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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Social Media Research & B2B Audiences

It is argued that Social Media (SM) based research gets closer to real people and that conversations are more honest/transparent than those generated via the old regime of surveys/ focus groups - it's...


Tracking the Footprint of the Digital Consumer

The explosion of new technology not only created new paradigm in the way we communicate, but has also altered our lifestyles and opened up a lot of new possibilities to those of us who would have...


Opening your Mind

Open-ended feedback is often overlooked in survey design; however, social media and big data have transformed the way textual analysis is viewed. Taking inspiration from this the presenters have...


I Will Tell You What They Want, What They Really Really Want

A serious weakness of social listening research is that it is only good at measuring what we already have in our hands. But is that true? Listening research gives us unprecedented access to hundreds...


Decomposing Pinterest Virality

2013 saw Pinterest grow explosively and quickly solidify its place as one of the most visited social networks. Despite this, relatively little comprehensive research has been done to understand why...


How to Measure User Experience

Usability is no longer enough to explain the value of interaction with technical systems. An efficient, effective and satisfactory attainment of targets is no longer sufficient to explain why certain...


Aspiring Global, Yet Staying True to Strong Cultural Foundations

The paper presents a case study using traditional and social media ethnography, to investigate Generation Z females in Jakarta. These 11-18 year old girls live in a changing world, with the influence...


Running Research Communities in Asian Markets

Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative...


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...

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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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