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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04.2016

Eat Fresh, Latin America!

Subway, the world's biggest restaurant company by number of outlets, is an excellent example of a successful regional expansion of an American company into Latin America. With more than 4,400...


04.2016

Behind the Curtain

Once upon a (not very distant) time, the basic parameters on which daily life was founded were more stable. Institutions furnished more defined identities, offered clear models to follow, the road...


04.2016

The New (New) Social TV Revolution

This research shows the importance of combining new methods (passive measurement multi-platform), together with classical surveys, to outline that today, internet measurement has a very high error on...


04.2016

Mobile Technology

Technology has become a new ingredient for social survival. These devices are not cheap, but day-to-day life is easier when we have access to them, for all socio-economic levels. At an emotional...


04.2016

The Latinas’ Beauty Bag

An intrinsic part of branding is the need for emotional connections with target consumers. This is intensified when it comes to the beauty and personal care categories (like make-up), since many women...


18.11.2015

Makers Revolutionise Making

Based on ethnological research within the Berlin DIY scene, this study aims to throw light on the contemporary maker sub-culture. The trend of making has an impact on consumer culture: starting as a...


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

Too Much Genius, Not Enough Wisdom

Three experienced researchers - one from a major UK client and two from the supply side - COLLABORATE to argue we are entering a post quantitative world, a world in which the skills of qualitative...


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

Nothing Else Matters

Clients love qualitative researchers for one very strong reason. Underneath the sheen of being complex data guzzlers, we love simplicity. For all the emphasis on big data and the complicated web of...



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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:
publications@esomar.org