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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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...


7.04.2013

Masculinity

A semiotic analysis and cultural exploration of masculinity in India.This presentation provides a comprehensive examination of the codes that have defined Indian masculinity over the ages - from...


7.04.2013

Screen Age

Cimigo conducted a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia. How are evolving screen-age lifestyles and emerging digital trends...


7.04.2013

The Brave New World

This presentation will explore the impact and growth of digital in Asia, by asking the following: Does digital lead to an incremental reach and synergistic impact versus other media channels? The...


7.04.2013

Tuning into TV Ads

It is increasingly recognised that emotional reactions drive advertising effectiveness. Yet, in Asia, use of scientific measurement techniques to assess such reactions has been limited. We report on 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.

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