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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French Government: Nudge Me Tender

The jury said: "Excellent paper with immediate applications of the nudge design. Grounded in a solid business case with proven results and more to come.”   Ethnography lies at the...


Dancing 'Til We Drop: Global Ageing But Not As We Know It

In 2012, we teamed up to develop, operationalise and successfully test a new definition of age, “Perceived Age”. We showed age perception to be more predictive of consumer behaviour...


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...


Rowing Against the Tide or Surfing the New Wave?

How do we address the consumer’s research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of...


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...


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,...


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...


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...


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...

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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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