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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The Walking Z

Every generation writes their own story. Up-close and personal with GenerationZ! Winning young consumers when they have reached legal drinking age is of highest priority for AB-InBev. In order to...


A Debrief Through a Virtual Reality Window

In research a big part of our role is how we communicate findings. However the world of communication is rapidly changing, so, as researcher, we have to keep up and adapt the way we communicate. In...


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...


Gaining Marketing - Relevant Knowledge from Social Media Photos

The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also...


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...


The Joy of Research

Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a ‘glocal’ approach seems the natural way to go, in reality, mapping local regions and...


Enter the Experience Economy

While the ideal marketing research study drives change, only half of research studies succeed at that goal. Similar to guerilla marketing, the solutions often lie in unconventional and creative ways...


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....

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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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