Research Papers

List of publications
Visual Description
Visual Description

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

EUR 15.00
Members: EUR 12.00

Advanced Search

By Research process   By Industry
By Media   By Region
By Author   By Trends
By Country   By Keyword
By Professional Standard   By Conference
Case study   By Date

Your results Back

Sort by: date | Name


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...


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...


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...


Understanding Women

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them...


Contextual Actions Speak Louder than Words

Context is everything! The impact of context on human behaviour has been widely demonstrated in numerous experiments, both academic and marketing related. People don’t always do what they say...


TV Re[defined]

In a short span of time, TV content has become available anytime and anywhere, opening up endless opportunities for viewing. Both rapidly and radically, we have seen TV redefined. In the midst of all...


Irish Cities Uncovered

As a global company, the Heineken portfolio (Sol, Desperadoes and Tiger) use mass communication channels. The danger of this strategy is that it ignores social and cultural diversity in locations...



What will research look like in 2020 and beyond? Let us take you through a day in the life of a GenZ researcher. This future generation will not only be your newest consumer, but they will also...


The Emergence of I in Indonesia

This paper exmines if marketing, advertising and social media are encouraging more individualistic expression within Indonesia (which has been traditionally conformist and affiliative), and what this...


Shedding the Chastity Belt

India has been a latecomer to the sexual revolution. It is only now that society and brands are having to acknowledge and respond to the Indian woman's demand for sexual equality and everything that...

Results 1-10 of 134 | Next Page | Last Page

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
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 Customer Service: