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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18.11.2015

When Joys of Consumption Have Shades of Grey?

Marketers and researchers at times tend to simplify assumptions about what really makes consumers motivated and happy. One of these assumptions is that people only want to experience positive emotions...


01.10.2015

Reliability and Predictive Validity in Consumer Neuroscience

Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share...


01.10.2015

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...


01.10.2015

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...


01.10.2015

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...


19.05.2015

Coca-Cola's Agile Research Adventure

This paper tells the story of Coca-Cola's partnership with ZappiStore and SSI and their successes and failures developing agile research solutions in Asia. It portrays the effort to realise the...


19.05.2015

The Emergence of I in Indonesia

This paper exmines if marketing, advertising and social media are encouraging more individualistic expression within Indonesia (which has been traditionally conformist and affiliative), and what this...


19.05.2015

Powerfully Passive

In our paper we willl describe the methodology/design to test the one-hour long TV program, the challenges in its operations, and also some of the findings - particularly the differences between the...


18.05.2015

Conceptual Closure

Recent studies examining memory encoding for continuous naturalistic events suggest that experiences are encoded in long-term memory (LTM) as segmented events and that this process of segmentation...


28.04.2015

The Bilingual Brain

Hispanic bilingual Millennials (Billennials) are an increasingly important consumer group. Defined by their ability to speak both English and Spanish, it is critical to understand the impact of...



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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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