is that the programme benefits everyone: client and researcher. Unilever gets the quality it seeks, researchers get the up-front recognition that they meet Unilever's high standards. The impact so far is four-fold: Researchers show off their accreditation badge -- they are proud of it Unilever issues better briefs Unilever runs training programs with agencies to lift overall quality The quality of conversations around research within Unilever has improved And the programme has only just been launched. Brace yourself for more. Panel discussion: Qualitative research in the New World The panel discussion involved a diverse range of people from different backgrounds: Natasha Dageneaud of Seissmo, Manish Makhijani of Unilever, Rebecca Wynberg of TNS and Ben Wolf of Leo Pharma and Gregg Fraley of Kiln. Chairwoman Valerie-Anne Paglia of Ipsos asked the panel members about transformations in the industry. A number of trends emerged: There is no longer a set way of doing things or fixed method -- anything goes these days. There is increasing time-pressure -- faster and faster turn-arounds are required. Research tends to happen later in the process, whereas there is more to be won in the early stages of the brand planning cycle. The role of 'respondents' has changed -- people are no longer passive sounding boards but are given a more active and involved role. In a conceptual sense, the focus has shifted from identification of needs and motivations to exploration of behavior. This is a good thing, as Behavioural Economics shows that everything we do, think