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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Welcome To The Club

Objectivity is the human condition's main mechanism for deciphering the truth and our industry's golden rule. However, is the traditional paradigm of objectivity obstructing our ability to uncover...


Diamonds or Dust

Indian FMCG's checkered innovation record of 23 proven successes out of 16,914 new launches in 2012 piqued our interest here at Nestlé India. An examination of what it takes to win at...


Co-Design! Zero to Final Specification in Three Days

Sensory cues provide the basis for understanding how to design and develop products to achieve harmony with the brand promise. Traditional research techniques focus on maximising purchase interest,...


The Future Fan

A colourful and thought provoking study on why people become fans, and the social and cultural currency to be gained from fandom, 'The Future Fan' project maps three stages in the evolution of the...


Thirsty Work

The research showed that well-rehearsed 'patterns' of service in the channels explored tend to inhibit the desire to seek out something new when deciding on cold drinks, and they tend to result in...


Leveraging Qualitative for Indigenous Innovations

Global Corporates have strong innovation protocols around quantitative product testing but most typically do not mandate qualitative work. During this presentation we will talk about how to innovate...


Police Methods in the Supermarket

The Cognitive Interview is a qualitative interviewing technique derived from forensic police methods for eyewitness interrogations. Our presentation explains how this technique can add value to market...


How Success Stories from the Past can Inspire Future Innovation

Often enough companies are focusing on launching tactical, uninspired, no-risk and no-reward new products and line-extensions instead of thinking ahead to generate breakthrough big initiatives that...


A Disruptive Value Proposition

This case study presents the concept and operational results of a disruptive methodology launched in France in 2013, in which data collection for market research is embedded in a general ecosystem...


How to Measure User Experience

Usability is no longer enough to explain the value of interaction with technical systems. An efficient, effective and satisfactory attainment of targets is no longer sufficient to explain why certain...

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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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