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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When Will Machines Start Winning?

Where does artificial intelligence have to get to, in order to start matching the human capacity to turn data into insights? Human analysis of social media delivers in-depth insight into people's...


The Internet of Things

The Internet of Things (IoT), the network of physical objects that contain embedded technology to communicate and sense or interact with their internal states or the external environment, has quickly...


Look Who's Talking?!

Twitter celebrates its 10th anniversary this year and it has rapidly become part of our everyday language; hashtags are everywhere, from the menu at your local restaurant to the evening news. But -...


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...



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...


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...


The Potential Power of Digital Creative

While digital media spend continues to grow exponentially, particularly in video and mobile platforms, creative is generally an after-thought when marketers are planning a digital campaign. While the...


From Ground Up (to the Sky)

Imagine that you can see everything from the sky, imagine that you can track all the movements of the people in each city, imagine you crunch all the numbers, think how many decisions would help this...


The Power of Reflective Content

James Dean and Justin Bieber have one thing in common - they captured the imagination of young people in their generations by tapping into identity crisis. While identity crisis itself is not new, the...


Gaining Marketing - Relevant Knowledge from Social Media Photos

The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also...

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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: