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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Taking Games Seriously

This paper will examine new enabling tools in the manner of games that can be used to convert and enrich the conventional focus group discussion. This shall be demonstrated using a couple of case...


How to Enter in a Highly Competitive Environment Without Sinking

This paper outlines the power of methodological integration as a journey to new findings - allowing business inquiries to be properly addressed. Through this case we prove the efficiency of an...


Entertainment Landscape Across Generations in Latin America

Technology has changed how people access entertainment, education, and information at such a fast pace that change has become the new normal, making innovation necessary for relevance and survival....


New Frontiers of Qualitative Research

With breakthrough thinking emerging across the behavioural sciences, we have so much more insight today about human behavior than ever before. As qualitative researchers, who seek to explore and...


When Insights from Pain and Adversity can Lead to Positive Transformation

In this paper, we will explore the application of the framework of post-traumatic growth, to develop insights and support concepts for people suffering from chronic pain. We will share general...


A Funny Thing Happened on the Way to Our Insights

How do we confront the unexpected? Sometimes on the road to the final report, we encounter surprise insights that speak to an entirely different set of business issues, and we are forced to choose...


The Changing Role of Money

It's a Brave New World for financial services. Managing and moving money should be a right, not a privilege. That's one of the hallmarks of PayPal's inclusive and progressive vision. To help us bring...


Leading Leaders: The Often Forgotten Power of Qualitative Research

Business management, strategy development and corporate leadership are rational decisions or behaviors. They aim at maximizing companies' revenues and profits and are based on numbers and quantified...


Like, Share & Retweet

In 2014, Shell commissioned BAMM to conduct exploratory research to understand the complex interplay between the environment, customers and staff of Shell stations across the globe. BAMM carried out...


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...

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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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