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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Uncompromising Intimacy: The Route to Transformational Ideas

This is a story of transformation, of a company set on transforming healthcare and research that focused on ‘uncompromising intimacy’ to deliver transformational insight. 23andMe is a...

September 2013

Research Fusion

Whilst developing economies continue to grow exponentially with greater access to technology and information, commonplace diseases remain a major cause of childhood mortality despite the presence of...

September 2013

How Does Your Cappuccino Feel?

This is a joint supplier/client case history which will discuss methodology and results, review the value of the research in terms of what it contributed to the Mane Flavour Company business and...

June 2013

Conflict Maps in Social Media

Many brands have entered the realm of social media as part of their marketing strategies. Nevertheless, on many occasions due to mishandling these interactions devolved into conflict which may scale...


Mint Innovations

in December 2010 Symrise was looking for new ideas and business opportunities for its Mint business line. Symrise decided to launch research on Mint with three key objectives: explore consumer...


From the Bottom of the Heart!

Homo sapiens' first attempts at passing information through time took the form of paintings. In India emotions speak louder than words. Words hold less meaning in such a culture and fewer ideas can...


Babyface: Reading Nonverbal Cues to Measure Infants' Acceptance of Food Products

Since infants cannot use scales to indicate how much they like something, mothers must use non-verbal cues to infer product acceptance or rejection. As an alternative to an expensive central location...


Blurring the boundaries between qual and quant

Conducting research in the high pace technology industry poses quite some challenges for the researcher. In order to cope with this, Acer let go of the traditional distinction between qualitative and...


Coffee mavens and the global search for the ultimate experience

This paper reviews the first marketing application of the use of coffee mavens, trusted expert coffee consumers willing to share knowledge and the first to pick up new trends. A worldwide online usage...


Skiing uphill

If you want to know where to go, then ski uphill. That way you are not following everyone else. This paper was born out of the belief that flavours could be considered differently in product...

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