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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When Joys of Consumption Have Shades of Grey?

Marketers and researchers at times tend to simplify assumptions about what really makes consumers motivated and happy. One of these assumptions is that people only want to experience positive emotions...


Has Customer Centricity Been Lacking Empathy All Along?

Finding synergies among primary research and big data can feel like a dance of north-seeking magnets. Big data tends to focus on correlation (what, where, who), whereas market research historically...


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...


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...


Comparing Apples to Pommes

B2B organisations are increasingly challenged with reaching a global and diverse target audience. In order for insights to be actionable across borders, researchers and marketers should be aware of...


Innovation in Customer Feedback

Air France KLM and TNS present the road taken to meet the high standards of modernity. Asking general satisfaction questions is no longer enough. After decades of satisfaction surveys, Air France KLM...


Inspiring Action at O2

O2/Telefonica showcase how developed a research-based system for improving customer experience, moving from a “rear-view mirror” to a dynamic system which inspires action throughout the...


French Government: Nudge Me Tender

The jury said: "Excellent paper with immediate applications of the nudge design. Grounded in a solid business case with proven results and more to come.”   Ethnography lies at the...

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...


Understanding the Customer with Analytical CRM

A big data era changes everything in the auto sector, from product design to product management, from sales to after sales. A business line has developed in Chinese auto OEMs: data generation, data...

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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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