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 membership@esomar.org.

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19.05.2015

The Internet of Things Will Make the Connected Life a Reality

In "The Fearless CEO" issued by Hoggett Bowers, they quote the CEO of a global consumer food business. In response to the explosion in mobile media, technology and resultant changes in consumer and...


19.05.2015

Moving Boldly into the Future

Groundbreaking new agile research technology is allowing companies to conduct customer experience research up to 15-times faster, in just days or hours versus weeks or months, to drive much faster...


19.05.2015

5 Trends Shaping Customer Insights in 2020

On average marketers depend or rely on data for only 11% of all customer related decisions. Instead of basing decisions on data, marketers rely on previous experiences, intuition and their colleagues....


19.05.2015

Coca-Cola's Agile Research Adventure

This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing agile research solutions in Asia. It portrays the effort to realise the...


19.05.2015

The Emergence of I in Indonesia

This paper exmines if marketing, advertising and social media are encouraging more individualistic expression within Indonesia (which has been traditionally conformist and affiliative), and what this...


19.05.2015

Shedding the Chastity Belt

India has been a latecomer to the sexual revolution. It is only now that society and brands are having to acknowledge and respond to the Indian woman's demand for sexual equality and everything that...


19.05.2015

I Speak Therefore I Am?

Meet Zhang Wei, 44 year old Aussie accountant; Li Wei, 64 year old bookbinder from Singapore and Li Qiang, 24 year old graphic designer from Vancouver. More disparate people you couldn't imagine. They...


19.05.2015

Measuring Pricing Power of a Global Brand in an Asian Market

In a country of 1.2 billion people, where over 6 million small stores form the key distribution channel, magic price points, coinage, penetration packs and regional tastes determine pricing power....


19.05.2015

Spreading A Common Tongue

Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared...


19.05.2015

Discovering Brand Impact

The world creates 2.8 quintillion bytes of data per day from unstructured data sources like consumer complaints and feedback, text, messages, email and documents, survey and social media...



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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.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org