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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From Orkut to Instagram

A lot has been said and written about social media consumers, but few empirical longitudinal studies have been done on them in Latin America. Through this study, we will see how in the past three...


Twitter: The Motivation to Follow a Brand

The purpose of this research is to provide qualitative content analysis of motivation as a relevant category in the relationship between user and brand - in the Twitter context. One hundred Twitter...


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,...


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...


Creating a Sustainable Future for MROCs

Our industry has embraced MROCS as a new tool. Whereas most researchers still celebrate the richness this phenomenon offers, others are already pushing the "cost-efficiency" button to squeeze in as...


Freedom to Reveal or Freedom to Project?

How do our own and social media persona relate to our 'real selves'? Where does freedom to express our true selves become more an opportunity to project the person we've always wanted to be? The...

September 2013

Sustainable Research

Sustainability is at the top of all major companies’ agendas, yet it is an issue that tends to get siloed in research into research about sustainability or giving to charity. PepsiCo and MESH...

September 2013

The Art of Research

A picture shows at a glance what it takes a dozen pages of a book to expound. Working with pictures within market research presents its own challenges and opportunities. Experience the power of images...

September 2013

A New MR Mix for the New Age Information Ecosystem

This session presents a compelling case for reinventing market research content to be in tune with a world where consumers are constantly expressing their preferences and opinions through a myriad...

September 2013

The Sound of Big Data

This is a joint presentation between SoundCloud and their research agency, On Device Research, who specialise in mobile research. SoundCloud has an abundance of rich ‘big data’. To gain a...

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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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