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...


How to Save Two Industries and Make a Little Money

Digital Segment Targeting is the name we give to a new set of techniques that involve scaling up attitudinal data via lookalike modelling to identify a large constituency within the general population...


Bringing Mindfulness into Micro Moments

In an ideal world, we would all be mindful every moment of our lives & keep track of exactly how we feel and what we are thinking. However, about 47% of our waking hours are spent thinking about...


Indonesia's New Path to Purchase and it's All Mobile

In our presentation we'll demonstrate how we conducted a detailed consumer study using an approach of combined passive monitoring as well as active surveys, yielded richer insights into the Indonesian...


Recall or Re-enact?

How much of a role does the search engine play in the online purchasing journey? What about social media, cyber influencers, and the e-commerce sites? As part of HP's pursuit to understand the...


Revolutionising Asia

With social media evolving ever more rapidly, influencing the way people communicate and business operates - the need to understand the emerging trends revolutionising social media, particularly in...


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...

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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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