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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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...


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...


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...


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...


The Scope Method

There is no going back to a time when brands had total control over what was said about them. But with 'Scope' it is possible to have a clear view of the path they are outlining, the obstacles ahead...


Mobile Research Goes to the Game

Imagine you are a sponsor of what is arguably the greatest rivalry in Australian sport, the State of Origin. You spend millions on ensuring your logo is visible - on the team jumpers, on the stadium...


Does Facial Coding Generalize Across Cultures?

High growth Asian markets present huge opportunities for advertising and marketing industries. Self-report tools that have been validated over thousands of ads in western markets are useful, but less...


Newsflash: Reaching Asia’s High Income Earners

This is a global research focusing on mobile news consumption amongst affluent/B2B news consumers. The content can be tailor made to focus on Asia (we survey 3 Asian countries: Singapore, Australia...


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....

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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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