ESOMAR 3D Presentation – The Business of Influence

I'm in Miami today at the ESOMAR 3D Digital Dimensions conference. For those of you unfamiliar with ESOMAR, it's "the essential organisation for encouraging, advancing and elevating market research worldwide. With more than 4,800 members from over 120 countries, ESOMAR’s aim is to promote the value of market and opinion research in illuminating real issues and bringing about effective decision-making."

I'm kicking off the conference despite probably being the least expert in market research in the room! But that's not why I was invited. Rather, I'm expert in the shifting landscape in which market research is situated, and my role is to act as tour guide and possibly polemicist, to lend context to the opportunities and challenges for market research going forward.

Regular readers will recognise some slides, but there are three new ones you should take a look at in particular, all bar charts taken from IBM's recent CMO report.

What do you think?...