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

Latin America Inside Out

In the past decade, Latin America has experienced a period of resurgence, with strong growth and improved social outcomes. This presentation comprises an analysis of the main implications of this...


04.04.2014

Kids of Today and Tomorrow

Research shapes our brands, inspires our content and helps us communicate with our audiences. Nickelodeon has undertaken the most detailed, far-reaching analysis to date of 9-14 year olds. Given the...


04.04.2014

Beyond Brand Tracking

Coca-Cola, as one of the global sponsors of the 2014 FIFA World Cup in Brazil, engaged in discussions with BrainJuicer to develop and implement a tool for the continuous tracking of their integrated...


04.04.2014

Leadership Imperative

Latin America is economically thriving, however the region misses a conceptual framework to organise business in the new economy. With a consumer confidence crisis eroding institutions and, and the...


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

Lessons from Don Quixote

Three experienced international qualitative practitioners (two from Germany and one from the UK) across two research agencies draw inspiration from a classic Spanish novel to put forward a...


20.11.2013

Why Ditching Depth is Dangerous

Qualitative research is one of the most effective ways of understanding the major issues facing society. However, in the race to generate instant insight and technological solutions, researchers are...


September 2013

Small Numbers, Big Insights

Thinking big does not have to involve researching large numbers of people or utilising the latest online techniques to quickly gather data. We posit that at a time of change in the industry there is...


September 2013

Communicating on Early Childhood Development

Designing communications campaigns in social marketing is a very complex endeavour. In our case, we sought to see how to communicate to parents of infants that they need to, and can do, more to ensure...


September 2013

A Whole New World

A group of citizens called “Khon Thai (Thai people)” have a passionate mission to promote a harmonious society and to raise the quality of life for the Thai people. Market research is...



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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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