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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2x the Impact at 1/2 the Time and 1/2 the Cost?

Twice the impact + half the time + half the cost. This is the new equation for market research post-crisis, faced with agile new competitors and obliged to defend its value in the Boardroom.How did we...


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...


Design empowered innovation

How marketing organisations can innovate better by enriching traditional expertise with tools from the world of design will be reviewed in this presentation. By focusing on individuals, moments and...


Cutting the insight loss

If you are part of a client-based insights' team, have you ever asked yourself how many insights you have generated in the last twelve months? Or if a colleague asked you to give them a list of those...


Windows on the world

This paper is based on research conducted by Hennessy amongst its consumers, using internet-based ethnographic techniques. The results are based on a quantitative and qualitative assessment of over...


Qualitative research. The glue for fragmented brands?

This presentation aims at demonstrating that qualitative research is a powerful tool when a brand is faced with the complexity of differing markets. It starts with the presentation of the current...

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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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