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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June 2013


An essential question in innovation is how well the new product will be accepted by the customer once it is launched. Measures are needed to detect opportunities in early innovation stages and to move...


Semantic mining or what we can read between the lines

Semantic Mining provides an effective way of statistically detecting the hidden information in texts, namely to identify patterns and interrelations, peculiarities and the essence of qualitative...


The qualitative fingerprint!

This presentation illustrates a new way of engaging consumers in the product development process. With the help of innovative Web 2.0 techniques, new products are co-created WITH the consumer...


Joining the 4th dimension

Consumer Insights are the most important factors associated with effective product development. Qualitative research methods are well suited to understand the consumer, most importantly needs, dreams,...


Panel satisfaction index

Understanding online access panelists' motivation and satisfaction drivers is a key issue for panel owners to recruit and retain their survey participants.   This paper strives to provide a...


Mind voyager

Customer Insights before proceeding with product development or strategic planning are of key importance to brand and product managers. This paper describes a new research method utilizing the...


Anticipate - don't just react
Customer insights through trendsetter lifestyles in online research

This paper describes the development and validation of a trendsetter segmentation model which provides the measurement of willingness to innovate and the potential for interpersonal influence on basis...

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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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