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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Future-proofing a Tracking Study in Japan

Research should always be about putting the consumer at the centre of our thinking. Considering an acceleration of mobile platforms, now is the time to focus on developing "device-agnostic". In...


Chinese Gen Y: The Generation of Opportunities

This paper offers the key findings from a study done on Generation Y (born 1980 to 1990) in China, providing a close look at these new Chinese super consumers that shape the presence and the future of...


New Consumerism

The world is facing a power shift: emerging countries are affecting the way the people consume on a global level. This "new consumerism" has a direct impact on revenues, but there is no clear...


Illicit Trade

Despite the efforts of global organisations, governments and companies in controlling illicit trade, the phenomenon continues to be a latent threat for the global economy. According to the World...


Eat Fresh, Latin America!

Subway, the world's biggest restaurant company by number of outlets, is an excellent example of a successful regional expansion of an American company into Latin America. With more than 4,400...


“Triple E Brand Model”

Many companies measure brand health from awareness, image and loyalty. These three variables are measured over time, but they do not really help manage brand growth and its contribution to business....


Shaping the Future

Shaping the Future might at first glance seem to be a study of macroforces and trends. Nevertheless, its objectives were much more challenging.
We set ourselves the challenge not just of finding new...


INSIGHTS 2020 Driving Customer Centric Growth in LATAM

The purpose of this paper is to unveil a practical roadmap to Customer Centric growth and to decode the role of Insights & Analytics in driving this. The roadmap and role of Insights &...


Welcome to the Sensorium of WhatsApp

There is no 'sense' in data until it encompasses all senses of the consumer, there is no 'experience' as valuable as the one shared in real time by the consumer and there is no 'communication' as...


Makers Revolutionise Making

Based on ethnological research within the Berlin DIY scene, this study aims to throw light on the contemporary maker sub-culture. The trend of making has an impact on consumer culture: starting as a...

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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.

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