacyorconsumerprotection.Indistinguishingmarketresearchfromdirectmarketingandsales,highlightingthefundamentalethicalprinciplesofthecode,andstrengtheningassurancestorespondents,therevisedcodesetsoutcleareruniversalstandardsanddataprivacyguarantees.

ESOMARandtheICCarenowpromotingtheapplicationoftherevisedcodetomarketresearch,marketingandadvertisingassociationsaroundtheworldtostrengthenself-regulationonaninternationalbasis.

IMPROVING STANdARdSOver the past year, ESOMAR worked with the International Chamber of Commerce (ICC) to review the ICC/ESOMAR International Code on Market and Social Research, to ensure it reflects the needs of the modern market research industry.

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ICC/ESOMARINTERNATIONAl COdE ONMARKETANDSOCIALRESEARCH

ESOMAR’sprofessionalstandardscommittee,isworkingwithprojectteamstoreviewbestpracticeguidelinesthatdealwithethical,professionalandlegislativeissuesrelatingtoparticularareasofresearchinmoredetail.Followingwideconsultations,in2008:

_ RevisednotestointerpretingtheICC/ESOMARCodewillbereleased

_ AnupdatedGuidetoOpinionPollswithanewsectiononexitpolls,draftedinconsultationwithWAPOR(WorldAssociationofPublicOpinionResearch),willbelaunched

_ Guidelinesonobservingandtapinggroupdiscussionswillbeupdated,tocoverthelatestdevelopmentsinobservationalresearchsuchasethnographicresearch,remoteviewingoffocusgroupsfromotherlocations,andobservationofonlinegroupsandblogs.

Inaddition,questionsdesignedtohelpresearchersandclientsidentifythekeyissuesrelevanttothequalityofonlinesampleswillbeupdatedandreleasedin2008aspartofarevisedGuidetoConductingResearchontheInternet.

ESOMARiscontinuingtoworkwithotherorganisationstoadvanceinternationalbestpracticeandpromotetheISOglobalstandards.ESOMARwillcontinuetoupdateitsguidelinestoensuretheystayabreastofcurrentissuesandtoraisethevisibilityofprofessionalprinciplesonwhichthemarketresearchindustryhasalwaysbeenbased.

AllcodesandguidelinesareavailableonESOMAR’swebsiteatwww.esomar.org.

NExT STEPS MOVING FORwARd

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Eventsaddressedthecoreofourbusiness–providingaplatformtolearn,shareandnetwork;bringingtogetherthelatestdevelopments,trendsandmethodologies;creatingdiscussionaroundbusinesstopics;andprovidingaccesstowrittenknowledgeandskillspapers.

Conferencesfeaturedgeneralresearchtopics(Qualitative,ConsumerInsightsandPanelResearch),industryspecifictopics(RetailandFragrance),aregionalconference(AsiaPacific)andWM3–theWorldwideMultimediaMeasurementconferenceheldincooperationwithWFA(WorldFederationofAdvertisers).Thelatterwasimportantinfurtheringtheglobalindustryagendaforconsumer-centricmediameasurement.

Highlysuccessfulwasanewformat:theLuxuryBrandsForuminFlorence.Asmall,selectedgatheringinanexclusivevenue,theforumattractedanaudiencewiderthanthe

coreindustryandcreatedaplatformforabusinesswhichisgrowingininterest,providingnewopportunitiesformarketresearch.AvisittotheFerragamoheadquartersandshoemuseumreinforcedtheluxurytheme.

Wealsoorganisedthreeinteractiveroundtablediscussions,focusingonsocietalissues(DemocracyOnline,PublicServicesandSustainability).Allthreeroundtables,facilitatedbyindustryexpertsandinvolvingwellknownthoughtleaders,engagedapredominantlylocalaudienceinawidersocietaldebateandcreatedstrongmediainterest.

Theadditionoftradeexhibitions,commercialpresentationsandhealthysupportfromsponsorstomanyeventsmeantagreatvarietyoftouchpointsforouraudiences,whicharesteadilygrowingingeographicalscopeandclientparticipation.

CREATING THE PlATFORMEvents over the year focused on innovative content, fresh topics and new formats. By listening to members and the wider customer base, as well as executing a thorough business analysis, we created a novel and refreshed calendar which addressed different needs.

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InValencia,WINgatheredseniorclientandsupplierindustryleadersandselectedassociationleaders,representingthebiggestresearchmarkets.Industryleadersagreedthatindustrygrowth,thequalityofpanelsandimprovingrespondentco-operationaretopoftheindustryagenda.

Potentialindustrygrowthischallengedbynewplayersfromthemarketinginformationsectorandcallsforaspecificfocusonthiscompetitionoutsidetraditionalmarketresearch.ESOMARisnowplayingavaluableroleinquantifyingthispotentiallostvaluetotheresearchindustry.ParticipantsalsosupportedinitiativesforESOMARtoassessthequalityofaccesspanels.Itwasagreedthatoverallqualitywouldbereviewed,withafocusondeterminingtheextentofmultiplemembershipandtheimpactonresults.Athirdareaforactionisthedevelopment

ofabest-practicetoolkitforimprovingtheindustry’srelationshipwithsurveyrespondents,includingstandardmetricsformeasuringparticipantsatisfaction.

Thepanelalsodiscussedwaystoshiftmarketresearchtobemoreattunedtoconsumerself-expressionandempowerment.Todothismarketresearchneedstochangefromaprofessionthatusesclosed,carefullycontrolledmethodsofdatacollectiontoonethatcedescontrolandspendsmoretimelisteningtopeopleastheyairviewsnaturally.

AllESOMARinitiativesandprojectscontinuetoremainhighonWIN’sagendaandtheirmonitoringandprogressisconstantlyreviewedthankstotheinvolvementandcommitmentoftheleadersofourindustry.

wORld INdUSTRy NETwORKduring the year we continued to drive the world Industry Network (wIN) as an agenda-setting forum for global leaders in the research industry and a communication platform to inform and update associations, aligning and involving them in industry projects.

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REVIEW2007/8BUIldING CAPABIlITy

BUIldING CAPABIlITy

AnewplatformforTalent–theESOMARCareerNetwork–waslaunchedin2007tostimulateandfacilitatehighqualityworldwiderecruitmentwithinthemarketresearchindustryandbeyond.

ESOMARdevelopedaprogrammeaimedatencouragingbrightstudentstoentertheindustry.Future talent meets the industry hasinvolveddialoguewithUniversityandBusinessschoolprofessors.Theseacademicsarenownominatinghigh-potentialstudentstoparticipateinESOMARconferencesaroundtheworld.Duringtheconference,studentsaregiventheopportunitytomeetindustryleaders,formanetworkandgainlearningandunderstandingbyattendingsessions.Thishighlysuccessfulnewinitiativehasextendedmorethan20invitationstostudentsaroundtheworldfromalargenumberofnominations.

Client-sideresearchershavespecificchallengesandopportunitieswithintheirdailywork.UndertheDeveloping TalentumbrellaESOMARalsocreatedroundtablesinsidelastyear’seventswhereclientswereabletodiscussrelevantissues.ThesuccessofthesephysicalplatformshaspromptedESOMARtodevelopanonlineforumtogiveclientstheopportunitytocontinuetheirfacetofacedialoguesonline.Thisallowsclientstoincreasetheirbodyofknowledge,exchangebestpracticeandfindfreshwaystoapproachchallenges.

In2008andbeyond,ESOMARhasanumberofDeveloping Talent projectsplanned.Theseincludeextendingthedialoguewiththeacademicworld,newplatformstostimulateandexpandthehorizonsofyoungmarketresearchprofessionalsandinitiativestohelpestablishedresearcherstobroadentheirskillbase.

dEVElOPING TAlENTFostering new talent and diverse professional skills is key for growth in market research. ESOMAR’s Developing Talent initiative is aimed at enhancing the skills, know-how and expertise of market research professionals. Through a series of projects the initiative has surged ahead over the last year.

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AllESOMARmembers,andtheircontactdetails,arelistedintheESOMARMembersDirectory.Around5,000members,inover100countries,formastrongglobalnetworkaroundwhichtheorganisationisbased.TheESOMARMembershipMark,whichallmembersareentitledtouse,offersinternationalrecognitionamongmembersandacrossthewidermarketingandresearchindustries.

LastyearwesawincreasingactivityonlinewheremembersaccesskeyresourcesthroughtheMyESOMARsectionofthewebsite,includingtheonlinedirectoriesandtheCareerNetwork.ManyESOMARmembersusedthesefacilitiestoconnectwithfellowmembers,openingupnewopportunitiesandcreatingunderstandingandinsightacrossgeographiesanddifferentmarketsectors.

Duringtheyearthenetworkwasalsostrengthenedthroughfacetofacecontactateventsacrosstheglobewheretheemphasisasalwayswasonexchangingideas,learningandchallengingconventionalthinking–whetheraspeakeroraparticipant.Insomecountriesourrepresentatives(seepage20)alsoorganisedmeetingsformembers,forexample,inFrance,ChileandtheUK.

Ateventsacrosstheglobe,ESOMARmembersalsovaluedtheopportunitiesduringtheyeartobuildaninternationalprofilethroughspeakingopportunitiesandtobuildinternationalrecognitionviathesuccessfulESOMARawardsprogramme.

CREATING A NETwORKESOMAR members form a strong network across the globe and this interaction has brought many benefi ts, including new international contacts, international business connections and opportunities, cultural understanding, collaborative learning and global career openings.

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Encouragedbygrowingdemandandhighevaluations,welaunchedfivenewmodulesandreviewedandupdatedourexistinginteractiveworkshopprogramme.Expandingtherangeofkeytopicsfortheindustryandfocusingonthechangingneedsoftoday’sprofessionalmarketresearcherensuredthecontinuingsuccessofourhands-onsessions.

WorkshopsarewellestablishedwithintheESOMARportfolioandarefarmorethanalearningcourse.Aninformalandinteractiveenvironment,workshopleaders-representingthebestbodyofknowledgeandexpertisewithintheresearchcommunity-andarangeofchallengingtopicsensurethesessionsengagemindsandchallengethinkingforparticipants.

Topicsensuretoday’smarketresearchersareforwardthinking,lookingbeyondthehereandnow.Forexample,oneofthenewprogrammesintroducedfor2008isWeb2.0ResearchandBeyond.Oneofthemainchallengesforresearchersintoday’sfastchangingtechnologicalworldiskeepingtrackofthetechnologicaldevelopmentsontheweb.TheyneedtonotonlyunderstandtheimplicationsofWeb2.0anditsimpactonmarketingbutunderstandhowtouseitasanopportunityandhowtokeepabreastofrapiddevelopments.

ENGAGING MINdSESOMAR helps professionals across the world stretch their knowledge and skills and take a view across the broader spectrum of issues where market research informs decisions. Hands-on workshops, for example, help members expand their horizons and ESOMAR has increased this programme.

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REVIEW2007/8CElEBRATING SUCCESS

CElEBRATING SUCCESS

Excellenceinmarketresearchisanadmirableaspirationandisevidencedthroughouttheindustry’shistoryofgrowth.TheCongressinBerlinwasafittingplacetocelebratetheachievementsandcontributionsofmenandwomeninstrumentalinbuildingourmulti-billiondollarindustry.Therewasalsotimetounderstandthechallengesaheadandwaystobuildforthefuture.Inspirationfeaturedthroughout,aswehighlightednewthinkingfromwithintheindustryandbeyond.

JohnKearon,CEO&founderofBrainJuicer,UK,chairedtheCongress,bringingvibrancyandhumourtothepackedprogramme.Thebreadthandvitalityofourindustrytodaywasperfectlyillustratedthroughmorethan40originalpapers,includingdiverseandimpressivecasestudies.Manypapers

focusedonthefuture,providingthespringboardfortheforwardthinkinganddynamicatmosphereoftheCongress.

Innovativecreativesessions,vibrantdiscussions,awonderfulsocialprogramme,abuzzingtradeexhibitionandagreatnetworkingenvironmentgeneratedagreatvibeamong1,400participantsfrom75countries.

Someofthehighlightsofthecelebrated2007Congressincluded:

_ Market research through the eyes of a film writer and director FlorianHenckelvonDonnersmarcktoldthestoryofhowmarketresearchhelpedwinhimanOscar,securingthereleaseofhisfilm,The Lives of Others.

ExCEllENCE: A REASON TO CElEBRATEwe had reason to celebrate as 2007 marked ESOMAR’s 60th anniversary. Throughout the year we presented a platform of events, discussions and publications which culminated at a celebration Congress in Berlin. At this event we explored the notion of Excellence – past, present and future.

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_ Challenging conventional thinking with a philosopherLouMarinoffencouragedtheideathatthere’snosuchthingasasillyquestionasheenrolleddelegatesinhisquestforaphilosophicalrenaissance

_ Understanding how to change to a consumer-centric cultureElectronicsgiantPhilipsiscurrentlyundergoingitsownconsumerfocusedrenaissanceandGeertvanKuyck(SeniorVPglobalmarketingmanagement)sharedthecompany’sSenseandSimplicitystoryandthechallengesofmovingfromanR&Dculturetoaconsumercentricone.

_ Focusing on changeAmericanjournalistandwriterJamesSurowiecki(The Wisdom of Crowds)regaledtheaudiencewithwonderfulstorieswhichsurprisedandinspired;whileTariqKrim,founderandCEOofNetvibes(thepersonalisedhomepagecompany)tookdelegatesintotheworldofsuper-personalisationandco-creation.

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Insight Trackisanambitiousprojecttocapturethehistory,reflectthepresentandglanceatthefutureofmarketresearch.Forthelast60years,ESOMARhaspioneeredbestpractice,standardsandknowledgebyhighlightingdevelopingneeds,concernsandinterestsofresearchersworldwide.Creatingapicturefromtheveryearlydays,whenmarketresearchwastentativelyfindingitsplaceinsocietyandbusiness,tothesophisticatedindustryitistoday–andmappingthisagainstworlddevelopmentsandevents–wasnosmalltask.

Startingmorethan200yearsagowithThomasMalthus,theprojectteamhasvisualisedkeymilestonesandeventsthroughmarketresearch’sdevelopmentandgrowth.Thiscreatesajourneythroughtwocenturies,featuringfamouscharacterssuchasFlorenceNightingale,illustrating

theinfluenceresearchhashadonmanydiverseareasoflife–frombusinessandindustrytohealthcare,andthewaywegovernoursocieties.

ThepictureInsight Trackpaintsisofanindustrythatneverstandsstillandthatplaysamuchmoresignificantrolethananyonemightthink.

ButthisisnottheendoftheInsight Trackstory.Theplanistousethemapasastartingpointforanongoing,collaborativepieceofresearchonresearchitself,whichanyonecancontributetoandwhichESOMARwillbuildwithitsmemberstobeauniqueandvaluableresourcefortheindustry.

INSIGHT TRACKSixty years at the heart of market research is a real landmark. ESOMAR chose to mark this with an interesting, thought-provoking project – and, importantly, one which reflected the huge energy that makes up the world of market research. we launched the Insight Track project.

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INSIGHT TRACK THEEVOLUTIONOFMARKETRESEARCH

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THE ESOMAR ExCEllENCE AwARd FOR STANdARdS OF PERFORMANCE IN MARKET RESEARCH 2007 - THE JOHN dOwNHAM AwARd

‘defi ned the area of Market Intelligence’

_ David(DVL)Smith,Director,DVLSmithGroup(UK)

ExCEllENCE AwARd wINNERS 2007

ExCEllENCE AwARd FOR BEST PAPER PRESENTEd AT AN ESOMAR EVENT 2006-2007

‘death of depth? Understanding the obvious beyond the obvious’

_ AyobamideleGnädigandOliverSchieleit,H,T,PConcept(Germany)

Provocativelyquestionsthe‘depthethos’determiningtoday’squalitativeresearch.Itarguesthatthepsychologicalprimacyinqualitativeresearchcanbeabarriertogeneratinginspiringandvaluableinsightsbydisregardingconsumerrealityassuperficialand‘untrue’.

David’sworkhascreatedasignificantnewcategoryformarketresearchers.Hehasdefinedtheareaofmarketintelligenceandmovedthewholeindustryforward.HisbookThe Art & Science of Interpreting Market Research Evidencehasimpactedmanyresearchersaroundtheglobe.

RECOGNISING ACHIEVEMENTOne of ESOMAR’s goals is the promotion of best practice among market research professionals. In 2007, as in previous years, we recognised achievement, creativity and sustained best practice through a number of prestigious awards.

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THE FERNANdA MONTI AwARd FOR BEST PAPER OVERAll

‘If ‘we’ not ‘I’…then what? From Anglo-Saxon to global world views of human behaviour’

_ MarkEarls,HerdConsulting(UK)

CONGRESS AwARd wINNERS 2007

BEST METHOdOlOGICAl PAPER

‘Using faces: measuring emotional engagement for early stage creative’

_ OrlandoWood,BrainJuicerLabs,(UK)

BEST CASE HISTORy PAPER

‘Training the next generation: it’s market research, but not as we know it’

_ MikeCookeandPhyllisMacFarlane,GfKNOP(UK)

Breakthroughthinkingthatoutlineswhatledtotheconstructionofanemotionalmeasurementtechnique,andthepsychologicaltheoryunderpinningit.Itdescribessomeimportantnewfindingsforthemeasurementofemotioninadvertising.

Replacingthetraditional,prescriptivemethodologicalstudyundertakenbygraduateswithamore‘open-source’approachusingWeb2.0,thiscasestudyprovidesaninspiringapproachtotraining.ThisallowsgraduatestoacquireskillsinthestyleofWikipedia,ratherthanpushinglearning.

Practicalandtheoreticalimplicationsformarketresearchpractitionersofadisruptivenew,emergingcollectionofmassbehaviourmodels-describedbytheauthoras‘herdtheory’.Itreviewsmethodologicalandtheoreticalinnovationsandidentifiesfurtherareasforinnovationandrethinkingthatpractitionersshouldexplore.

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REVIEW2007/8CAlENdAR 2008/9

CAlENdAR2008/9

SEPTEMBER 08

CONGRESS FRONTIERSMontreal,22-25September

Workshops•AdvancedQuantitativeTechniques•AdvancesinMarketSegmentation•Creativity•CurrentandEmergingTrendsin QualitativeResearch•DevelopingTalent•InsightGeneration•Semiotics•TheUltimateDeal-Sellingyourcompany•Web2.0research&beyond

OCTOBER 08

PANEl RESEARCHAn ESOMAR world Research conferenceDublin,21-23October

Workshops•AdvancesinMarketSegmentation

OCTOBER 08 CONT.

ONlINE FORUMAn ESOMAR world Research forumDublin,24October

NOVEMBER 08

QUAlITATIVE An ESOMAR world Research conference Istanbul,17-19November

Workshops• ConnectingResearchandCreativeTalent• EthnographyandObservationalResearch• CurrentandEmergingTrendsinQualitativeResearch

• Semiotics

dECEMBER 08

BRANd FORUMAn ESOMAR world Research forum Paris,1-3December

©ESOMAR2008

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REVIEW2007/8CAlENdAR 2008/9

Each2009conferenceandcongresswillincludeachoiceofworkshops.

FEBRUARy 09

CONSUMER INSIGHTAn ESOMAR world Research conference

MARCH 09

RETAIlAn ESOMAR world Research conference

APRIl 09

ASIA PACIFICAn ESOMAR world Research conference

BREAKTHROUGH MARKETS An ESOMAR world Research forum

MAy 09

lATIN AMERICAAn ESOMAR world Research conference

JUNE 09

wM3An ESOMAR world Research conference

FRAGRANCE An ESOMAR world Research conference

SEPTEMBER 09

CONGRESSMontreux,15-18September

OCTOBER 09

PANEl RESEARCHAn ESOMAR world Research conference

NOVEMBER 09

QUAlITATIVE An ESOMAR world Research conference

wEllBEING An ESOMAR world Research forum

ESOMAR is the world organisation for enabling better research into markets, consumers and societies. with 5,000 members in 100 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making.

www.esomar.org

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