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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19.05.2016

A Mobile Discovery to Reveal the Passions of Chinese Youth

ABInBev China commissioned MobileMeasure (MM) Consulting to understand the new age connected youth and their passions. They wanted to discover the existing and emerging target market segments in China...


19.05.2016

Improving the Return on Insights

The drive for - insights into action - in companies has empowered workers/employees to co-create plans into real "action" every single day. In order to do that within our organisation, we created an...


19.05.2016

Social Marketing Campaigns, Inequality and Materialism

This research is expected to provide valid and reliable constructions and methods regarding the factors behind the intention to participate in social marketing campaigns. The presentation also hopes...


04.2016

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...


04.2016

Behind the Curtain

Once upon a (not very distant) time, the basic parameters on which daily life was founded were more stable. Institutions furnished more defined identities, offered clear models to follow, the road...


04.2016

The New (New) Social TV Revolution

This research shows the importance of combining new methods (passive measurement multi-platform), together with classical surveys, to outline that today, internet measurement has a very high error on...


04.2016

Mobile Technology

Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional...


04.2016

The Latinas’ Beauty Bag

An intrinsic part of branding is the need for emotional connections with target consumers. This is intensified when it comes to the beauty and personal care categories (like make-up), since many women...


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...



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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.

For further information about publications contact ESOMAR Publications Services:
publications@esomar.org