ESOMAR Congress: Thinking big in market research

Manfred Mareck
Research Marketing

View all the research papers from ESOMAR Congress 2013

Think Big – that's the theme of this year's ESOMAR Congress. The demand for data keeps increasing and it needs highly trained professionals to help their clients to make sense of today's 'data noise', said Silke Muenster, VP Market Research at Philip Morris and chair of the programme committee.

Tim Harford, columnist at the Financial Times and the opening keynote speaker reminded delegates that there are two ways to success. One is to look at every individual aspect of an issue and try to improve each of them marginally. The risk of failure is low and, put together, these individual improvements once aggregated can add up to a winning margin.