Research Papers

List of publications
Visual Description
Visual Description

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

EUR 15.00
Members: EUR 12.00

Advanced Search

By Research process   By Industry
By Media   By Region
By Author   By Trends
By Country   By Keyword
By Professional Standard   By Conference
Case study   By Date

Your results Back

Sort by: date | Name


Too Much Genius, Not Enough Wisdom

Three experienced researchers - one from a major UK client and two from the supply side - COLLABORATE to argue we are entering a post quantitative world, a world in which the skills of qualitative...


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...


Evolving better concepts

Monadic concept testing is an essential tool in phase gate processes to weed out risky product launches. As an optimization tool, however, it suffers from measurement error, poor discrimination, and...

Results 1-10 of 276 | Next Page | Last Page

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
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.

For further information about publications contact ESOMAR Customer Service: