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 membership@esomar.org.

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September 2013

Screen Life

"Everyone's doing it! Two screening, where we use a smartphone or tablet while watching TV, has become normal behaviour for many. Is it a threat or an opportunity for TV companies, programme makers...


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

Youth Mobile World!

New media have been widely credited with providing a forum for young people to voice their opinions. To understand why the new media are such a powerful draw, we conducted a mixed-method study among...


24.05.2013

Psychological Automotive Lifestyles

Within the scope of target group analysis, precise insights on the influence of cultural and lifestyle backgrounds are particularly valuable. Car ownership, body types and car brands have specific...


7.04.2013

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...


7.04.2013

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...


7.04.2013

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...


17.03.2013

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...


2020

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...


08.11.2012

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....



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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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