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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Irish Cities Uncovered

As a global company, the Heineken portfolio (Sol, Desperadoes and Tiger) use mass communication channels. The danger of this strategy is that it ignores social and cultural diversity in locations...


The Chance of a Lifetime

What happens when a business hasn't shown either growth, or profit, for 10 years? This is the story of a business that was totally given up on. Teams working on it were busy trying to move to other...



Over the past 15 years, Brazil has seen the immersion of a gigantic consumer: the new middle class. Apart from the power of consumption, Brazilians have been building their identities as social...


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...


Dancing 'Til We Drop: Global Ageing But Not As We Know It

In 2012, we teamed up to develop, operationalise and successfully test a new definition of age, “Perceived Age”. We showed age perception to be more predictive of consumer behaviour...


Vision Y

In 2013, Luxottica decided to re-create its vision for the future through the eyes of Millennials. The company has undertaken a new approach using market research tools to create a more open-source...


Rowing Against the Tide or Surfing the New Wave?

How do we address the consumer’s research needs in emerging markets where the following hurdles are to be faced: rare, and multiple official languages; logistical difficulties; lack of...


Qualitative Insights On-The-Go

We’ll demonstrate how we conducted a mobile qualitative study across 10 Asian countries that allowed us to be with our participants during their working hours, a time of the day that is usually...


Live Semiotics

Semiotics is constantly engaging with digital culture as it seeks to identify emergent codes in culture and communications. However, until now no one seems to have used, to a significant extent,...


Silver Age in CEE

Česká spořitelna wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The...

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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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