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 membership@esomar.org.

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10.09.2014

Going to the Edges for Inspiration

It seems counter-intuitive to go to the extremes to find insights that are relevant to the masses. But in this paper, we demonstrate the value of doing just that. We show how people with more intense...


10.09.2014

Research That Sparks

For research to be inspiring, it shouldn’t only be relevant, but also something that sparks motivation for people to act. In our search for more inspirational research, we decided to start from...


10.09.2014

Insights that Bring Brands A.L.I.V.E.

In 2013 Pernod Ricard embarked upon a journey to implement a highly actionable approach to insights, framed in the spirit of the company’s belief in building “passion” brands with...


10.09.2014

What Inspires The Curious Generation

For a research to be truly successful, it is imperative to have respondents who are inspired to participate. We detail our approach that took previous learning into consideration to design a new and...


10.09.2014

How Success Stories from the Past can Inspire Future Innovation

Often enough companies are focusing on launching tactical, uninspired, no-risk and no-reward new products and line-extensions instead of thinking ahead to generate breakthrough big initiatives that...


10.09.2014

Nature vs. Nurture: Can You Change Your Innovation's Destiny?

When it comes to innovation, what side of the nature vs. nurture debate are you on? While some marketers – like the late Steve Jobs – believe that a new product idea is either good or bad...


10.09.2014

Creating an Inspirational Environment in B2B

This paper offers a hybrid analogy study showing how other business areas inspire product development for dental cementation. First, we used social media for a process of worldwide brainstorming with...


10.09.2014

Make Your Stakeholders Smarter

The jury said: "Another important topic, especially client side, to ensure that the insights are fully leveraged.”   How do we make our stakeholders smarter? This is the key question...


10.09.2014

Games as an Emotionally Driven Experience

Games are emotionally driven experiences. Immersion theory states that game elements such as narrative determine whether or not players commit emotionally to the game world. Conversely, flow theory...


10.09.2014

'Power of Laughter'

The jury said: "The thoroughness of matching "old and new" and a very rigorous way to deal with very usual "factors."”   This paper demonstrates inspiration in the following...



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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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