Latin America 2023

“We believe in a region that works, explores, discovers and learns together. There are many more tunes to come; let’s keep beating together to the rhythm of Human Insights. Would you like to dance with us?”

Begonia Fafian, Human Insights Senior Director at Coca-Cola LATAM and her team recently won the ESOMAR Congress Best Paper Award 2022. The paper proved the feasibility of creating research-based, AI-enabled tools capable of elevating the Knowledge & Insights area within the business, provided that corporate leadership supported it through deep, emotional, and branded communication.

Exclusively for this event, we have invited Begonia to run an onsite workshop (limited to 20 persons), to share her experience and provide practical examples of exactly what they did.

Join your peers and increase your inspiration tank, get feedback on projects and/or business challenges, meet new contacts and collaborators. Let's CLICK! (Clients Learning and Inspiring Clients with Knowledge).

[Client Topic]
Are you OK ZOOMERS?
Reconnecting with Gen Z in LATAM

This paper reveals how brands and marketers can reconnect with the new important cohort of consumers in LATAM: Gen Z who is not only lacking institutional and political trust but also at risk of losing connection with big corporations.

• Joeri Van den Bergh, InSites Consulting, Belgium

• Magdalena Garcia Grisante, Coca Cola Company, Argentina
  

[Industry Challenge]
Innovating through disability research
Towards an approach to research that includes people with disabilities

What disability research can teach us about innovation

• Priscila Aramburu, de la Riva Group, Mexico

[Industry Challenge]
New Trends on Healthcare Research in Latin America

A Road Map for the Future Researcher
What are the trends that are currently shaping healthcare market research in Latin America? Learn from the experts useful tips to start your journey in pharma research, anticipate the challenges and seize new business opportunities.

• Alberto Rosas, Fine Research, Mexico

• Fabiola Suarez, Fine Research, Argentina

• Laura Romero, Ipsos, Mexico

[Client Topic]
ConnAction - The new consumer immersion process for the construction of communication strategies

ConnAction - How to apply insights in communication in order to lead consumers to action.We will be happy to share the story of how after realizing that our process was no longer working, we reinvented ourselves to reconnect with our consumers.

• Mónica Quevedo, Alicorp, Peru

Welcome to the ESOMAR Latin America 2023 "The Magic of Insights" ahead of the first round of presentations we'll start off with a collage of industry leaders and business talks. We will also open with an exciting Keynote speaker.

ESOMAR and WAPOR (the World Association for Public Opinion Polls) have explored the ability of those working in the field of opinion polling to conduct surveys and report on the attitudes of the public and election preferences in Latin America. This will be the eighth report in the series. Join Kathleen Frankovic, ESOMAR Professional Standards, and guests to discuss the findings.

Industry challenge
METAVERSE it is here, how do I eat this?
Challenges and pain points from a brand, stakeholders, researchers and developers point of view.

We all want to be part of the Metaverse but no one knows how to do it. Its trendy, sexy, important, but intangible. We have been working with brands and institutions finding the path towards it. We will share brand/stakeholders/researchers challenges

• Laura E. Ruvalcaba, Brain - Brand Investigation, Mexico

• Martha Rivera-Pesquera, Ipade Business School, Mexico

• Javier Rosas Delint, Kimberly Clark, Mexico

• Luis Cervantes, Virtus, Mexico

Methodological Innovation
Increasing eCommerce Sales with AI-Powered Insights
Using Artificial Intelligence to “See” Images as Humans Do

Managing hundreds of SKUs and the convoluted e-tailers' guidelines is painful. By revolutionizing computer vision technology mapped to the leading behavioral database, teams can now optimize their online images and see sales lifts of 45-58%.

• Ruben Nazario, eFluence™, a Division of Behaviorally, United States

• Gustavo Alvarez, Behaviorally, Mexico

• Adriana Aguilar, Head of Insights, AlEn Mexico

Case Study
Biometric, cognitive and predictive validation in Agile UX for a Colombian Fintech
Can the continuous improvement of the user experience of a Colombian Fintech be certified by applying Neurosciences in Agile UX?

What benefits does behavior pattern validation with biometric technology bring to UX in Agile environments? Can the Affective Interactions Model Framework positively impact the OKRs and KPIs of a Fintech? Can it be validated within a sprint?

• Raphael Alex de Sousa, qiip, Mexico

• Alexis Brantes Rodríguez, UserEmotion Oü, Estonia

Industry Challenge
Goodbye Chester!
No more Chester Cheetos in package due to Mexican Regulation

One of the most iconic characters had to be removed: no more Chester for Cheetos. A successful research strategy was developed using System-One and testing through a new Agile Digital hybrid (QUAL+QUANT) methodology: Digital Room

• Paulina Castillo, PepsiCo, Mexico

• Veronica Islas, Brain - Brand Investigation, Mexico

[Industry Challenge]
Easing the Effects of Inflation in Latin America
Strategies to navigate a transitioning market

Based on extensive research studies developed by SKIM across the globe, we'll share proven strategies our clients have adopted to successfully tackle inflation.

• Patricia Fujisawa, SKIM, Brazil

[Industry Challenge]
Put Down the Hammer!
With a hammer in your hand, every problem looks like a nail.

Information is no longer enough, action is now imperative and the research "established sector" must move into 1:1 knowledge management.

• Cesar Valderrama-Nicholls, Datexco Company, Colombia

• Claudia Velasco-Henao, Caracol Radio (Grupo Prisa), Colombia

[Case Study]
Enhancing an advertising space with a 360º single-source view of its audience. Using a Symphony of data to gain in-depth knowledge of the Mexican audience on 4 different TV channels.

The media measurement future alternative

• Ben Boix, Netquest, United States

• Daniela Martínez, A+E, United States

[Case Study]
Shape the future on uncertain times.
Modeling to predict consumer behavior to navigate uncertain times by adapting our portfolio, marketing activities and supply.

How data modeling can help you to navigate through uncertain times (pandemic), to predict behavior even before consumer knew?

• Elisa Romo De Vivar Villasana. Danone, Mexico

• Jorge Galvan, Danone, Mexico

[Case Study]
Framing lifestyles changes effectively
How to sell climate change policies that affect our pockets and habits?

How data modeling can help you to navigate through uncertain times (pandemic), to predict behavior even before consumer knew?

• Fabian Echegaray, Market Analysis, Brazil

• Solange Alfinito, UnB/SCORAI Brazil, Brazil

• Camila Cassis, Market Analysis, Brazil

[Client Topic]
What´s Pepsico doing to get better, stronger, and faster insights than ever before?
The use of AI to get insights and their curation to get local & human.

The future of Research is here! Pepsico is leveraging Global Business Services and partnering with Agencies to bring the power of AI and Machine Learning into our daily lives

• Claudia Sciarretta, PepsiCo, Mexico

• Paulina Castillo, PepsiCo, Mexico

[Industry Challenge]
Storybranding in Researchland.
An “Insights” crusade challenging us all.

We know that research needs to deliver accurate and deep results but neither the most robust methodologies, nor data science, nor the most innovative study are of any use if the audience yawns, gets bored or turns their eyes to cell phones or inboxes

• Diego Alarcón, The Coca Cola Company, Mexico

• Daniel Lagache, Cooperativa Mental, Argentina

• Damián Gandolfi, Cooperativa Mental, Argentina

[Panel Discussion]

We will have a conversation with business leaders about the benefits and risks associated with addressing these important societal issues from a brand’s communication perspective, through increased authentic representation of local communities.

• Manuel Garcia Garcia, Ipsos