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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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...


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...

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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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