The Transformation of Marketing Research

ESOMAR's 54th International Annual Congress takes place in Rome on 23-26 September, entitled 'Marketing Transformation: Research for the Bottom Line.'

The aim of the congress is to cover relevant topics on major society and business transformations, and the contribution of research to decision making and bottom line results.

Since much is transforming (society, business and the consumer), research - as an information provider - finds itself in the middle of a transformation process: reinvention is necessary. Considering that marketing research is the "knowledge engine" of business, it needs to focus on areas such as diagnostics, speed and efficiency of analysis for improving decision making.

The range of key speakers investigating these topics and hoping to provide future development directions for research specialists include: Gary Bridge, VP, IBM Corporate, USA., Andrea Granelli, CEO, Telecom Italia Lab; Stefano Marzano, CEO, Philips Design, The Netherlands; Corrado Passera, CEO, Poste Italiane; Ian Pearson, BT's Communications Consultancy Group, UK; Marco Testa, Armando Testa; Roberto Zuccato, Worldwide Marketing Director, FIAT Auto.

In addition the programme features:

• Sessions on transformation in society, business and research.
• Panel discussions on client/supplier relationships and data privacy.
• Workshops of Internet research, market intelligence, qualitative research and data mining.
• Case studies of new business models and consumers insight, from Allied Domecq, Compaq, Dow Chemical, Egg, Ford, J.W.Thompson, McCann Erickson, Siemens.

In essence, the Congress objective is to give participants new ideas about how to place their marketing research in a wider strategic context, update their techniques and show how research can operate in a transforming world.

For further information, visit www.esomar.nl

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

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