Abstract

Global approach, market concentration, the importance of fi nancial aspects, the role of technology and specialisation. These are the main changes the market research and public opinion analysis sector has invested in for the last 15 years. In addition to these, Italy has also witnessed changes in the way polls are used, increasingly more as a form of communication to infl uence voters, as a "compass" for policy-making and an "oracle". The image of polls has deteriorated drastically. Innovation is required to update the analysis tools, strengthen the bond with universities, emphasise quality and moral obligation, alter the relationship with the media and politics in order to restore prominence and social dignity to the whole sector.