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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Asking consumers what they want when they don't know the answer

This paper argues that new product development research requires a very different approach where the technology being tested involves a change in mindset. It uses the example of a concept test for a...


Aspiration and value

The paper describes the birth of a new research methodology developed by Reperes with their client Moet Hennessy. It follows the development of an original research approach for measuring the equity...


Axe 'Click'

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation. A multi-layered approach comprising...


Beyond the patient

This paper is based upon the research findings of an independent study carried out to investigate the world of the modern healthcare consumer. Taking chronic back pain as an example condition, this...


Blurring the boundaries between qual and quant

Conducting research in the high pace technology industry poses quite some challenges for the researcher. In order to cope with this, Acer let go of the traditional distinction between qualitative and...


Bottom of the pyramid

Low income consumers, the largest and fastest growing market, are the new frontier for the corporate world. Most low income tourists travel by bus and take their trips with family or friends. Travel...


Brand Knowledge

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle. Brand knowledge (familiarity) is frequently measured...


Bridging the gap

A new insight framework based on four distinctive but overlapping types of insight: “discovery” insights, “predictive” insights, “explanatory” insights and...


Business Opportunity Number 1

One of the strongest and most challenging claims of the last decade is: 'Women are business opportunity No. 1'. Focussing on the automotive industry, this claim is explored through industry...


Capturing the implicit mind

This paper focuses on how the qualitative/quantitative technique of Free-Choice Profiling was used to better understand consumers' unconscious and emotional reactions to fragrances in liquid fabric...

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