European Marketing Research Alliance to Launch

A new official body representing European market research is to be launched later this year. The brainchild of ESOMAR and EFAMRO, the organisation, entitled the 'European Marketing Research Alliance' (EMRA), will primarily lobby against any negative legislation across EU member states.

It is hoped that EMRA will eventually evolve into the body that represents industry interests at the European level. Its main stated aim is to support national organisations for marketing and opinion research at a local level. In this sense, EMRA's main functions will be in monitoring potentially restrictive legislation and developing effective responses to them. It will also promote the benefits of market research to the consumer and society, along with sharing effective know- how with non-EU organisations.

The EMRA will be operational in early June. ESOMAR and EFAMRO have already reached an agreement with the WFA in Brussels on sharing resources and support. Before this, an 'Executive Board' will be established to oversee the overall activity, a 'Legal Committee' for steering day-to-day activity, and a 'Funding Committee' for all the money matters.

'This effort is of paramount importance for the profession and our Society' said John Kelly, ESOMAR president. 'Effective legislative representation, promoting high standards of performance is one of the cornerstones of ESOMAR's mission. I appreciate the co-operation with the WFA. Our focus might be different in a number of areas. However we share the commitment to freedom for information, self regulation and professionalism world-wide.'

'Indeed this is a milestone in tackling representation at the European level' Patrick Standen, EFAMRO President, added. 'ESOMAR and EFAMRO will be able to draw upon a strong network of national trade associations and regional resources and develop adequate action programmes, articulating the positive role research plays'.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.