#ESOMAR

Mexico 2012

The Role of Market Research in Decision Making

Mexico City / 16 May

This event – part of ESOMAR Next - is held in cooperation with Centro Universitario Incarnate Word (CIW) and will provide...


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Overview

This event – part of ESOMAR Next - is held in cooperation with Centro Universitario Incarnate Word (CIW) and will provide management and marketing students with insight into the world of market research practice. Shedding light on an industry that is rapidly expanding across the globe, the event will showcase the great opportunities available for career development in the sphere of marketing.

Case studies from NATURA, Nickelodeon and Firefly Milward Brown demonstrate the relevance of market research in generating insights, fuelling innovation and getting closer to consumers.

A panel of thought leaders and CEOs of major multinational market research organisations will provide their views on the profiles and skill sets needed to enter into this job market and will discuss the wide variety of career paths in the market research industry.

The event will also provide a unique opportunity for students to network with senior practitioners from both client and agency sides of the sector.


Registration

Please email your registration to esomar@ciw.edu.mx

Career event - Mexico 2012 - Registration form
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Programme

 

Wednesday, 16 May
10.00 - 13.00
10.00 - 11.00 Consumer understanding and decision making
The role of market research
  Opening and introduction
Mtro. Matthew G. Whitehouse, Rector, Centro Universitario Incarnate Word. Mexico
Finn Raben, ESOMAR Director General
  Sharing the Well-Being, Being Well
Cecilia Riviello, General Director, Natura Cosmetics, Mexico
  The Kids are Alright!
Nickelodeon LATAM; Kids & Family GPS

Noel Gladstone, Nickelodeon/MTVN, USA
  Social Media Experiences
Consumers or people?

Andres Lopez, Firefly Millward Brown, Mexico
Luis Miguel Quijada, Firefly Millward Brown, Mexico
  Q&A
11.00 - 11.50 Careers in market research:
The Benefits of Real Consumer Knowledge
  Introduction
Finn Raben, ESOMAR Director General
  Discussion Panel
Armando Mora, Business Unit Director, Ipsos, Mexico
Laura Eugenia Ruvalcaba, CEO, Brain, Mexico
Alicia Martin del Campo, QUALIMERC, Mexico
  Q&A and open discussion with students
11.50 - 12.00 Closing
Finn Raben, ESOMAR Director General
Mtro. Matthew G. Whitehouse, Rector, Centro Universitario Incarnate Word. Mexico
12.00 - 13.00 Refreshment drinks
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Presentation abstracts

Wednesday, 16 May

Sharing the Well-Being, Being Well

Cecilia Riviello, General Director, Natura Cosmetics, Mexico

How does Natura the leading Brazilian direct selling, cosmetic company, commercialize products and services that promote the "well-being, being well", and simultaneously incorporate innovation and sustainability to its entire product line, business models and processes? Today, Natura is the role model of economic viability, social responsibility and environmental consciousness.


The Kids are Alright!
Nickelodeon LATAM; Kids & Family GPS

Noel Gladstone, Nickelodeon/MTVN, USA

Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely collaborative. The generation gap is closed & for marketers, understanding the new family dynamics when it comes to decision making is the key to unlocking family budgets. The study examines the role of kids in initiating the conversations with parents, before the shopping trips commence. Also, we uncover what parents think they know about what their kids are doing vs. what kids tell us they are doing, the gap between perception and reality in the family.


Social Media Experiences
Consumers or people?

Andres Lopez and Luis Miguel Quijada, Firefly Millward Brown, Mexico

Social networks are more than a trendy feature or a passing phenomenon. They may well change human experience in all respects: some authors refer to a “civilizing” change. We should understand how social networks are changing the relationship between brands and consumers, and how prepared brands are to face the forthcoming challenge. Consumers now experience a level of power that goes far beyond that experienced in the past. Social networks emphasize something that we have always said but did not fully believe: consumers own brands. We are standing in front of active consumers, so we must learn how to play in this new ground. We are facing a qualitative change, so efforts should not be made to make things better than we have until now, but to make them differently.


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Speakers/authors

Alicia Martin del Campo

Alicia Martin del Campo

QUALIMERC, Mexico

Alicia has a BA in Communication majoring in communication. She started her research career on the client side in the marketing department of a banking institution in 1972. After working in a research agency more than 10 years, she founded Qualimerc S.C., qualitative research agency in 1995.


Andres Lopez

Andres Lopez

VP Qualitative, Firefly Millward Brown, Mexico

Andrés López holds a BA in Political and Social Sciences from the Universidad Complutense de Madrid and is currently a postgraduate student in the Masters in Critical Theory. Mr. Lopez is a market researcher with over 25 years of experience, specialized in qualitative studies. He started his career in Spain, where he worked as a freelancer for various companies and institutions. In 1985, he joined Millward Brown Spain and worked his way up to the position of head of qualitative studies, which duties he performed until he left the country and moved to Mexico. He is currently based in Mexico City and is Millward Brown Firefly VP for Mexico and Latin America. He has been a speaker at conferences and published articles in both Europe and Latin America.


Armando Mora

Armando Mora

Business Unit Director, Ipsos, Mexico

Armando Mora recently joined Ipsos Marketing in Mexico as Director of the business unit. Armando came to Ipsos from Nielsen where he was head of the Consumer Research business for Mexico, Colombia, Venezuela, and Central America/Caribbean. Before joining BASES as Client Consulting Director, Armando spent several years on the client side, as Product Research Scientist with P&G in LatAm, Corporate R&D Manager at AlEn Industries and as Business Director with Smarketing. Armando’s credentials include participation in the Fulbright Scholar Program, Nestlé “Best Supplier” client service recognition in 2008 and 2009, and 1st runner-up in the global Emerging Product Ideas contest at Nielsen.


Cecilia Riviello

Cecilia Riviello

General Director, Natura Cosmetics, Mexico

Cecilia Riviello current Managing Director at Natura Mexico, a leading company in the cosmetic, fragrance and personal care categories in Brazil and with an important footprint in Latin America. After 20 years among international beauty & fashion companies such as Procter &Gamble, Estee Lauder, Liz Clairborne, L´Oreal and Dicanco, Cecilia Riviello joined Natura two years ago, bringing a solid 20-year experience.
Graduated with honors in Marketing from the Instituto Tecnológico y de Estudios Superiores de Monterrey. She also holds graduate studies in several disciplines such as leadership, negotiation, marketing, communication and teamwork. Actively and voluntarily participates in mentoring Mexican entrepreneurs, participating with global organization as Endeavor, New Ventures and Ashoka.


Finn Raben

Finn Raben

Director General, ESOMAR

Finn Raben is an Irishman who was born in the Far East and grew up in Europe and the Middle East. He went to university in the Netherlands and Ireland, is an Honours graduate in Languages, with Post-Graduate degrees in Business Administration & Marketing Management and speaks four languages fluently. He has spent most of his working career in Market Research.

Raben’s career started at Millward Brown IMS in Dublin, followed by AC Nielsen. At TNS, he firstly turned around the ailing Irish business, and subsequently instigated the Global Accounts programme, working with a number of major global clients, including Procter & Gamble, McDonald’s and Microsoft as Global Director of Planning and Coordination for Key Accounts. Most recently at Synovate, Finn was CEO of Southern Europe where he was responsible for integrating and harmonizing the many companies acquired in the region, into the Synovate offering.


Laura Eugenia Ruvalcaba

Laura Eugenia Ruvalcaba

CEO, Brain, Mexico

Laura Ruvalcaba is founder and CEO of BRAIN, one of the top 5 marketing research firms in Mexico. She has over 20 years of experience and has contributed to the industry in Mexico; she was in charge of designing the SEL classification algorithm within the AMAI (Mexican Association of Marketing and Public Opinion Research) and has given different lessons at the ITAM Santa Teresa (master degree campus). She has written more than 15 papers at DDI and ESOMAR, and has participated in seminars in Mexico, USA and Europe. She is strong in methodology and statistical analysis.


Matthew G. Whitehouse

Matthew G. Whitehouse

Rector, Centro Universitario Incarnate Word (CIW), Mexico

Matthew Whitehouse holds a Bachelor Degree in Business Administration from the Universidad Iberoamericana in Mexico City as well as a Master Degree in Higher Management from the I.P.A.D.E. and is currently a postgraduate student in a PhD in Management and Marketing. Mr. Whitehouse has over 25 years of experience in marketing and management in several companies such as Procter & Gamble de México and Oxford Pendaflex de México, as well as in educational institutions like the UNITEC. He also was the manager and owner of several marketing and distributing businesses in the computer and stationery markets. Mr. Whitehouse also acted as a marketing consultant specialized in marketing strategy, customer service and telemarketing and participated in projects with customers such as Nestlé, Scotiabank, U. Iberoamericana, Zurich Seguros, among others. In parallel he became part of the faculty of several prestigious universities and has been in charge of subjects such as Marketing Management, Marketing Strategy and Direct Marketing since 1986. He is currently the Rector of the Centro Universitario Incarnate Word in Mexico City, the Mexican campus of the University of the Incarnate Word of San Antonio, TX. USA.


Noel Gladstone

Noel Gladstone

Vice President R&D Latin America, Nickelodeon/MTVN, USA

Noel Gladstone has several years of experience in international research across global markets for kids TV & Entertainment brands and is currently directing and managing the research & development function for MTV Networks Latam, including MTV, Vh1, Comedy Central & Nickleodeon, for Latin America & Canada. Born & bred in London, has lived & worked extensively overseas, in Sydney, Cologne & now Miami.


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Venue

Centro Universitario Incarnate Word
The Auditorium
Tlacoquemécatl #433, Col. Del Valle, C.P. 03100
México, D.F.
Mexico

Telephone: (55) 3099-7631 | 3099-7632

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