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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1 Eureka Moment, 2 Famous Ads, 3 Reaps the Rewards

How 3 did it:If brands come readily to mind Then profit won’t be far behind All round the world, the rule’s the same Your only objective–AIM FOR FAME When your brand needs that fame...


Leveraging Qualitative for Indigenous Innovations

Global Corporates have strong innovation protocols around quantitative product testing but most typically do not mandate qualitative work. During this presentation we will talk about how to innovate...


Understanding Women

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them...


Contextual Actions Speak Louder than Words

Context is everything! The impact of context on human behaviour has been widely demonstrated in numerous experiments, both academic and marketing related. People don’t always do what they say...


Reliability and Predictive Validity in Consumer Neuroscience

Consumer neuroscience research often employs small samples, and questions are frequently raised as to whether resulting inferences are reliable and relevant to real world behaviour. Here we share...


The Theory of the Crime

Extracting insights from data is a lot like trying to solve a murder based on circumstantial evidence. We create one or more "theories" or narratives and then look to the evidence for confirmation of...


Watching the Devices

This paper will graphically demonstrate how we consume media in 2015, and how viewing on mobile devices has changed our relationship with programmes, and ads. By seeing how we watch and where we focus...


TV Re[defined]

In a short span of time, TV content has become available anytime and anywhere, opening up endless opportunities for viewing. Both rapidly and radically, we have seen TV redefined. In the midst of all...


Coming of Age on Screens

A thought provoking, multi-dimensional journey through the art of researching youth audiences on a global scale, from the challenges faced and the importance of well considered project design, to...


Modular Surveys for Agile Research Solutions

New sampling applications such as RDIT, Google Consumer Surveys and other DIY applications provide researchers with exciting opportunities to leverage agile market research solutions that go beyond...

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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.

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