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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13.05.2014

Qualitative Insights On-The-Go

We’ll demonstrate how we conducted a mobile qualitative study across 10 Asian countries that allowed us to be with our participants during their working hours, a time of the day that is usually...


04.04.2014

Live Semiotics

Semiotics is constantly engaging with digital culture as it seeks to identify emergent codes in culture and communications. However, until now no one seems to have used, to a significant extent,...


24.03.2014

Silver Age in CEE

Česká spořitelna wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The...


20.11.2013

Breaking News from the BBC

BBC World Service and User Research Lab, in partnership with the Centre for Digital Cultures of Leuphana University, have developed a digital ethnographic global network that observes...


20.11.2013

What Do You Do When Your World is Turned Upside-Down?

A company marketed a product which had the highest volume of scripts in the Canadian prescription market for years, dominating its category. With post publication of safety concerns, promotion of the...


September 2013

Finding Gold in the Desert

In Latin America, many traditional firms still envision and reach consumers from emergent populations as if they were newcomers to the traditional middle class. Nonetheless, our research on lifestyle...


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...



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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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