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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Wearables: Putting the X-Factor Back into Qualitative Research

In 2013, ITV launched a brand new X-Factor app, creating a truly interactive, multi- screen experience by allowing audiences to be the ‘fifth judge’ and rate acts during the show. This...


Getting Close to Youth

Based on new qualitative research, workshops and Viacom insights from 10 West, North and Central European markets, discover the five key themes in the lives of Millennials and how to use them both in...


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...


'Power of Laughter'

The jury said: "The thoroughness of matching "old and new" and a very rigorous way to deal with very usual "factors."” This paper demonstrates inspiration in the following...


Multi-Device, Multi-Purpose, One Connected Consumer

AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada...


Usage of Smartphones in Shopping Malls

In an era where respondents are losing interest in surveys faster than ever before, research using a mobile app is an ideal research technology for engaging with people at the point of experience. By...


Mobile Research Goes to the Game

Imagine you are a sponsor of what is arguably the greatest rivalry in Australian sport, the State of Origin. You spend millions on ensuring your logo is visible - on the team jumpers, on the stadium...


From Orkut to Instagram

A lot has been said and written about social media consumers, but few empirical longitudinal studies have been done on them in Latin America. Through this study, we will see how in the past three...

September 2013

The Sound of Big Data

This is a joint presentation between SoundCloud and their research agency, On Device Research, who specialise in mobile research. SoundCloud has an abundance of rich ‘big data’. To gain a...

September 2013

Emotion and inspiration at the Van Gogh Museum

Emotion drives consumer behaviour and lies at the heart of consumers' brand decisions. This is a case study of a successfully executed research study on human and brand related emotions in a...

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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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