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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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...


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...


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...


The Fascinating (and Frightening) new Multiscreen Consumer

Attention is becoming one of the most valued assets in the media industry. Although multiscreen may be considered a relatively new phenomenon; it is fast-growing and already mobilising all relevant...


Mobile Behavioural Analytics

We look at two themes at the heart of marketing today − the need to work with “big data” and the need to better understand how and where mobile fits in. The mobile phone is central...


What do Wearable Devices Bring to Market Research?

Are wearable devices like Google Glass viable alternatives to mobile handsets for market research? Our emphasis is on image capture for diary and journal studies where handsets deliver a...


Digital and Social Advertising Effectiveness for Business

Many developing Asian economies still question the efficacy of digital and social media. Conventional offline media is the preferred advertising choice because of its higher penetration and legacy....


Breaking News from the BBC

BBC World Service and User Research Lab, in partnership with the Centre for Digital Cultures of Leuphana University, have developed a digital ethnographic global network that observes...

September 2013

Standardising Touchpoint Analysis

Today, an increasing number of touchpoints compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for...

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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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