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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A Butterfly's Wings: From Chaos to Opportunity

Today’s consumer juggles multiple devices and uses a diverse set of apps and services, spanning categories and brands, across work and life. Traditional ways of understanding consumer dynamics...


Has Customer Centricity Been Lacking Empathy All Along?

Finding synergies among primary research and big data can feel like a dance of north-seeking magnets. Big data tends to focus on correlation (what, where, who), whereas market research historically...


Impact with a Twist...or the Winded Path from Insight to Action

Expect an epic Irish story involving Bord Bia (the Irish Food Board), Origin Green (sustainability initiative) and Brand Ireland (nation branding initiative) – supported by a multitude of actors...


20:20:20 — 20 predictions for 2020

20:20:20, provocative theories that create real controversy! This research presents some of the latest thinking surrounding our ever-changing industry. There’s something for everyone in this...


Turning Shopper Insights into Company-wide Memes

Impact is the name of the game in market research. There are two critical success factors to activate an organisation with the outcome of research: a co-creative platform where employees can interact...


Best Practices with Content Marketing

Does content marketing work? And if so, why? This paper explores the evolving world of content marketing, including branded entertainment, native advertising, and custom newsroom programmes. Over the...


Moving Boldly into the Future

Groundbreaking new agile research technology is allowing companies to conduct customer experience research up to 15-times faster, in just days or hours versus weeks or months, to drive much faster...


100 Days in our Energy

Having redefined its values, YPF, the national energy provider of Argentina had to create a brand architecture coherent with its long history.
 BMC and its research through qualitative methods...


Social Media Research & B2B Audiences

It is argued that Social Media (SM) based research gets closer to real people and that conversations are more honest/transparent than those generated via the old regime of surveys/ focus groups - it's...


Comparing Apples to Pommes

B2B organisations are increasingly challenged with reaching a global and diverse target audience. In order for insights to be actionable across borders, researchers and marketers should be aware of...

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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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