20:20 is the perfect optical vision. With 20:20 vision, one can clearly detect movements, colours, contrasts and depth within 6 metres (20 feet) whilst one with less than 20:20 vision may have foggy far sight.
 
For the theme of the next annual conference, we would like to have 20:20 vision as a metaphor to describe the role of market research: “contribution of market research into business with a sharper vision”.
 
To define strategies for products and services, forward planning, and determining necessary actions and measures, companies and establishments need to understand the present and foresee the possible future with sharp clarity. To enable sharp vision of the present and into the future, contribution of market research is paramount.
Market research is the greatest tool for marketing and brand managers in understanding expectations and concerns of consumer, it guides the marketers by analysing the current environment, upcoming changes, possible future trends and their reasons. Good quality market research helps marketers create a competitive edge for their brands, in brief, it provides 20:20 vision for marketers.

In the era of uncertainty and rapid changes that we live in, successful brands are the ones with the ability to diagnose current market conditions and forecast upcoming and future trends accurately. Good quality market research sharpens the vision of companies and establishments in determining the correct path to success. 
 
We need to understand and analyse our rapidly changing world much more accurately than we did in the past by employing innovative market research techniques and analyses. This would enable us to give our customers 20:20 vision for their brands and services.