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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New Frontiers of Qualitative Research

With breakthrough thinking emerging across the behavioural sciences, we have so much more insight today about human behavior than ever before. As qualitative researchers, who seek to explore and...


When Insights from Pain and Adversity can Lead to Positive Transformation

In this paper, we will explore the application of the framework of post-traumatic growth, to develop insights and support concepts for people suffering from chronic pain. We will share general...


A Funny Thing Happened on the Way to Our Insights

How do we confront the unexpected? Sometimes on the road to the final report, we encounter surprise insights that speak to an entirely different set of business issues, and we are forced to choose...


The Changing Role of Money

It's a Brave New World for financial services. Managing and moving money should be a right, not a privilege. That's one of the hallmarks of PayPal's inclusive and progressive vision. To help us bring...


Leading Leaders: The Often Forgotten Power of Qualitative Research

Business management, strategy development and corporate leadership are rational decisions or behaviors. They aim at maximizing companies' revenues and profits and are based on numbers and quantified...


Like, Share & Retweet

In 2014, Shell commissioned BAMM to conduct exploratory research to understand the complex interplay between the environment, customers and staff of Shell stations across the globe. BAMM carried out...


Understanding Women

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them...


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...

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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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