How fortuitous it is that we gather in Athens, the birthplace of democracy, arts, science and philosophy of Western civilisation. At a time when our global societies are being shaken by intersecting challenges in politics, climate, technology, gender equality and loneliness, Athens provides a fitting backdrop for our deliberations and discoveries. Athens is not only the home of Plato, Socrates and other great thinkers, but also the city of Athena—the goddess of wisdom. The Acropolis, her ancient sanctuary, stands as a beacon of knowledge and contemplation. Here, we can reflect on our place and identity within the broader tapestry of civilisations across the globe.
Importantly, our industry will reflect on our own identities within the landscape(s) of technology and opinion. The rapid evolution of technology is a fundamental part of our commercial and personal lives. Our exceptional programme is teeming with examples of the intricate dance between humanity and machine. One might wonder if Prometheus, who defied the Olympian gods to bring fire—and by extension, technology and knowledge—to humanity, has his hand in this. Ironically, we now question whether technology is defying humanity. At this crossroads of identity, we grapple with defining what it means to be human and delineating the borders of our industry.
Market research boasts a rich history of thought leadership and methodological innovation. Icons of wisdom guide us as we explore our identity: Are we technologists? Methodologists? Robots? Or will we embrace our humanity? Only humans can truly make others feel human. Being real implies a lack of pretence, warmth and acceptance of imperfections. Real people are distinguished by palpable values, a strong sense of identity and accountability.
May we all end the conference with a memory bank of real food, real insights, real people—a real sense of duty going forward. A real identity, anchored in our real traditions of honouring respondents—even if some might be synthetic, fanning our curiosity, interrogating the impalpable. Life’s most transformative moments often occur in solitude. As you delve into these insightful papers—the footprints of the live presentations—may you have your own Promethean moment of choosing where your identity and impact lie. ESOMAR is borderless and inclusive. Our conference committee and speakers represent all hemispheres and continents. My heartfelt thanks to Rhiannon Bryant and her team of wizards for assembling such an astounding group of individuals who have delivered this powerful collection of papers and a remarkable programme.
I extend my gratitude and admiration to the unflappable ESOMAR council member Corinne Moy, the stoic Michalis Michael from Digital-MR, the joyful Mina Sfondilis from PEPSICO, the fair-minded Adrian Terron from TATA, the meticulous Patricia Beber from IPSOS, the innovative Edwin Taborda from L’Oréal and the dynamic Dolphine Mongina from VIDA. These professionals exemplify the best of our identity as researchers— professional, diplomatic and passionate. Real people.
Thank you for joining us on this engrossing journey.
