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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"So many different suns"

How do you position a brand to consumers in emerging markets that is both affordable and desirable? Can a low priced brand be aspirational? What creates “star” brands at all market levels?...


Too much reality?

The prevailing celebration of technology-enabled access to “raw” consumer realities is challenged in this presentation. While acknowledging the many benefits that video-ethnography and...


Insight Simplicity

Striving for simplicity itself is nothing new. However, what has changed is the level of distraction in the current age. Within this context it is now difficult for decision makers to see the...


Of heads and hearts and cultures apart!

Culture, as we all know (sometimes rather disastrously!), is a powerful mediator across a range of marketing activities. The aim of this paper is to present thoughts on enhancing communication...


Scalpel or hand grenade?

The market research industry spends a great deal of time and effort to understand how their clients’ consumers make decisions – what needs their clients’ products satisfy, what...


Making global innovation work for global companies

While there is a significant body of research on the organizational climate that is conducive to innovation, most of this research has a strong 'western' bias, concept, practice or culture. How much...


Unravelling the diversity of the Indian market

India is, unequivocally, a diverse country. This paper takes a geographic zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most...


Tomorrow is a new consumer!

The world is looking intensely at Asia today, as it moves rapidly towards becoming not only the world's largest producer and consumer, but also the largest productive workforce. Marketers and policy...


Lasting liaisons

The consumer-brand bond has long been of great interest to marketers, and continues to attract much attention and study. This paper addresses some of the misconceptions/gaps the authors have...


Boardrooms in bathrooms

The premise of this presentation is that understanding the leaders of the client community and obtaining their endorsement and accolades is necessary for market research to come out of the shadow...

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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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