Reports & Publications

A brand-new addition to the ESOMAR catalogue, Market Research Explained is for everyone who wants to understand what market research is all about. Unlike other ESOMAR publications, Market Research Explained is not a specialist practitioners’ guide, but is for people around the world who want to understand the value of market research – and its role in improving the way organisations make decisions based on objective, reliable data and insight.

Market Research Explained builds on the first ESOMAR book on market research written in 1989 by Jack Hamilton, then a lecturer in market research at the University of Edinburgh in the UK. It has been updated by Guillermo Oliveto, CEO of CCR/IRI, Argentina, Uruguay and Paraguay and President of Argentinean Marketing Association, to take account of how market research has changed and continues to evolve in the 21st century.

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