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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04.04.2014

From Colombia to the World

Via a case study, this session will examine the development process of an innovation concept of a Colombian Company that is now multi-LATAM. Lasante is developing innovation platforms for all Latin...


20.11.2013

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...


20.11.2013

What Do You Do When Your World is Turned Upside-Down?

A company marketed a product which had the highest volume of scripts in the Canadian prescription market for years, dominating its category. With post publication of safety concerns, promotion of the...


20.11.2013

Humanising Big Data

The challenge of bringing together two seemingly contrasting worlds of Big Data and Qualitative Analysis is the focus of this presentation, which examines how the Big Data world of size, dynamic data,...


20.11.2013

Qualitative Data, Integrative Frameworks, and the Prospect of Strategic Impact

The qualitative data landscape has shifted considerably. The relevance of traditional forms of qualitative research seems to be in decline; e.g., a number of large and leading client companies are...


20.11.2013

Using the Evidence

Traditional interviewing is heavily reliant on recall and reporting accuracy by a subject. New technology such as wearable lifelogging camera technology allows ethnographic information to be captured...


20.11.2013

The Next Big Thing

Quallies are always looking to increase their range of eclectic sources of inspiration, and that’s why we want to share our new tools and insights from the worlds of education, policing &...


20.11.2013

Insight Mining with Positive Psychology

Positive affect has been shown to increase creativity and problem-solving (Isen et al, 1987) and interventions developed from positive psychology, the scientific study of well-being, have been shown...


20.11.2013

Brief Encounters

"Faster, cheaper, slyer" sounds like the Olympic motto translated into current requirements for market research and is rooted in client demands as well as respondent capacities. How qualitative...


20.11.2013

Let's Go Game!

Gamification is normally associated with technological tools and there is little guidance on its use regarding face-to-face quali surveys. A comparative experiment with gamification versus the...



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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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