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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Designing the Club of Tomorrow

The global design project of Heineken, 'Open Design Explorations Edition 1: The Club' invited talented emerging designers from around the world to co-create the club of tomorrow. A three-week Market...


A Fresh Round of Drinks

The ongoing global recession makes it exceedingly difficult for brands to remain distinct and popular, especially in a market as competitive as the Eastern European beer market. This paper...


Break through the one-way mirror!

A new way to co-create concepts with consumers, making use of Internet ads, is explored in this paper. A wide variety of connectors (first part of verbal concepts) is screened by utilizing Google and...


Engage, inspire, act

Great companies understand the importance of consumer and market insights. Enhancing capabilities like acquiring new techniques and technology for data collection and analysis are important to build...


The new shopper journey touchpoints

Great change is now unfolding in the retail sector, with social media and mobile commerce driving whole new opportunities for the businesses involved in retail. With great innovation, however, comes...


Listening to Social Media from a B2B2C perspective

This paper gives insight into B2B-specific business requirements and how the application of innovative, consumer-centric research methods like Netnography can be applied to strengthen the competitive...


Web 2.0 capturing real life insights

It is fair to describe the World Wide Web as a huge pool of experiences and ideas that millions of ordinary people spontaneously share with peers in their quests for answers to their real-life...


Online research….and all that Jazz!

It is difficult, if not impossible, to determine the representative qualities of online data. The probabilistic models that once underpinned our research are re-visited. This paper takes a hard look...


Rulemaking or playmaking?

A working definition of online co-creation is proposed, and a framework to map the emerging landscape of the discipline itself is provided in this paper. Two distinct types of online cocreation are...


Designing relevance

The work carried out by Face and Nokia within the Relevance Programme is described in this paper. The authors show how a complex organization can respond to the challenges of rapid exponential change...

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