The move from transactional to relational research is at the forefront of change in the market research industry. Technological advancements, societal changes and the current economic crisis are creating new dynamics and challenges to the "traditional" wisdom of market research and marketing. There is an increasing emphasis on the need to continually seek and demonstrate new value propositions. As we enter a new decade, we as an industry must reflect on our research and approaches of the past, discern between perception and reality. Most importantly, we must clearly define what the future holds. The focus is on five dimensions: · 2010 and beyond - What major methodology developments have delivered on the promise over the past decade? · The conversation revolution - The digital advantage - Are we questioning respondents or developing a dialogue with participants? · Connecting the dots...an integrated approach - With an ocean of data to turn into information - how well are we connecting the dots? · Digital divide - How are market research practitioners responding to the growing digital divide? · Data Protection - between Scylla and Charibdys - how do we handle the global/local tension?(source: www.esomar.org)