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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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...


A Debrief Through a Virtual Reality Window

In research a big part of our role is how we communicate findings. However the world of communication is rapidly changing, so, as researcher, we have to keep up and adapt the way we communicate. In...


Sound Research

"How can we increase brand consideration and purchase intention." This is a fundamental question that any consumer brand faces. This is exactly what SONOS, the pioneer of the wireless home audio...


Doctor, Doctor I've Been Dabbling in Non-Conscious Measurement

Working in research for a decade, Tom thinks he has amassed sufficient experience to tackle most research challenges. Whilst he cares very much about his work, Tom has inadvertently become complacent....


The Truth is Out There

In recent years thinking from social psychology and behavioural economics has permeated market research. They have laid down a challenge to research by emphasising the importance of understanding how...


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...


The Joy of Research

Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a ‘glocal’ approach seems the natural way to go, in reality, mapping local regions and...


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,...


2x the Impact at 1/2 the Time and 1/2 the Cost?

Twice the impact + half the time + half the cost. This is the new equation for market research post-crisis, faced with agile new competitors and obliged to defend its value in the Boardroom.How did we...


Enter the Experience Economy

While the ideal marketing research study drives change, only half of research studies succeed at that goal. Similar to guerilla marketing, the solutions often lie in unconventional and creative ways...

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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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