This paper presents a research agenda for conceptual modeling in information systems. It proposes a framework consisting of four elements: conceptual-modeling grammars, methods, scripts, and contexts. The framework aims to address the fundamental question: How can we model the world to better facilitate the development, implementation, use, and maintenance of valuable information systems? The paper discusses existing research on each element and identifies opportunities for further research. It highlights the importance of conceptual modeling in early error detection and correction, as well as its role in business process reengineering and enterprise resource planning. The paper also emphasizes the need for better understanding of the social context in which conceptual modeling occurs, including individual differences, task factors, and social agenda factors. It suggests that future research should focus on evaluating grammars, improving script creation and interpretation, studying the effects of cognitive and personality characteristics, and exploring the fit between different paradigms and modeling methods. The paper concludes that there are many opportunities for further research in conceptual modeling, including linking it to ontology research, studying new applications like knowledge management systems, and exploring conceptual modeling methods for multi-organization projects.This paper presents a research agenda for conceptual modeling in information systems. It proposes a framework consisting of four elements: conceptual-modeling grammars, methods, scripts, and contexts. The framework aims to address the fundamental question: How can we model the world to better facilitate the development, implementation, use, and maintenance of valuable information systems? The paper discusses existing research on each element and identifies opportunities for further research. It highlights the importance of conceptual modeling in early error detection and correction, as well as its role in business process reengineering and enterprise resource planning. The paper also emphasizes the need for better understanding of the social context in which conceptual modeling occurs, including individual differences, task factors, and social agenda factors. It suggests that future research should focus on evaluating grammars, improving script creation and interpretation, studying the effects of cognitive and personality characteristics, and exploring the fit between different paradigms and modeling methods. The paper concludes that there are many opportunities for further research in conceptual modeling, including linking it to ontology research, studying new applications like knowledge management systems, and exploring conceptual modeling methods for multi-organization projects.