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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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...


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...


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...


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...


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...


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...


Interdependence Day

The future of the United Kingdom was in the balance. Polls were tightening. Sentiment became more and more heated, especially on social media. TNS conducted in-depth polling, which dominated the...


20:20:20 — 20 predictions for 2020

20:20:20, provocative theories that create real controversy! This research presents some of the latest thinking surrounding our ever-changing industry. There’s something for everyone in this...


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....

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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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