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

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...


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

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...


13.05.2014

Digital and Social Advertising Effectiveness for Business

Many developing Asian economies still question the efficacy of digital and social media. Conventional offline media is the preferred advertising choice because of its higher penetration and legacy....


04.04.2014

Beyond Brand Tracking

Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated...


September 2013

Do Emotions in Advertising Drive Sales?

Ads that evoke emotions keep us entertained and are more memorable, but do they really drive product sales? To answer this question, we use facial coding to quantitatively measure people’s tacit...


September 2013

Standardising Touchpoint Analysis

Today, an increasing number of touchpoints compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for...


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

The Effect of Engagement with Social Media on Purchase Behaviors

This presentation reviews how a different form of engagement with the Air Miles Facebook page and their own social media site affects future purchase behaviors. Engagement includes a hierarchy from...



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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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