Torrado awarded National Reps Award
The insights industry has been very active in the last years, generating knowledge to understand the changing landscape and lightening the way for companies and institutions. At the same time, new disciplines and tools were incorporated into our activity, giving researchers a holistic view to anticipate trends and detect new behaviours.
In this context, National Associations have an important role in spreading the value of insights and data, but also in building a bridge among all players so that we all get inspired and become the motor of transformation of this industry.
Although each country has its own characteristics and challenges, there are common problems so we can take advantage of each other’s learnings. And, of course, the pandemic was a limitation but also an opportunity to meet virtually. This is why and how we decided to join efforts and organize the first Talkin Latam. An event that originally was born in Peru, four years ago. Talkin was a local event with international speakers but because of the pandemic had to change its format to a virtual one.
APEIM (Peru), AMAI (México), ACEI (Colombia), AIM (Chile) and SAIMO (Argentina) agreed to join and organize Talkin Latam. Each association was responsible for looking for the “best in class” in their market to build a solid and powerful program. Peru was coordinating but each association had also responsibility in all the tasks related to the organization of the event (communications, sponsors, etc), therefore, we also shared profits. On the other hand, TalkIn Latam needed a Keynote speaker and a global perspective. We took the idea to ESOMAR and we received not only a positive answer, but also we could take advantage of the experience, relations and resources that ESOMAR has by organizing their own events.
The result was over 2500 registrations, more than 1100 people live (1400 attending) and a happy and satisfied audience. Collaboration and team work was the key of success
But, beyond the event results, from this experience grew more and new initiatives. As Associations, we started sharing our experience on hot topics (polls regulations, data protection laws, etc.), built a framework for comparing socioeconomical levels in the regions and the organization of other smaller events.
Learn more about Urpi Torrado
Urpi Torrado
ESOMAR Representative, CEO at Datum International, PeruESOMAR member, Representative for Peru and Ambassador for Latin America
Urpi is also Board member of WIN and Executive Member of the Global Research Business Network (GRBN). MBA from Universidad del Pacífico, with more than 25 years of experience in marketing, communication and market research. She taught (for ten years) Market Research in post-graduate programs at Universidad del Pacífico and other local universities. Speaker at national and international events such as ESOMAR, TalkIN, IIeX, CIIM, among others. Urpi is a collaborator for several magazines and publications aiming to influence and contribute to the transformation of the insights and analytics business community.
Read about the other recipients of the 2021 National Representatives Awards
Marie-Agnes Mourot de Lathyle
ESOMAR Staff, Chief Finance and Operations Officer at ESOMARMarie-Agnès Mourot de Lathyle brings a wealth of experience of global organisations through her previous roles in senior financial and operational positions with companies such as Starbucks, Time Warner, Texas Instruments and Impress.
She has worked in many different countries and speaks fluent English and French, and has a good working knowledge of Dutch, German and Italian.