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 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...


Adding the Sparkle to Immersion Research

The Listening Project, a collaborative immersion project, enabled multiple clients to gain a holistic understanding of their customers. Qualitative data was collected in ethnographic interviews,...


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...


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...


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...


The Chance of a Lifetime

What happens when a business hasn't shown either growth, or profit, for 10 years? This is the story of a business that was totally given up on. Teams working on it were busy trying to move to other...



Over the past 15 years, Brazil has seen the immersion of a gigantic consumer: the new middle class. Apart from the power of consumption, Brazilians have been building their identities as social...


French Government: Nudge Me Tender

The jury said: "Excellent paper with immediate applications of the nudge design. Grounded in a solid business case with proven results and more to come.”   Ethnography lies at the...


Dancing 'Til We Drop: Global Ageing But Not As We Know It

In 2012, we teamed up to develop, operationalise and successfully test a new definition of age, “Perceived Age”. We showed age perception to be more predictive of consumer behaviour...


Vision Y

In 2013, Luxottica decided to re-create its vision for the future through the eyes of Millennials. The company has undertaken a new approach using market research tools to create a more open-source...

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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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