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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Hurry Up! And Wait! The Road to Research Impact

ESOMAR’s Director General Finn Raben has rightly pointed out the absolute critical role of client-side researchers in determining the future of our industry. Yet, how well do major corporations...


A Quantum Leap for the Research Industry

Ascription is a data science method which we have adopted to cut long questionnaires for mobile surveys, shorten the length and decrease the cost of large tracking desktop surveys. Using proprietary...


Taste the Feeling of a New Brand Tracking Ecosystem

Is Coca-Cola truly prepared to lift the hood and let the rest of the industry take-a-look at their crown jewel? Sounds hard to believe, but yes they are! You will hear the story of how Coke upgraded...


Clipboards, Calls and Focus Groupies

The industry view of the public perception of the market research industry often comprises of people standing around in shopping centre's with clipboards. As the gap between brand and consumer has...


Connecting With Consumers: A New Way of Plugging In

When we think of the future of connecting to the ever-digital consumer, we often imagine the Internet of Things, digital devices, virtual worlds and other ways to plug into their universe, but this...


Respondent Engagement

Automation makes it easy to ask more from our respondents without fully considering the impact on engagement. While video and voice techniques offer hope to increase insight, do these just make it...



There are fascinating differences between emerging economies and developed ones in how people consume news – and for that matter the role news plays in their lives. Understanding these...


Gen X Today

Research shapes our brands, inspires our content and helps us to communicate with our audiences. We know a lot about kids, families and young adults, so this year we embarked on a project to support...


Time Is On Our Side

"How Much Time Have We Got?" is an important presentation for: Brands who want more of consumers' time but aren't sure how to get it; Research practitioners who want to go from lots of data to a...


Generational Effects in Market Research Effectiveness

There is a growing belief in the marketing industry that traditional market research tracking methods are less predictive of millennial behaviour than for that of older generations and that...

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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.

For further information about publications contact ESOMAR Publications Services: