World's top market and opinion researchers to meet in Montreal


    - Theme: FRONTIERS - Pioneering thinking and ideas
    - Over 1,000 participants from 60 countries and global program with over
      100 speakers from 20 countries
    - Largest international industry trade show with more than 100 exhibitors
    - Disclosure of topical research results such as: Wal-Mart's regional
      adaptation in the Québec market; Climate change and the rise of the
      green consumer; and How digital media has changed consumer expectations
    - Prestigious keynote speakers Kate Adie, Hernando de Soto, Richard
      Eisermann, Grant McCracken and Alan C. Middleton

    MONTREAL, Aug. 28 /CNW Telbec/ - The World Organization for Opinion and
Marketing Research Professionals, ESOMAR, the global leader in this field,
will hold its annual Congress in Montreal September 22 to 25 under the theme
FRONTIERS. As the world is transforming, each new day presents uncharted
frontiers. With knowledge, creativity and experimentation, the Congress will
explore how research explores and advances new business and societal
paradigms, sets the trends and responds with new and better solutions. It will
challenge the status quo, focusing on everything that is cutting edge,
innovative, creative, and 'business unusual'.
    "Year after year, the ESOMAR Congress is the 'place to be' to get the
best overview of market and opinion research trends and direction for the
future," said Véronique Jeannin, General Director of ESOMAR. "Next month, in
Montreal, we look forward to bringing together the world's top marketing,
advertising and research professionals who build their business on Market
Research and want to get a complete overview of the latest trends and
direction for the future. I wish to thank the Programme Committee for pulling
together very compelling content, including topical subjects such as: Regional
adaptation of multinationals: Wal-Mart's Québec case study; The impact of
climate change on business: The rise of the green consumer? and Assessing
shifts in shopper purchase behaviour: How digital media has changed consumer
    According to Jean-Marc Léger, President and CEO of Léger Marketing, a
member of this year's Programme Committee, "As Montrealers, we are proud to
bring together the world's best market and opinion research professionals in
our city. ESOMAR has a unique value as the leading international organization
in its field, uniting members from all types of industries such as advertising
and media agencies, universities and business schools, as well as companies,
public institutions and government authorities."
    The Marketing Research and Intelligence Association (MRIA), the industry
and professional association which governs, represents, and certifies
practitioners and companies in Canada's opinion research and market
intelligence industry, "congratulates ESOMAR for choosing Canada and the great
city of Montreal as the destination, when it decided to hold its Congress
outside of Europe for the first time," said John Ball, a native Montrealer and
President of MRIA. "As the largest industry meeting around the globe, ESOMAR's
Congress presents an exceptional business development and networking
    The Congress will also feature the launch of Research World, a newly
developed magazine for marketing intelligence and decision making; and advance
the 'Future Talent meets the Industry Initiative' to North America, whereby
students from universities such as HEC (Montreal's Hautes Etudes
Commerciales), the University of Guelph, Georgian College (Barrie, Ontario),
and the Rotman School of Management at the University of Toronto will be
introduced through the Congress to the world of market research before they
decide what area of marketing to specialize in.

    The five Congress keynote speakers will be:

    - Kate Adie, author, broadcaster and former BBC Chief News Correspondent,
      on crossing and working on Frontiers, and looking at parallels between
      market research and journalism;
    - Hernando de Soto, President of the ILD (Institute for Liberty and
      Democracy) headquartered in Lima, considered by the Economist to be one
      of the two most important think tanks in the world, on the "knowing
      powers" required to conceptually model the world and nail down
      identities, information, and contracts across the globe;
    - Grant McCracken, leading anthropologist and author of numerous
      publications, who will share his ideas on Transformation - a new way of
      looking at individuals' motivation and buying behaviour;
    - Richard Eisermann, designer and strategist, who will also discuss
      Transformation from a design perspective and how it affects the dynamic
      consumer in our contemporary society; and
    - Alan C. Middleton, former VP Worldwide for J. Walter Thompson and
      currently a faculty member at York University (Toronto), who will focus
      on frontiers in branding, building on some of the insights from the
      book Ikonica - a Fieldguide to Canada's Brandscape, which he co-


    ESOMAR is the world organization 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. For
more information on ESOMAR, please visit For more
information on the Congress and to register, go to

For further information:

For further information: ESOMAR: Ischa Ropert, External Relations
Manager, Mob: +31 (0) 625 015 419, +31 (0) 20 664 2141,;
Media - Canada and United States: Amy Gregus, Edelman Public Relations,  (514)
844-6665,; Outside of Canada and the United States:
Florence Delpeyrou, BEAU FIXE PR, +33 (0) 1 53 53 41 56,

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