Research Papers

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ESOMAR's Research Papers are conference presentations from world's leading marketing, advertising and market research professionals.
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September 2013

A 4-Dimensional View of the Digitally Engaged Consumer

The evolution of technology has fundamentally shifted the position of the consumer. It’s no longer about marketers talking at customers, but rather about customers choosing how and when to...

September 2013

Measuring Up

It’s been said that goldfish have an attention span of only a few seconds and that human beings are swiftly swimming down the same path. For market researchers, this trend must be addressed from...

June 2013

Mobilizing your Branded Panel

Multi-modal surveys with a smartphone option are quickly becoming a necessity for proprietary consumer-facing panels. Mobile presents the opportunity to reach and engage more and better panelists, and...


Understanding the Complexity of Varied Devices for Taking Surveys

What happens when different devices are used to access and complete online surveys is examined in this presentation. as smart phones and tablets become increasingly popular, respondents are attempting...


The Kids Are Alright!

Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely...


Mobile - The Future of Marketing in Asia Pacific

Once online, digital becomes the medium relied upon most. In Asia Pacific, the future of digital is very much mobile, although this role in consumers’ lives is changing. The presentation is...


Bringing Mobile to Real Research

Mobile phones are now so deeply embedded into our social lives that it is almost impossible for us to clearly distinguish our mobile media usage from any other media usage in our everyday lives. This...


How far is too far

This paper takes a quantitative approach to investigating the role of how the various interfaces available to us (Traditional, Flash and Gamification) resonate with online panellists. Most...


Predictability of movie box office based on trailer testing



Crowd interpretation

Research is becoming increasingly a commodity. We see a trend towards DIY research on the client side. Researchers are no longer in the business of data collection or analysis only. The researcher of...

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