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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Screen Age

Cimigo conducted a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia. How are evolving screen-age lifestyles and emerging digital trends...


24/7 Diginography

This presentation will explore the combination of online research with the new lifestyles of "NOWSUMERS" - lives lived more publicly than privately. It will feature the use of an MROC, to delve into...


Brands Without Borders

This presentation will show how consumer co-creation can play a significant role in developing strong cross-regional brands in Asia.Mizone is a beverage brand that has grown strongly in the APAC...


Pop Concert Experiences

Today, marketing communication cannot be based solely on information about the product, brand or service. To attract attention and establish a relationship with the consumer, it must give value, help...


Qualitative research at the Creation Center is adding long term strategic value through creating insights based future scenarios and ideating on new product and service concepts. these scenarios allow...


Getting to know Wonder Woman

How mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour is illuminated by allowing stories to unfold rather than pre-framing the context....


Self-ethnography for User Experience Design

An evolved approach to capturing and understanding consumer behaviour that utilises mobile and online tools in one project stream is demonstrated in this presentation. a meta-cognitive approach to...


A simple record or a whole new ball game?

We are all using more film/video in research. the backlash against long PowerPoint presentations means the increasing use of video clips to bring the findings to life, and the standalone five-minute...


Reality Check

With innovation, we often explore research concepts in research environments where real world context and time to think are often in short supply. this creates a situation where logic and the rational...


Writing Wikipedia

Wikipedia, the biggest (online) encyclopedia the world has ever seen, has an enormous impact on how information and knowledge is being codified, presented, and consumed today. thus, it is essential to...

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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.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

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