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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June 2013

Digital Research Practices from 500,000 Marketers

For the past two years MixRank has been building the world’s largest database of digital advertisers. By analyzing the websites of more than 500,000 digital advertisers with sophisticated data...

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...


Holland 2.0

In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies. equally, we as...


Why Social Commerce Engines Will Power Next-Gen Market Research

The maturation of online social commerce has opened the door to a new type of market research. This new form is rooted in the fluid world of social engagement, where customer product experience proves...


Bridging the gap

A new insight framework based on four distinctive but overlapping types of insight: “discovery” insights, “predictive” insights, “explanatory” insights and...


The Rosetta Stone meets Foucault

The fastest growing source of data is the unstructured voices of nearly two billion people speaking in social media. Traditional quant is too crude, while traditional qual is swamped. This...


Tell me what you want, what you really, really want

This paper teaches how to generate the social media researchresults you desire regardless of what the true results are. It will showhow to gather social media data from the internet using...


The earthquake and tsunami in Japan

Changes in consumer values after a major event have beenassessed by traditional polls, but these traditional polls aresignificantly limited to be applied retroactively. The authorscarried out a survey...


How fans become shapers of an ice-cream brand

Stimulated by the rise of social media, ‘conversational marketing’ techniques have gained tremendous importance - a paradigm shift in the way we think about marketing and marketing...


Designing relevance

The work carried out by Face and Nokia within the Relevance Programme is described in this paper. The authors show how a complex organization can respond to the challenges of rapid exponential change...

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