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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10.09.2014

The Way of Insight Beyond Technique

It is inspiring to experience the sudden appearance of a dazzling insight, the feeling of transcendence, and the magic of serendipity – even if it’s only for a fleeting moment. But this...


10.09.2014

Empowering a Community to Own the Future

This paper details a large-scale community consultation program that has informed The Queensland Plan: A 30 year vision for Queensland. This study engaged every State Member of Parliament, industry...


10.09.2014

Vision Y

In 2013, Luxottica decided to re-create its vision for the future through the eyes of Millennials. The company has undertaken a new approach using market research tools to create a more open-source...


13.05.2014

Does Facial Coding Generalize Across Cultures?

High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less...


13.05.2014

Bollywood Drama in the Research World

Researchers are forever looking for newer ways of engaging and understanding consumers. In this paper, I will be discussing how Dramaturgy, a concept borrowed from the study of theatre and introduced...


13.05.2014

Aspiring Global, Yet Staying True to Strong Cultural Foundations

The paper presents a case study using traditional and social media ethnography, to investigate Generation Z females in Jakarta. These 11-18 year old girls live in a changing world, with the influence...


13.05.2014

The Essence of Aroma

Research has shown that food choices made by an individual is a result of a complex interaction of a range of factors. Flavour preference, an expression of food choice, is an output of these...


13.05.2014

Mapping and interpreting socio-cultural change in urban India

As urban India continues to transform at a rapid pace, brands across categories seek to build relevance by positioning themselves on platforms linked to the new meanings and ways of being in a...


13.05.2014

Hijabin Indonesian Women & Beauty

Hijab adoption was on the rise in Indonesia with several women (across age groups) dawning the veil. With this change in dynamics, it was important understand if there was a need for PT L'Oreal to...


13.05.2014

Newsflash: Reaching Asia’s High Income Earners

This is a global research focusing on mobile news consumption amongst affluent/B2B news consumers. The content can be tailor made to focus on Asia (we survey 3 Asian countries: Singapore, Australia...



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