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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The Internet of Things Will Make the Connected Life a Reality

In "The Fearless CEO" issued by Hoggett Bowers, they quote the CEO of a global consumer food business. In response to the explosion in mobile media, technology and resultant changes in consumer and...


5 Trends Shaping Customer Insights in 2020

On average marketers depend or rely on data for only 11% of all customer related decisions. Instead of basing decisions on data, marketers rely on previous experiences, intuition and their colleagues....


I Speak Therefore I Am?

Meet Zhang Wei, 44 year old Aussie accountant; Li Wei, 64 year old bookbinder from Singapore and Li Qiang, 24 year old graphic designer from Vancouver. More disparate people you couldn't imagine. They...



We're living in an age of personalisation. Each individual has the ability to create and consume his or her own content. Media fragmentation shouldn't be a barrier for brands, it represent an...


Digital Natives

Millennials were born in an era where the internet was already part of their lives. They move fluidly and implicitly between multiple devices to stay constantly connected. Facebook commissioned a...


Building Digital Brand Engagement

The objective of this presentation is to share How PepsiCo uses Social Media Insights in Latam to position and activate main digital brands (Twistos/ EQlibri and Toddy). Sharing with the Audience...


Social Media Research & B2B Audiences

It is argued that Social Media (SM) based research gets closer to real people and that conversations are more honest/transparent than those generated via the old regime of surveys/ focus groups - it's...


Tracking the Footprint of the Digital Consumer

The explosion of new technology not only created new paradigm in the way we communicate, but has also altered our lifestyles and opened up a lot of new possibilities to those of us who would have...


Opening your Mind

Open-ended feedback is often overlooked in survey design; however, social media and big data have transformed the way textual analysis is viewed. Taking inspiration from this the presenters have...


I Will Tell You What They Want, What They Really Really Want

A serious weakness of social listening research is that it is only good at measuring what we already have in our hands. But is that true? Listening research gives us unprecedented access to hundreds...

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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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