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The economy is uncertain, marketing budgets are tight, competition is tougher than ever and public trust is fading. Focus is needed on navigating during uncertain times and leading the way. In economic turmoil the accountability of market research in showing added value and return on investment is key. Implementing new consultancy-based skills in an ethical and creative way is essential. The ESOMAR CONGRESS explores the challenges ahead for markets, business and society and how research provides ethical, responsible and creative food for thought, recommendations and guidelines to help lead the way for better decisions, better results and a better world.