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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Chinese Gen Y: The Generation of Opportunities

This paper offers the key findings from a study done on Generation Y (born 1980 to 1990) in China, providing a close look at these new Chinese super consumers that shape the presence and the future of...


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...


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...


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...


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...


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...


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...


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...

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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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