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 Power of the Oblique

Championing the oblique approach to insight socialisation, this paper explores how Northstar and Jaguar Land Rover use innovative methods to ensure that research is truly heard and remembered. It...


Goodbye Big Data, Hello Big Stories

For centuries, stories have been the most powerful way for people to understand their place in the world. In an era of big data, this is still true. In fact, stories are more important than ever. Data...


When You Can Smell the Feel and Touch the Colour

This paper experiments with a completely out of the box methodology to help innovation labs get better inputs in product development – unbiased, more discriminating. Innovation teams need help...


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...


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...


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...


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...


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...


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...


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...

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