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August 29th 2025
Herbert's (new) world in the ESOMAR Council
Herberts World #19
We present issue no. 19 of the Mafo.de column ‘Herbert's World’!
Our CEO Herbert Höckel talks about his first months as a new ESOMAR Council member, why Amsterdam suddenly only stands for work, and how the huge association should continue to be transparent and inclusive in the future. Enjoy reading!
Herbert's (new) world in the ESOMAR Council
Since the days of Franklin D. Roosevelt almost 100 years ago, it has become customary to take stock of the first 100 days in office. The launch of the ESOMAR Council on 1 April was 150 (!) days ago. As a new member, it is high time for me to take a closer look behind the scenes.
And what is the most important thing, as always? People, of course!
For those who don't know them yet, these are the eleven people who make up the Council: Anne-Sophie Damelincourt from France as President, Tom De Ruyck from Belgium and Corrine Moy from the UK (both as Vice-Presidents), and members Sandy Casey (USA), Mariela Mociulsky (Argentina), Martha Llobet (Spain), Lucy Davison (UK), Harald Hasselmann (Germany), Jean-Marc Léger (Canada), Pravin Shekar (India) and myself. For those who may be wondering how the number of members increased from nine to eleven: the Council exercised its option to appoint Sandy and Mariela in order to expand the Council to include representatives from North and South America. A brief description of all representatives, their companies, roles and photos can be found here and here.
For me, Amsterdam now means work!
In addition to monthly online meetings, there have also been two very intensive two-day working meetings at ESOMAR's headquarters in Amsterdam since April. However, despite the international nature of the group, there was no ‘lost in translation’ or even ‘clash of clans’ – quite the contrary. Everyone is inspired by the honour of their new position and our role in helping to shape the future of our industry. Most recently, just a few weeks ago in July, with brainstorming sessions, co-creations and strategy meetings.
A particular highlight was the session on Strategy2030. Unfortunately, I am not (yet) allowed to reveal any details at this point, but suffice it to say that we left with the satisfying feeling of having already outlined the key priorities for our work in the coming years. It was truly impressive to see how the various areas of expertise, perspectives and convictions within the Council worked together and, despite all the differences, resulted in concrete work assignments and outcomes.
Meta-theme ‘Trust’: Without trust, everything is nothing!
A motto that reminds us all every day of the foundation of our work. Trust is the indispensable basis that underpins research in all its facets and without which even the most innovative methods lose credibility and impact. At the Council, too, we see trust as the central pillar with which we will accompany and advance the acute priorities in market research:
1) Disruption through AI
How is the industry currently changing (or has already changed!) as AI applications radically accelerate, replace or even completely eliminate key processes? What opportunities are opening up, not only for large, financially strong institutions, but also for medium-sized or very small niche providers? And where are the greatest risks of being swept away by the current wave of development? Above all, we want to know: What specific support do ESOMAR members need to make this change productive?
2) Transformation ESOMAR
With around 10,500 members from 135 countries, the association is well on its way to becoming a global knowledge platform and THE industry hub par excellence, and is thus in the midst of what is probably the biggest change process since its foundation in 1948. What we as a Council work on every day: making ESOMAR even more accessible to its members, even more visible globally and even more relevant for all topics related to market and opinion research. In short: a genuine and worthwhile point of contact for our global insight community.
3) Securing the future through young talent
It's a simple equation: good young talent = a bright future. Because if there are too few or too weak new entrants, we jeopardise all our potential and prospects. The question ‘How do we attract young talent to our industry?’ should therefore always be at the top of the agenda, everywhere. Now, more than ever, we need to convey to the next generation why our research in particular is their future. To do this, we need to adapt to their expectations and needs in good time. It sounds obvious, but it is a real challenge that we cannot tackle soon enough!
No. For us, AI, transformation and promoting young talent are not buzzwords for fancy presentations, but rather real tasks. We approach these issues on the big stage with the same passion as we do in our institutes and associations ‘at home’.
Building bridges for the DACH region: I'll take what you tell me!
In my last column, it was already a key concern of mine that more voices from Germany, Austria and Switzerland should be heard in the context of ESOMAR. Because my personal Council motto is and remains: ‘Building more bridges again’. But not only between regions, but also between generations and between tradition and the future.
Therefore, I would like to appeal to you, the readers of this column: please contribute your topics, questions, ideas and perspectives!
Let me know what is on your mind, what worries you, what motivates you or even what irritates you. I look forward to your messages or emails. I will gladly take on board what you tell me, I promise! Because that is the only way we can make ESOMAR even more accessible and relevant as a platform.
Preview of the next WeLoveResearch event: DACH drinks in Prague!
One more word about the upcoming ESOMAR Congress and Prague. On the eve of the congress, you can look forward to the kick-off event for the German-speaking research community: the WeLoveResearch ‘DACH Drinks’ on Sunday, 28 September 2025! As in previous years, the event is being organised by AMR Advanced Market Research and moweb research.
All German-speaking delegates are warmly invited to celebrate and network with us high above the rooftops of this beautiful city on the Vltava River. We look forward to an evening full of energy, encounters and new perspectives. Advance registration is required and is now open at www.weloveresearch.com.
150 days gone – still a good 1,000 days to go!
The congress in Prague will be the first highlight of my Council membership, and I am very excited to see how the momentum generated by our work will play out. Looking back, the last few months have already had a lot to offer, especially the certainty that, despite all our diverse cultures, companies and personalities, we can only work on our future together.
For me personally, it is a great honour to be able to play an active role in shaping the next almost 1,000 days: as a bridge builder, as an ambassador for the DACH region and as part of a global community that definitely has more in common than divides it.
Herbert Höckel is a managing partner here at moweb research GmbH. He has been a market researcher for more than 25 years. In 2004 he founded moweb GmbH, which he is still the owner today. moweb from Düsseldorf operates internationally and is one of the first German market research institutes specializing in digital processes.