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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The Zero Moment of Memory

This one-of-a-kind research is truly thought-provoking and may change the way you use technology. This lively presentation based on client and agency dialogue will illustrate a combination of emerging...


Combining big data and mobile market research best practices

Combining both Big Data from the terabytes of browsing logs and mobile market research via mobile feature phones, Nokia’s consumer analytics has assembled an unprecedented view of browsing...


Multi-Device, Multi-Purpose, One Connected Consumer

AOL's multi-national research, completed in October 2013, uncovered the value of multiple screens for online content and advertising. The research was conducted among respondents in the US and Canada...


Mobile Behavioural Analytics

We look at two themes at the heart of marketing today − the need to work with “big data” and the need to better understand how and where mobile fits in. The mobile phone is central...


What do Wearable Devices Bring to Market Research?

Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a...


Qualitative Insights On-The-Go

We’ll demonstrate how we conducted a mobile qualitative study across 10 Asian countries that allowed us to be with our participants during their working hours, a time of the day that is usually...


Designing Bonsai Surveys

We are at a tipping point in online survey design as more and more people want to do surveys on mobile/tablet devices; and the Asian markets are leading the way. Up until recently our focus has been...



The traditional innovation process is staggered, comprising an initial product optimisation followed by messaging evaluation. Typically, product offers may be screened as they are moved from one stage...


Working on Sociocultural Dynamics and Customers' Segmentation from Local to Global

Instead of innovating for the sake of technology, PSA Peugot Citroën creates actively for local people so that they can feel great and live well indeed. Rather than an imperial or adaptive...


Eye in the Sky

This talk will showcase a research project on the use of satellite images to classify the rural-urban status of a survey area/region by the Nielsen Singapore Measurement Science Innovation Lab. We...

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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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