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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In a typical segmentation study, segments are identified that differ in terms of their needs, attitudes or behaviours. However, these segments rarely differ on demographic or firmographic variables...


Behavioural Economics Gets Real

So you've heard a lot of talk about behavioural economics, but ever wondered if anyone's really using it? Find out in this session how a $12 billion brand has put behavioural economics based research...


Best Practices with Content Marketing

Does content marketing work? And if so, why? This paper explores the evolving world of content marketing, including branded entertainment, native advertising, and custom newsroom programmes. Over the...


Measuring Pricing Power of a Global Brand in an Asian Market

In a country of 1.2 billion people, where over 6 million small stores form the key distribution channel, magic price points, coinage, penetration packs and regional tastes determine pricing power....


Escaping the Chains: How Our Unconscious Limits and Frees Us

Get inspired to transform how you do research with an interactive demonstration of how to access and alter the consumer's unconscious mind. The science behind many recent research innovations is based...



The traditional innovation process is staggered, comprising an initial product optimisation followed by messaging evaluation. Typically, product offers may be screened as they are moved from one stage...


Uncovering Hidden Triggers of User Generated Content Engagement

Social functionality has transformed the online news category. sharing via social networks and adding comments to articles creates a new dimension to how people experience current events. For example,...


The Difference Between 'less bad' and 'much better'

Conjoint analysis is one of the most important tools in market research, yet it neglects fundamental insights from ‘Behavioural Economics’: Hence, all conjoint results are subject to two...


A Changing Role of Agency

In China, the social welfare field is experiencing initial development and many domestic social welfare foundations and corporations lack experience in their brand propositions. This presentation...


Next Please - Online Game for Bank Tellers

Using the example of a research project for the CSOB, a leading Czech bank, this paper demonstrates how a research assignment can be turned into a highly useful, multi-purpose tool benefiting both the...

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