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 Mobile Discovery to Reveal the Passions of Chinese Youth

ABInBev China commissioned MobileMeasure (MM) Consulting to understand the new age connected youth and their passions. They wanted to discover the existing and emerging target market segments in China...


Improving the Return on Insights

The drive for - insights into action - in companies has empowered workers/employees to co-create plans into real "action" every single day. In order to do that within our organisation, we created an...


Social Marketing Campaigns, Inequality and Materialism

This research is expected to provide valid and reliable constructions and methods regarding the factors behind the intention to participate in social marketing campaigns. The presentation also hopes...


One is Greater than One Million

To contribute to society, we usually think about donations. However, if we use our expertise to conduct research to address the burning issues in society, it can bring much more value than we...


Stay AGILE or ?

Agile methodology is based on iterative and incremental development. The requirements and solutions evolve through collaboration between teams that are self-organising and cross-functional, involving...


Transformational Strategy

Every industry is being disrupted by changing conditions in their operating environment - the market research industry is no exception. In such disruptive times, the purpose of strategy development...


Bringing Mindfulness into Micro Moments

In an ideal world, we would all be mindful every moment of our lives & keep track of exactly how we feel and what we are thinking. However, about 47% of our waking hours are spent thinking about...


Slow Burn to Fiery Flame

This paper shows how researchers can utilise their skills of data analysis by connecting traditional and non-traditional research methods to deliver ground-breaking insight. The issue faced by the...


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...


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...

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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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