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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September 2013

A Whole New World

A group of citizens called “Khon Thai (Thai people)” have a passionate mission to promote a harmonious society and to raise the quality of life for the Thai people. Market research is...


Understanding the Customer with Analytical CRM

A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data...


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...


Porsche Research Rally

The amount of user-generated content (UgC) in social media is rising constantly. more and more consumers exchange their product and brand experiences using social media platforms. For this reason an...


Online Anthropology

An innovative approach to research helped Sprint reverse the customer defections plaguing the company. The research revealed that the secret was to understand, not what features attract customers but...


Website Versus Traditional Survey Comments

A plethora of general and industry-specific websites make it possible for consumers to share their experiences, often in the form of ratings and open-ended comments very similar to those captured via...


Purchase prediction and brand loyalty

Traditionally product assessment -before and after its launch- has relied primarily on verbalizations and surveys. These methods offer great insight regarding consumer's opinion and cultural...


Why Customers Are Loyal

The subject of this paper is to discuss methodological assumptions concerning customer satisfaction studies. The authors, practitioners in this field, present their conclusions regarding the...



“Gamification” is sweeping the online and business worlds, but how much is hype vs. reality? The promise of gamification is that the addition of game-like elements can increase...


Believe in better

This case study charts the intense and creative journey followed since December 2010 when MESH Planning was awarded British Sky Broadcasting’s Brand and Content campaign evaluation tracking. ...

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