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 membership@esomar.org.

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18.11.2015

A Funny Thing Happened on the Way to Our Insights

How do we confront the unexpected? Sometimes on the road to the final report, we encounter surprise insights that speak to an entirely different set of business issues, and we are forced to choose...


18.11.2015

How We Became Curators of Cool

We dare you to join us for a deep dive into the spirit of youth, the new ball game that the young creative forefront has created and how this will influence ways of doing research. Our presentation...


18.11.2015

Adding the Sparkle to Immersion Research

The Listening Project, a collaborative immersion project, enabled multiple clients to gain a holistic understanding of their customers. Qualitative data was collected in ethnographic interviews,...


18.11.2015

The Future Fan

A colourful and thought provoking study on why people become fans, and the social and cultural currency to be gained from fandom, 'The Future Fan' project maps three stages in the evolution of the...


18.11.2015

Project 72

The demographics of the Las Vegas visitor are rapidly changing. The new Vegas has wide appeal to the Millennial market, who do not exhibit the same in-situ behaviour as other segments. With 8 resident...


18.11.2015

Like, Share & Retweet

In 2014, Shell commissioned BAMM to conduct exploratory research to understand the complex interplay between the environment, customers and staff of Shell stations across the globe. BAMM carried out...


01.10.2015

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...


01.10.2015

When Should We Ask, When Should We Measure?

The market research industry has relied for so many years on a fundamental data collection tool: the questionnaire. Transition to online research has been done by adapting this old friend to the...


01.10.2015

The Shape of Conversations

This paper will look at our learnings that have come out of mapping dozens of brands and categories on Twitter. Among other things, we will characterise the different shapes of category conversations...


01.10.2015

Leveraging Passively Monitored Communities for Ongoing Insight

Most current social media research is based on topics, not people. You don’t know WHO is doing the talking, so you don’t know WHAT is relevant to your target consumer or business...



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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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