Research Papers

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ESOMAR's Research Papers are conference white papers from world's leading marketing, advertising and market research professionals.

ESOMAR members have full and free access to all papers over 18 months old. To access your archive of conference papers head over to MyESOMAR. If you are interested in becoming an ESOMAR member contact our membership team at

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Running Research Communities in Asian Markets

Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative...

September 2013

Think Big and Connect to the Max

PepsiCo wanted to (re)connect the Ruffles brand with Turkish youngsters. For six weeks a market research online community (MROC) was the central hub in which a dialogue took place between Gen Y, the...

June 2013

Inspirational Customers Dialogues

The annual catalogue is IKEA’s main communication channel with existing and potential customers globally. This case study demonstrates how the 2013 edition of the catalogue was evaluated through...


Always on Research

In a research world where questionnaires of more than 20 minutes are considered to be ‘not done’ and consumers are increasingly less inclined to participate in research projects, it is...


Doing More with Less

Recession can prompt unusual levels of creativity. We need to do more with less. Researchers need to increase their business impact. the presenters argue that the way to reach this for qualitative...


Designing the Club of Tomorrow

The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-create the club of tomorrow. A three-week Market...


We got a crush on you(th)!

Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon...


Engage, inspire, act

Great companies understand the importance of consumer and market insights. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important to build...


How fans become shapers of an ice-cream brand

Stimulated by the rise of social media, ‘conversational marketing’ techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing...


Synergizing natural and research communities

Research panels are under pressure: response rates are in decline. By using methods like ‘social media netnography’, researchers can dig into an online source of textual and visual...

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For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

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