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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Analysing the impact of a controversial cartoon

The paper describes a qualitative study of ethnic and Muslim Danes’ values, including how the two cultural groups see and expect to be seen by each other. The research focuses on intercultural...


Arbiters of meaning

This presentation outlines the findings of a small scale research project charged with exploring the role of the simultaneous translator or interpreter in the international research process,...


Asking consumers what they want when they don't know the answer

This paper argues that new product development research requires a very different approach where the technology being tested involves a change in mindset. It uses the example of a concept test for a...


Aspiration and value

The paper describes the birth of a new research methodology developed by Reperes with their client Moet Hennessy. It follows the development of an original research approach for measuring the equity...


Axe 'Click'

The paper explores how the global communication campaign for the 2006 Axe variant 'Click' was researched using evolutionary insights as a foundation. A multi-layered approach comprising...


Behind the Curtain

Once upon a (not very distant) time, the basic parameters on which daily life was founded were more stable. Institutions furnished more defined identities, offered clear models to follow, the road...


Beyond the patient

This paper is based upon the research findings of an independent study carried out to investigate the world of the modern healthcare consumer. Taking chronic back pain as an example condition, this...


Blurring the boundaries between qual and quant

Conducting research in the high pace technology industry poses quite some challenges for the researcher. In order to cope with this, Acer let go of the traditional distinction between qualitative and...


Bottom of the pyramid

Low income consumers, the largest and fastest growing market, are the new frontier for the corporate world. Most low income tourists travel by bus and take their trips with family or friends. Travel...


Brand Knowledge

This paper addresses the challenge some automotive manufacturers face in building brand knowledge and identifies ways of overcoming this hurdle. Brand knowledge (familiarity) is frequently measured...

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