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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Social Marketing Campaigns, Inequality and Materialism

This research is expected to provide valid and reliable constructions and methods regarding the factors behind the intention to participate in social marketing campaigns. The presentation also hopes...


Recall or Re-enact?

How much of a role does the search engine play in the online purchasing journey? What about social media, cyber influencers, and the e-commerce sites? As part of HP's pursuit to understand the...


Authentic Amplification or Echo Chamber?

It's not an 'attention economy' we live in, it's an 'engagement economy'. Engagement is what leads to impact on brand perceptions, yet most brands are still aiming for 'likes' and 'shares' in their...


The Science of Engagement

How do consumers interact with different forms of news content online? How engaged are users to various forms of Native content, which is now an $8 billion industry? Does the same piece of content...


The New (New) Social TV Revolution

This research shows the importance of combining new methods (passive measurement multi-platform), together with classical surveys, to outline that today, internet measurement has a very high error on...


Engagement on a Tightrope

Venezuela is currently facing curtailed freedom of speech, human rights violations, shortages of essential goods, and ongoing public unrest is under debate, so independent and objective information is...


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...

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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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