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...


1 Eureka Moment, 2 Famous Ads, 3 Reaps the Rewards

How 3 did it:If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame...


Watching the Devices

This paper will graphically demonstrate how we consume media in 2015, and how viewing on mobile devices has changed our relationship with programmes, and ads. By seeing how we watch and where we focus...


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...


Coming of Age on Screens

A thought provoking, multi-dimensional journey through the art of researching youth audiences on a global scale, from the challenges faced and the importance of well considered project design, to...


Modular Surveys for Agile Research Solutions

New sampling applications such as RDIT, Google Consumer Surveys and other DIY applications provide researchers with exciting opportunities to leverage agile market research solutions that go beyond...


When Should We Ask, When Should We Measure?

The market research industry has relied for so many years on a fundamental data collection tool: the questionnaire. Transition to online research has been done by adapting this old friend to the...


Leveraging Passively Monitored Communities for Ongoing Insight

Most current social media research is based on topics, not people. You don’t know WHO is doing the talking, so you don’t know WHAT is relevant to your target consumer or business...


Reel Happiness

Pearl & Dean face an ongoing challenge to demonstrate the effectiveness of cinema advertising to global brands, who are faced with a myriad of media channels competing for their spend. The cinema...


21st Century Woman: The Latin American Way

Only 23% of women across Latin America actively agree there are enough women on TV they can relate to. That's a shocking statistic and a stark demonstration of the need for research that explores and...

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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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