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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06.11.2012

Uncovering Hidden Triggers of User Generated Content Engagement

Social functionality has transformed the online news category. sharing via social networks and adding comments to articles creates a new dimension to how people experience current events. For example,...


13.09.2012

The Difference Between 'less bad' and 'much better'

Conjoint analysis is one of the most important tools in market research, yet it neglects fundamental insights from ‘Behavioural Economics’: Hence, all conjoint results are subject to two...


17.04.2012

A Changing Role of Agency

In China, the social welfare field is experiencing initial development and many domestic social welfare foundations and corporations lack experience in their brand propositions. This presentation...


26.03.2012

Next Please - Online Game for Bank Tellers

Using the example of a research project for the CSOB, a leading Czech bank, this paper demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the...


18.09.2011

Evolving better concepts

Monadic concept testing is an essential tool in phase gate processes to weed out risky product launches. As an optimization tool, however, it suffers from measurement error, poor discrimination, and...


15.09.2010

License to peek?

Privacy and data protection are assessed from a historical perspective through to the present in this paper. The authors address observable trends, developments and novel platforms that starkly...


15.09.2010

Pricing beyond the Homo Oeconomicus

Price optimisation is the most efficient lever to maximize profits but all classical price research tools fail to deliver optimal results as they still assume consumers to behave like a “Homo...


07.05.09

The French experience

The cross-media audience measurement has been operational in France since December 2008. This new tool requested by the French media market is an innovative approach to quantify the media brand...


07.05.09

TV Consumption is growing

Over the last 10 years, it has been said that TV consumption is decreasing under the development of the Internet around the world. EurodataTV Worldwide, the only database gathering TV ratings from 80...


24.10.2008

Collaborative panel management

Sophisticated choice tasks have helped bridge the gap between expensive (and realistic) revealed preference models and less expensive (but less realistic) stated preference models. Our presentation...



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