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 membership@esomar.org.

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18.11.2015

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...


18.11.2015

How We Became Curators of Cool

We dare you to join us for a deep dive into the spirit of youth, the new ball game that the young creative forefront has created and how this will influence ways of doing research. Our presentation...


18.11.2015

Too Much Genius, Not Enough Wisdom

Three experienced researchers - one from a major UK client and two from the supply side - COLLABORATE to argue we are entering a post quantitative world, a world in which the skills of qualitative...


18.11.2015

Adding the Sparkle to Immersion Research

The Listening Project, a collaborative immersion project, enabled multiple clients to gain a holistic understanding of their customers. Qualitative data was collected in ethnographic interviews,...


18.11.2015

Nothing Else Matters

Clients love qualitative researchers for one very strong reason. Underneath the sheen of being complex data guzzlers, we love simplicity. For all the emphasis on big data and the complicated web of...


18.11.2015

When Joys of Consumption Have Shades of Grey?

Marketers and researchers at times tend to simplify assumptions about what really makes consumers motivated and happy. One of these assumptions is that people only want to experience positive emotions...


18.11.2015

Project 72

The demographics of the Las Vegas visitor are rapidly changing. The new Vegas has wide appeal to the Millennial market, who do not exhibit the same in-situ behaviour as other segments. With 8 resident...


18.11.2015

The Karma of Give & Take

Powerful forces of culture can impact the adoption of the modern notion of e-commerce. In India, myths that date back a thousand years still affect the psyche in relation to e-commerce. It would be...


18.11.2015

Mandala to Metamorphosis

The world of research and strategy is ever evolving. By learning to embrace this state of flux, researchers can move forward powerfully while staying grounded at their core, both personally and...


01.10.2015

Leveraging Qualitative for Indigenous Innovations

Global Corporates have strong innovation protocols around quantitative product testing but most typically do not mandate qualitative work. During this presentation we will talk about how to innovate...



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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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