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 Machine-Learning App for TV Show Acquisitions

As The Wall Street Journal reported last year, streaming services such as Netflix and a rise in original TV programming have impacted the once-lucrative syndication market. After taking major losses...


China's Mega-App As a Storytelling Medium

The widespread use of the phone app WeChat by Chinese consumers has created a unique form of digital communication in China. Psychologically, WeChat use has created a unique Chinese digital...


Steering Healthier Lifestyles

Few novels tell a novel story. Behavioural science can shine new light on the age-old stories of lived experience. Stories are as important as they ever were: they open the door into people's inner...


The Power of Reflective Content

James Dean and Justin Bieber have one thing in common - they captured the imagination of young people in their generations by tapping into identity crisis. While identity crisis itself is not new, the...


New Visions

Digitalisation, the rise of education as the most important weapon to compete in the modern world, have made quality vision key throughout all countries and all social classes. Luxottica could see a...


Kicking Refugees Was Just the Beginning: The European Refugee Crisis

2015 was a decisive year in Europe. Hundreds of thousands of refugees arrived from war-torn Syria and beyond, walking their way through the Balkans into the EU. The largest mass migration in Europe...


Leveraging and Empowering Cambodia’s Other Half

Gender inequality is a global issue, and of particular concern in Cambodia, but by how much? And how are gender dynamics changing, if at all, among younger cohorts? This study investigates the current...


Information Gaps

In working with UNICEF in Somalia and Sudan, we are often faced with questions of how. How do we go about informing our programming? How do we identify those most in need? How do we measure the...


Joining the Dots to Join Hands Across the Globe

Market research rightly strives for impact - not just delivering insight but real results. This need couldn't be sharper than when working with SURF, the Rwandan genocide Survivors Fund. ROI...


The World of Short Form Video for Post Millennials

Key trends in short form video viewing are reviewed in this paper, with predictions for how consumption will change among Post Millennials (under 16s) and the implications for broadcaster strategy....

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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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