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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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...


60 Years: Then and now

How Philips has evolved its market research practices over the last decades is explained in this presentation, using examples from the past to contrast with recent projects that illustrate some of the...


A Blueprint for Helping Customer Insight Professionals

This presentation provides a blueprint for the mindset needed by customer insight professionals faced with the challenge of understanding how global influences and local needs combine to shape...

September 2013

A Q New World

Qualitative. Quantitative. Two ‘Q’ words that have traditionally defined market research. As the marketing world evolves, a new industry vocabulary has emerged. Behavioural Economics,...


A roadmap for developing an integrated, audience-focused, market research-driven organisation

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization's focus on supply-chain management and the organizational structures...


A small rock holds back a great wave

This paper responds to the challenges of globalisation and the digital society by arguing that the problem for MR today is not that of too much change, but rather too little. In a world where data is...


Achieving a strategic, integrated approach to corporate reputation measurement

This paper focuses on an integrated and holistic approach to reputation management. This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key...


Actionable consumer insights

This presentation discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change. It explores the growing pressure...


All for one and one for all

Sustainability is the buzzword of the decade. Companies feel scrutinised for ‘ethical behaviour’ and feel compelled to act. General topics – like sustainability – are issues to...


Application of market research towards proactive customer relationship management

In today's economy, organizations looking to implement successful CRM (Customer Relationship Management) strategies need to focus on individualistic and personal views of the customer using...

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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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