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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Opening your Mind

Open-ended feedback is often overlooked in survey design; however, social media and big data have transformed the way textual analysis is viewed. Taking inspiration from this the presenters have...


Decomposing Pinterest Virality

2013 saw Pinterest grow explosively and quickly solidify its place as one of the most visited social networks. Despite this, relatively little comprehensive research has been done to understand why...


Extracting Consumer Insights from Search Engine Queries

We can learn from people’s search (engine) behavior patterns. Indeed, by analyzing what Internet users look for in search engines, it is possible to understand the way they verbalize their...


How to Measure User Experience

Usability is no longer enough to explain the value of interaction with technical systems. An efficient, effective and satisfactory attainment of targets is no longer sufficient to explain why certain...

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...

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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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