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 membership@esomar.org.

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22.09.2016

NextGen

There are fascinating differences between emerging economies and developed ones in how people consume news – and for that matter the role news plays in their lives. Understanding these...


22.09.2016

Measuring the Effectiveness of Advertising

Consumers are not necessarily interested in most brands or ads. Usually they do not have time to reflect on what the ad means for them and the brand. This means that it is necessary to understand the...


22.09.2016

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...


22.09.2016

The World of Short Form Video for Post Millennials

Key trends in short form video viewing are reviewed in this paper, with predictions for how consumption will change among Post Millennials (under 16s) and the implications for broadcaster strategy....


19.05.2016

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...


19.05.2016

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...


19.05.2016

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...


19.05.2016

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...


04.2016

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...


04.2016

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...



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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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