ESOMAR Latin America partner

Netquest

Bronze sponsors

Ipsos Observer

Connectai

Cint

Livra Panels

IBOPE AGB México

In co-operation with

AMAI

Global media partners

EUROMONITOR

planung & ananlyse

Media partners

NEO

D.I.M.M.

Research & Results

US Media Consulting

RW Connect

Event partner

Focus

Presidente Intercontinental Mexico City

Official knowledge partner

Warc

Contact

For further information about our promotional packages, please contact Daniel Migchels:
business@esomar.org
#ESOMAR

Latin America 2012

Uncovering opportunities

Mexico City / 13-15 May

Opportunities are abound in Latin America with a growing middle class, consumption rising, and investments pouring in.* However...

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Overview

Opportunities are abound in Latin America with a growing middle class, consumption rising, and investments pouring in.* However, huge challenges remain and many of the social and economic structures in the region are unprepared to cope with these rapidly changing scenarios. How can research facilitate the way to succeed?

Our conference in Mexico will uncover business and societal opportunities for researchers through four thematic spectrums: The Bigger Picture, Business Beyond Borders, Eco-Innovation and Digital-Innovation. Join us in Mexico City to explore and learn the latest developments in market research for the region.

* (Source: World Economic Forum LATAM 2011)

Programme committee

Ignacio Galceran

Ignacio Galceran (Committee Chair)
Latin America CEO
TNS Global, Mexico/Brazil

Ana Claudia Marquezano Alvarez

Ana Claudia Marquezano Alvarez
Consumer and Strategy Insights Director
Pepsico Latam, Brazil

Alejandro Garnica

Alejandro Garnica
Executive Director
ARIA Alliance, Mexico

Monica Kleiman

Monica Kleiman
Managing Director
GfK Kleiman Sygnos, Argentina

Alicia Martín del Campo

Alicia Martín del Campo
CEO and Founder
Qualimerc, Mexico

Carolina Mejia Posada

Carolina Mejia Posada
Knowledge Leader and Founder
INSPIRED Active Knowledge, Colombia

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Programme

To view the live stream programme, please click here

Download the programme
PDF (2 Mb)

Sunday, 13 May
09.00 - 20.00
08.00 - 09.00 Workshops registration
09.00 - 17.00 Workshop:
16.00 - 19.00 Conference registration
19.00 - 20.00 Welcome reception

Note:

Simultaneous translation will be provided for all ESOMAR Latin America 2012 presentations. Please use the language key below to see which language a presentation will be given in.

ENG – English
ESP – Spanish
POR – Portuguese

Monday, 14 May - Conference day one
09.00 - 18.00
09.00 - 09.05 Opening
ESOMAR
09.05 - 09.15 Welcome
Gabriela de la Riva, President, AMAI, Mexico
09.15 - 09.30 Introduction to programme, session and opening keynote
Ignacio Galceran (Committee Chair)
  The Bigger Picture
09.30 - 10.00
Esp
Opening keynote speaker
People Meter, People Matter
Alejandro Quintero, Corporate Vice President of Sales and Marketing, Televisa Group, Mexico
10.00 - 10.25
Esp
The New Shape of Latin American Society
Luis Woldenberg, NODO Investigación + Estrategia, Mexico
10.25 - 10.30 Q&A
10.30 - 11.00 Networking break
  The Bigger Picture - The session continues
11.00 - 11.05 Introduction by session chair
Alicia Martín del Campo, Qualimerc, Mexico
11.05 - 11.30
Esp
How to Continue Being a Culturally Relevant Brand?
Coca-Cola and its 125 reasons to believe

Omar Fuentes, The Coca-Cola Company, Mexico
Pablo Kennedy, The Coca-Cola Company Latin America, Argentina
11.30 - 11.55
Eng
The Kids are Alright!
Nickelodeon LATAM; Kids & Family GPS

Noel Gladstone, Nickelodeon/MTV Networks, USA
12.00 - 12.25
Eng
Preparing for the New Era
How to adapt and sell in Latin America in the 21st Century

Dan Hill, Sensory Logic, USA
12.25 - 12.35 Q&A
12.35 - 12.40 Sponsors fast track
12.40 - 14.00 Client round table lunch
This client-only session provides an exclusive and informal format for discussion and debate of today’s most critical topics facing the client’s research agenda.
By invitation only
12.40 - 14.00 Lunch
  Business Beyond Borders
14.00 - 14.10 Introduction by session chair
Alejandro Garnica, ARIA Alliance, Mexico
14.10 - 14.30
Esp
MasterCard-Master Insights
The journey from questioning to listening in Latin America

Ricardo Alvarez, MasterCard Worldwide, USA
14.30 - 14.50
Eng
Brazil's Middle Class? Your Table is Ready
Opportunities and challenges facing the food service industry in Brazil

Gabriel Aleixo, BrainJuicer, Brazil
Renata Ribeiro, Nestlé, Brazil
14.50 - 15.10
Esp
The Power of Pacha Mama
Mother Earth and the construction of successful brands

Julia Helena Carrillo, Consultor Apoyo, Ecuador
Cristina Paez, Consultor Apoyo, Ecuador
María Augusta Iturralde, Komité, Ecuador
15.10 - 15.30 Business Buzz Panel
An interactive panel exploring business trends and research in Latin America
15.30 - 16.00 Networking break
  Business Beyond Borders - The Future Capsule
16.00 - 16.10 Introduction by session chair
Alejandro Garnica, ARIA Alliance, Mexico
16.10 - 16.30
Esp
Purchase Prediction and Brand Loyalty
Alejandro Salgado, Neurosketch, Colombia
Maria Jose Calvo, Neurosketch, Colombia
Maria Fernanda Gomez, Neurosketch, Colombia
Carlos Velasco, Neurosketch, Colombia
16.30 - 16.50 Fringe Factory "Latina"
An informative and informal capsule introducing Fringe Factory to the Latin American Community
Cristina Paez, Fringe Factory Board Member, Ecuador
16.50 - 18.00 Networking drinks
19.00 - 19.30 Transportation to the Networking Dinner
19.30 - 23.30 Networking dinner
Sponsored by NETQUEST, ESOMAR Latin America Partner


Location:
Restaurant Del Bosque, at the heart of Chapultepec Park (Minor lake), a landmark in Mexico City.

Website: www.cafedelbosque.com.mx
Tuesday, 15 May - Conference day two
09.00 - 17.00
  The Eco-Innovation
09.00 - 09.05 Introduction by session chair
Ana Claudia Marquezano Alvarez, PepsiCo Latam, Brazil
09.05 - 09.30
Esp
Let the Brazilian Sun Shine In
Building credibility for solar energy by developing research-based concepts and communication

Fabián Echegaray, Market Analysis, Brazil
09.30 - 09.55
Por
Sustainable Brazil
Perceptions and practices of the new Brazilian middle class on sustainability and conscious consumption

Mario Mattos, GfK CR, Brazil
09.55 - 10.00 Q&A
10.00 - 10.30
Esp
Guest speaker
Sharing the Well-Being, Being Well
Cecilia Riviello, General Director, Natura Cosmetics, Mexico
10.30 - 11.00 Networking break
  Digital Innovation - Part I (Fast Track)
11.00 - 11.10 Introduction by session chair
Carolina Mejia Posada, INSPIRED Active Knowledge, Colombia
11.10 - 11.25
Esp
When Tomorrow Becomes Today
Daniel Cunill, Cint, Spain
11.25 - 11.40
Esp
Digital Boost in Latin America
Alexandro Herrera, TNS, Mexico
11.40 - 11.55
Esp
Social Media Experiences
Consumers or people?

Andres Lopez, Firefly Millward Brown, Mexico
Luis Miguel Quijada, Firefly Millward Brown, Mexico
11.55 - 12.10 Q&A
12.10 - 13.30 Lunch
  Digital Innovation - Part II
13.30 - 13.35 Introduction by session chair
Carolina Mejia Posada, INSPIRED Active Knowledge, Colombia
13.35 - 13.55
Eng
Augmenting Brands with Real Time Data
Marilena D’Amone, Reckitt Benckiser, Brazil
Philip McNaughton, Face, UK
13.55 - 14.15
Eng
Multi-Language Multi-Continent B2B Community Panel
How B2B research can effectively span the world

Monique Morden, Vision Critical, Canada
Eddie Accomando, Texas Instruments, USA
14.15 - 14.35
Esp
Should Latin America Fall in Love with Shopper Mobile Research?
Armando Mora, Ipsos, Mexico
Fabio Martins, Ipsos, UK
14.35 - 14.50 Q&A
14.50 - 15.20 Networking break
15.20 - 15.25 Introduction to closing guest speaker
Ignacio Galceran (Committee Chair)
15.25 - 15.55
Esp
Closing guest speaker
Magical Mexico
Gabriela Espinosa, Market Intelligence Director, Consejo de Promoción Turística de México, Mexico
15.55 - 16.00 Q&A
16.00 - 16.10 Programme summary
Ignacio Galceran (Committee Chair)
16.10 - 16.20 Closing
Finn Raben, ESOMAR Director General
16.20 - 17.00 Farewell drinks
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Presentation abstracts

Monday, 14 May - Conference day one

Opening keynote speaker

People Meter, People Matter

Alejandro Quintero, Corporate Vice President of Sales and Marketing, Televisa Group, Mexico

This keynote presentation explores content creation as a powerful tool to enhance emotional engagement with TV audiences. Addressing the key role of media research within this process.


The New Shape of Latin American Society

Luis Woldenberg, NODO Investigación + Estrategia, Mexico

Living in Latin America is like being a lifelong visitor at a roller coaster. For the last 20 years, the word that best describes said economies is "uncertainty". The work of the marketing specialist has been increasingly complicated because there are more categories, brands as well as more diverse and costly media; this conjugates into an eternally dissatisfied consumer. More than 15 years of studying Social Mood resulted in this dissertation that attempts to explain the unexplainable: the new conformation of Latin American society. If we succeed in at least a slight advancement in this understanding and are able to clarify this (very confusing) context, our mission will have been achieved.


How to Continue Being a Culturally Relevant Brand?
Coca-Cola and its 125 reasons to believe

Omar Fuentes, The Coca-Cola Company, Mexico
Pablo Kennedy, The Coca-Cola Company Latin America, Argentina

Business challenge was clear... how to maintain and enhance Coca-Cola's value of being a cultural icon. Our proposal was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values, today more than ever before. Final goal was to create a set of brand communication campaigns that speak to the people in a way that touches their hearts and also invites to transmit a positive message to the world. Understanding consumers as a human... with tensions and desires was a big enabler to achieve this.


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

Noel Gladstone, Nickelodeon/MTV Networks, 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.


Preparing for the New Era
How to adapt and sell in Latin America in the 21st Century

Dan Hill, Sensory Logic, USA

To adapt and thrive in an ever-evolving world, businesses in Latin America must be willing to look at alternative research methodologies to make sense of dynamic and complicated consumer segments. Of the new research techniques circulating and gaining traction, facial coding is the most battle-ready option available. By integrating facial coding into their current research arsenal, modern marketers across Latin America can access universal, spontaneous and abundant data that crosses race, class and gender divides, and gives them an honest perspective into buying behaviour with a higher ROI.


MasterCard-Master Insights
The journey from questioning to listening in Latin America

Ricardo Alvarez, MasterCard Worldwide, USA

MasterCard in Latin America transitioned most of their studies from face-to-face and CATI interviews to online and Social Media analyses. This study explores how online quantitative market research provide higher scores than face-to-face because consumers have a better experience and “enjoy” the survey as opposed to traditional methods where respondents may won’t dedicate “quality time”. The research process should be a “priceless” experience or a rewarded one for the respondent.


Brazil's Middle Class? Your Table is Ready
Opportunities and challenges facing the food service industry in Brazil

Gabriel Aleixo, BrainJuicer, Brazil
Renata Ribeiro, Nestlé, Brazil

In the past decade, Brazil’s middle-class population has exploded from 64.1 million in 2003, to almost 91 million in 2010. Today, nearly half Brazil’s population is classified as middle class. As a result, with wallets full, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil has proposed a mass-ethnographic and MROC project with BrainJuicer to better understand the Brazilian middle-class market from their perspectives. In the end, this project will allow BrainJuicer and Nestlé to better understand the needs of this emerging consumer market and develop products tailored for their own specific needs and expectations, which is crucial to take advantage of the opportunities present in this rapidly changing market.


The Power of Pacha Mama
Mother Earth and the construction of successful brands

Julia Helena Carrillo, Consultor Apoyo, Ecuador
Cristina Paez, Consultor Apoyo, Ecuador
María Augusta Iturralde, Komité, Ecuador

The results of this research project opens up new possibilities of including new research approaches where one can find innovative material that can contribute to the successful construction of powerful local brands. Working in the examination of the historical and cultural environment of the area where the products are being made can significantly improve the construction of brands that are not only coherent and solid, but also have a real empathic impact with the target audience and its roots. You can give the brand a clear relevant identity, full of deep personal values and elements that make future consumers proud. The power of PACHA MAMA (mother earth) was clearly expressed in the construction of this successful brand.


Purchase Prediction and Brand Loyalty

Alejandro Salgado, Neurosketch, Colombia
Maria Jose Calvo, Neurosketch, Colombia
Maria Fernanda Gomez, Neurosketch, Colombia
Carlos Velasco, Neurosketch, Colombia

Traditionally product assessment -before and after its launch- has relied primarily on verbalizations and surveys. These methods offer great insight regarding consumer's opinion and cultural perception. Recent research in neuroscience contributes to this perspective adding new tools to analyse how pleasure mechanisms predict and generate expectations. It also facilitates the understanding of how reward is involved in purchase behaviour and brand loyalty. We present a novel methodology to evaluate product competitiveness even before its launch; implications for ROI, brand positioning and product development are discussed.

 

Tuesday, 15 May - Conference day two

Let the Brazilian Sun Shine In
Building credibility for solar energy by developing research-based concepts and communication

Fabián Echegaray, Market Analysis, Brazil

Solar photovoltaic energy usage is rapidly becoming one of the key strategies to cope with climate change and attain credible sustainability credentials for corporations and governments. Yet, problems of low awareness, compared relevance and credibility among business and society hinder its potential for development and success. This paper brings a case, based on a recent experience in Brazil, of how clearer concepts and improved communication tools anchored in market research findings can help to revert those barriers.


Sustainable Brazil
Perceptions and practices of the new Brazilian middle class on sustainability and conscious consumption

Mario Mattos, GfK CR, Brazil

The debate on sustainability and new forms of production, consumption, disposal of goods and products, and energy generation is essential for us to think about the design of the future that our societies will have, as well as the way that business and consumption will take place in the future.
To understand the perceptions, values and practices of the new Brazilian middle class on sustainability and conscious consumption is essential to guide those involved in this debate to adjust their actions regarding the construction of a sustainable economy and society. The study by GfK for the Akatu Institute sought to uncover attitudes and behaviours in relation to sustainability of the new Brazilian middle-class, identifying the challenges for the evolution of this debate in Brazilian society.


Guest speaker

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.


When Tomorrow Becomes Today

Daniel Cunill, Cint, Spain

This presentation opens the Digital-Innovation discussion giving the attendees the overview needed to understand how new technologies, telecommunications and internet have been key to evolving the new market research of this decade. We will briefly focus on how research is carried out today, its deficiencies and how other fields of expertise have influenced market research to develop new methodologies. Some of them will be widely known for the attendees, such as online research, some others will barely heard about such as routing, panel blending, river Sampling or DIY research and others will likely be unheard by most of the public.


Digital Boost in Latin America

Alexandro Herrera, TNS, Mexico

It’s estimated that Latin America will be one of the regions boasting the greatest Internet growth in the coming years. However it is not just the size of the digital population in the region which makes marketers sit up and take notice; it is the unique character of the online world here which makes it a natural and attractive medium for marketers to connect with consumers. According to Digital Life, a ground-breaking research study conducted by TNS in 60 countries, 34% of Latin-Americans stating that they can better express their feelings in the online environment. To understand not only the behaviour but also the needs and attitudes of Latin-American digital consumers is paramount to planning a digital strategy that addresses this market.


Social Media Experiences
Consumers or people?

Andres Lopez, Firefly Millward Brown, Mexico
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.


Augmenting Brands with Real Time Data

Marilena D’Amone, Reckitt Benckiser, Brazil
Philip McNaughton, Face, UK

This paper and presentation pulls together a mix of digital and more traditional F2F approaches in an engaging and dynamic format. Within this highlighting why and how the use of social, on-line and mobile research techniques are extremely useful in terms of understanding the true behaviours, needs and attitudes of Brazilian consumers. From an innovation point of view this paper will share learning in terms of how the application of co-creation in Brazil should differ from other markets.


Multi-Language Multi-Continent B2B Community Panel
How B2B research can effectively span the world

Monique Morden, Vision Critical, Canada
Eddie Accomando, Texas Instruments, USA

This presentation explores how B2B panels can successfully thrive in the international sphere of online research. Learn from Texas Instruments about leveraging the power of a community panel to maximize research among a relatively small target market. Case studies will demonstrate the pros and cons of a B2B community panel as well as the considerations for doing research in multiple continents. Learnings about conducting community panels within South America will be the focus taking language, culture and technological aspects into account when designing and managing a community panel.


Should Latin America Fall in Love with Shopper Mobile Research?

Armando Mora, Ipsos, Mexico
Fabio Martins, Ipsos, UK

The idea of the “Digital Era” is dead. Currently people are not becoming more connected – they are simply never disconnected. Mobile usage is at unprecedented levels in countries around the world, with mobile usage in some emerging markets surpassing usage in developed markets. Mobile technology has the potential to change the face of research as we know it – yet we must understand its possibilities and limitations before leaping forward. Explore with us the potential for mobile research in Latin America, learn how mobile can be leveraged most effectively, and become inspired on how it can stretch the boundaries of research as we know it.


Closing guest speaker

Magical Mexico

Gabriela Espinosa, Market Intelligence Director, Consejo de Promoción Turística de México, Mexico

This presentation explores the challenges that CPTM faces towards advertising media measurement. The resetting research methodology process and concrete results are part of this fascinating journey ending with conclusive recommendations.

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Speakers/authors

Opening keynote speaker

Alejandro Quintero

Alejandro Quintero

Corporate Vice President of Sales and Marketing, Televisa Group, Mexico

Alejandro Quintero I. has been working in the areas of communications, marketing and the media for more than 35 years, and his vast experience includes the commercial arena as well as political communications.

Alejandro has earned a name for himself in every activity he has undertaken, be it in the fields of education, commerce or politics. He is widely recognized as a highly intuitive, experienced and result-oriented professional.

His professional career includes marketing positions in Colgate Palmolive and Richardson Vicks; President of Grupo TV Promo, Communications Consultant for the Office of the President of Mexico (1994-2000); and since 1998, he has worked for Grupo Televisa, where he currently serves as Corporate Vice President of Sales and Marketing, and as a Member of the Administration Board and the Executive Committee.

He majored in Communications, specializing in Television and Advertising, at the Iberoamericana University, where he also obtained his Master’s Degree in History.

He was President of the Iberoamericana University’s Federation of Student Societies, as well as President of the Student Federation of Catholic Universities in Latin America, and a Founding Member of the Iberoamericana University College Senate. He was also President of SIGNUM—the Iberoamericana University’s Communications Alumni Association, a member of the Operations Council of the Iberoamericana University Graduate Association (2004-2005), and a member of Ficsac Board of Trustees of the Iberoamericana University (2006-2007).


Guest speaker

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 and fashion companies such as P&G, 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.


Closing guest speaker

Gabriela Espinosa Terán

Gabriela Espinosa

Market Intelligence Director, Consejo de Promoción Turística de México, Mexico

Majored on International Relations at the National University of Mexico. Diplomas on Business Law and in Foreign Investment at the Technological Institute of Mexico. Has a Master on Tourism Management and Direction from the University of Valencia, Spain.
She worked for the National University of Mexico promoting academic exchange issues with the United States Universities. At the Mexican Center for Philanthropic Institutions was in charge for the data collection from the Mexican philanthropic organizations. At the National Chamber of Manufacturing Industry, she was Head of the Department of trade fairs and commercial missions. Afterwards, she managed promotional activities for affiliated Paper Manufacturers and later she became Deputy Director for International Affairs of the Manufacturing Industry. At the Ministry of Tourism, she was Director of the Center of High Studies of Tourism for Technical Assistance and Cooperation. She has also worked on tourism consultancy as a private practice and was recruited to be Director for Tourism Projects at the consultancy firm Grupo Empresarial Estrategia. She is Director for Market Intelligence of the Mexican Tourism Board since 2008.


Alejandro Salgado

Alejandro Salgado

Corporate Knowledge and Innovation Officer, Neurosketch, Colombia

In his role Alejandro Salgado-Montejo has worked with some of the most prestigious marketing and advertising agencies in Colombia. Alejandro is a founding member and director of research groups interested in neuroscience and related fields and he currently seeks to integrate neuroscience, emotion, behaviour and consumer research to provide models and predictions about how we make decisions and behave in context. He was trained in neuroscience in Brazil and Colombia, and has participated in the development of three research laboratories involving neuroscience, sensory and affective research and consumer behaviour. He has been an invited speaker in the fields of neuroscience, marketing and education.


Alexandro Herrera

Alexandro Herrera

Client Service Director, TNS, Mexico

Alexandro Herrera is the Client Service Director of TNS RI Mexico and is responsible for their digital offering. He has more than 12 years experience in Marketing of which the last 9 years has been focused on market research. He has wide experience in adapting new technologies to research processes and is also experienced in using and understanding the implications of new technologies in consumers’ lives. He studied Marketing as a major at the Universidad Panamericana (Mexico City) and has a diploma in corporate finance by the same institution.


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.


Carlos Velasco

Carlos Velasco

CEO, Neurosketch, Colombia

Carlos Velasco is CEO and Co-Director of the Neuromarketing lab which is driven by Feedback Profile and Neurosketch. He has initiated conferences on neuromarketing and neurotraining and directed neuromarketing projects with recognized national and international organizations. Velasco has worked in innovation and conducted research in social psychology, neuroscience, consumer psychology and neuromarketing. He belongs to the Psychology and Health research group at the Pontificia Universidad Javeriana and to the Neural by Design Foundation, a nonprofit organization he cofounded which works in translating knowledge and research to market research and other organizational processes.


Cristina Paez

Cristina Paez

Regional Manager, Consultor Apoyo, Ecuador

Cristina Paez has devoted her career to make global companies in the Latin American regions understand the reasons behind consumers’ feelings, thinking and acting. Working as the Regional Manager for Consultor Apoyo, she applies her knowledge and drive for change to innovative projects that will provide benefit on a larger level and to the population as a whole. She is an active member of the market research community in Ecuador and around the globe and was a finalist in the first ESOMAR Young Researcher of the Year Award competition.


Dan Hill

Dan Hill

Founder President, Sensory Logic, USA

Over the past 13 years, Dan Hill, President and Founder of Sensory Logic, has contributed insights to over 30% of Ad Age’s Top 100 Marketers. In addition, Hill has written four books on the topic of psycho-physiological research including Emotionomics, one of Ad Age’s “Top 10 Books You Should Have Read in 2009,” and About Face. In the past, Hill and his company have appeared on “The Today Show," CNN, MSNBC, and in the The New York Times, USA Today and The Wall Street Journal. As well as being a veteran researcher and a popular media consultant, Hill is an experienced speaker, with acclaimed speaking slots at WARC Map London, Innovate 2010 Barcelona, and THE Market Research Event in San Diego, to name a few. Prior to founding Sensory Logic, Hill received his PhD from Rutgers University following studies at Brown and Oxford.


Daniel Cunill

Daniel Cunill

MD Southern Europe and Latin America, Cint, Spain

Daniel Cunill graduated in Business and Administration in 2005 from the University of Barcelona and finished his specialization in Mälardalens Högskola in Sweden. At the end of 2005, Daniel was appointed as responsible for the Spanish and Portuguese markets at Cint AB. Later in 2007, he started to lead the expansion of the Swedish company in the Latin American markets as responsible of the Southern European and Latin American markets at Cint.
From 2009, Daniel moved back to Spain where is located the operations and sales hubs for the Southern European and Latin American markets as managing director.
Daniel has 6 years of experience in the industry and is member of ESOMAR and AEDEMO, associations where he has taken an active role as attendee and speaker to several events, above all those related to the implementation of new methodologies in the Market Research industry.


Eddie Accomando

Eddie Accomando

Market Research Program Manager, Texas Instruments, USA

Eddie T. Accomando, Market Research Program Manager with Texas Instruments, has been researching human behaviour for 18 years. His unique methodologies reveal the motives behind high-tech product adoption.

He began as an applied anthropologist at a small firm, managing programs from sale to completion and was later recruited by GTE to develop proprietary research using advanced metrics to evaluate employees, customer transactions, and overall brand sentiment. At Verizon Communications, he created the Verizon Online DSL Self Install Kit, and developed communications and retention surveys. At Insight Communications, he created the Insight Broadband Self Install Kit, conducted usability studies, and bought research. At Texas Instruments, his focus is on understanding the behavior of design engineers to drive product adoption and revenue.


Fabián Echegaray

Fabián Echegaray

Director, Market Analysis, Brazil

Fabián Echegaray is a renowned researcher and presenter having presented 8 papers at different ESOMAR conferences (included the Annual ESOMAR Congresses of 2007, 2008 and 2009) on issues related to climate change, innovation and responsible consumerism -all topics strongly connected to this paper. He has also presented papers at the Argentinean and Brazilian market research association’s conferences during 2005 to 2010, as well as WAPOR annual and regional congresses since 2001. His research has been published in journals such as IJPOR and chapters of books in the US, Brazil, Argentina and Mexico. He published a book on "Economic crises and electoral responses in Latin America" in 2005 by University Press of America, favourably reviewed by all major journals on Latin America. He holds a Ph.D. in Political Science from the University of Connecticut.


Fabio Martins

Fabio Martins

Global Shopper Research Director, Ipsos, UK

Fabio Martins began his career with specialist shopper agency Envirosell. With a keen interest in the developing markets, Fabio moved to Brazil to help start Envirosell’s operation in South America. Having worked in over 1,000 stores from north to south of the country, Fabio’s LATAM experience was wide ranging and included work in countries such as Argentina, Brazil, Colombia and Costa Rica.
After four years in LATAM, Fabio moved to New Zealand and thereafter to Hong Kong in a regional role for RI working in many countries such as Japan, China, Korea, Indonesia, Thailand, Malaysia, Singapore, Hong Kong, Australia and New Zealand. After a short period with YDreams, a technology company that offers Interactive Advertising OOH, he moved to Ipsos as a director in the Global Shopper team.


Gabriel Aleixo

Gabriel Aleixo

Managing Director, BrainJuicer, Brazil

It’s now been more than 10 years since Gabriel Aleixo started his marketing career in Brazil, where he worked for multinational consumer goods companies managing marketing communications, online marketing and market intelligence. During this period, Gabriel lived in Hamburg and Paris where he responsible for the Digital Marketing at Beiersdorf. Gabriel’s story with market research started on the client side, at Beiersdorf, where he set up a consumer connectivity unit in Brazil, to generate consumer insights and understanding. Later Gabriel joined Philips do Brasil, as their Marketing Services director in Latin America, managing market intelligence, branding, media and online marketing. Gabriel has a graduate degree in Social Communication and an MBA from ESPM Sao Paulo.


Julia Helena Carrillo

Julia Helena Carrillo

CEO, Consultor Apoyo, Ecuador

Born in Pennsylvania from Ecuadorian parents, Julia Helena Carrillo is nowadays an icon in the marketing and research environment in Ecuador, not only for her excellent academic background, but for her experience in the human behaviour and strategic fields. A Psychologist as a profession, and with many marketing and human behaviour specializations, Julia Helena has had the opportunity to be part of important international business schools such as Cranfield Institute in London, Northwestern University and Johns Hopkins University in Baltimore, amongst others. Her professional development in the research field has taken place in Consultor Apoyo, a leading market research firm in the country that Julia started 25 years ago.


Luis Miguel Quijada

Luis Miguel Quijada

Digital Leader, Firefly Millward Brown, Mexico

Luis Miguel has over 10years experience in the digital industry and several more in the traditional media advertising. Luis Miguel holds a degree in graphic design at Metropolitan Autonomous University with a specialty in Hypermedia Production. He has worked as Digital Creative Director & Digital Art in several of the most important agencies of Mexico, implementing successful strategies for brands ranging from display advertising, social media, mobile, search, etc. He currently directs the division of Digital Research of Millward Brown Mexico, being expert in the application and analysis of Dynamic Logic and Millward Brown’s digital advertising effectiveness methodologies and advertising pretest, leader methodologies in Europe, U.S. and Latam, used by most important brands around the world to measure the effectiveness of their digital efforts.


Luis Woldenberg

President, NODO NODO Investigación + Estrategia, Mexico

Luis Woldenberg has been working for more than 30 years in the market research field. Formerly Executive Vice President of IMOP / Gallup México, he established the qualitative branch of Pearson in the 1990’s. In 2003, he established NODO Investigación + Estrategia, a company which upholds Woldenberg's deep conviction to go beyond the borders of the traditional market research report. To date, Luis has headed more than 8,000 studies, has been a consultant for more than 30 companies, participated in more than 100 grand conferences and written more than 20 articles for various magazines and publications. Luis has worked directly for 3 Presidents of the Republic and for more than 25 State Governors or Ministers.


María Augusta Iturralde

María Augusta Iturralde

General Manager, Komité Pensamiento Estratégico, Ecuador

Ecuadorean. Started on the communications business very early in life. Combines her academic knowledge on development and corporate communications, with a vast experience from her participation on many of the most interesting, intense and creative processes for the last 15 years.

Pioneer on the development of communication strategies for cultural promotion to achieve an adequate combination between creativity and practicality of the processes to make them possible.

Manages Komité, a family enterprise dedicated to strategic thinking for the strategic communication and edu-communication processes, coordinating the teamwork and the execution of projects.


Maria Fernanda Gomez

Junior Researcher, Neurosketch, Colombia

María Fernanda Gómez is currently studying psychology at Pontificia Universidad Javeriana. She is an intern at Neurosketch's laboratory, interested in combining sensory neuroscience research to improve ROI.


Maria Jose Calvo

Maria Jose Calvo

Corporate Strategy Officer, Neurosketch, Colombia

María José Calvo is one of the directors of Neurosketch in Colombia, where she is focused mainly on administrative tasks and managing different research projects. Calvo has a bachelor degree in Business Administration from Universidad de los Andes and has experience in Corporate Social Responsibility subjects. She is currently developing strategies to solve organizational issues related to marketing and human resources using neuroscience.


Mario Mattos

Mario Mattos

Ad Hoc Executive Director, GfK CR, Brazil

Mario Mattos has more than 21 years of experience in research, working in academic institutions (CEDEC, International and Comparative Political Science Nucleus/USP) and in market research companies (GfK, Indicator, CBPA, EP). He has been working at GfK Custom Research Brasil since 1998 andcurrently serves as Executive Director of the Ad Hoc area, in charge of more than 50 employees. He is also responsible for Corporative Marketing. He holds a Master of Political Science from USP and Executive MBA from Insper (former Ibmec/SP School of Economics).


Monique Morden

Monique Morden

Executive Vice President, Vision Critical, Canada

Monique is an Executive Vice President at Vision Critical with over 20 years of experience as a quant and qualitative researcher. She joined Vision Critical six years ago in order to focus on community panels and product development. Monique champions the Global Partner Program at Vision Critical, which identifies good fit partners around the world who use the Sparq platform for online community panels and the Firefly platform for online ad hoc research. Monique has an MBA with a Specialization in Marketing from Simon Fraser University and a Bachelor of Science, Honours, from the University of Guelph.


Noel Gladstone

Noel Gladstone

Vice President R&D Latin America, Nickelodeon/MTV Networks, 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.


Omar Fuentes

Omar Fuentes

Knowledge & Insights Director, The Coca-Cola Company, Mexico

A researcher for over 10 years in the CPMG industry, Omar Fuentes started his career at Procter & Gamble Mexico in the Consumer & Market Knowledge function where he spent four years in the Paper categories with brands such as Charmin, Pampers, Always and Naturella. He then moved to the P&G Latin-American division for four years in the Fabric Care business, working first for Downy and then moving to the Ariel detergent brand. In 2008, he returned to Mexico to work as Head of Research in the Corporate Group of Grupo Bimbo. Since August 2010, he has served as the Knowledge & Insights Director for Coca-Cola de México.


Pablo Kennedy

Pablo Kennedy

Global and LATAM Knowledge & Insights Director, The Coca-Cola Company Latin America, Argentina

Pablo Kennedy began his work in market research at Unilever where for 10 years, in local, regional & global projects with categories such as laundry, shampoo, deodorants, with brands such as OMO, Sedal, Dove. For the last 4 years has been working in Coke first base in Mexico as the Head of K&I for the Mexico Business Unit. Since 2010 K&I Director for Latin American Region and since 2011 moved back to Argentina maintaining the regional direction but left the Mexico responsibilities. Since 2011 Global K&I Director, working with the Global Coke team and leading the Human Motivation Framework.


Philip McNaughton

Philip McNaughton

Research Director, Face, UK

Philip has worked in the Market Research industry for 15 years, predominantly at Synovate, a top 10 global firm. He has worked from Tokyo to Moscow to San Francisco, online and offline, qualitative and quantitative, from FMCG to UX through brand strategising, concept creating, creative development and social media monitoring. He has contributed regularly at MRS and ESOMAR conferences speaking particularly about co-creation and online community research.


Renata Ribeiro

Consumer Knowledge Head, Nestlé, Brazil

Renata Ribeiro is head of the Consumer Knowledge area for Nestlé Brazil, where she leads the company’s market research and consumer insights initiatives. Renata has 17+ years’ experience in Market Research on both the client and agency side, serving various segments of industries - food, drinks, cars, personal hygiene, cleaning, pharma and banks. She has degree in Social Communication, with specialization in advertising, and a post-graduate degree in Marketing Management.


Ricardo Alvarez

Ricardo Alvarez

Business Leader Consumer & Market Intelligence, MasterCard Worldwide, USA

Ricardo Alvarez is in charge of Latin American Insights, MasterCard’s interdisciplinary thought-leadership organization. Insights leverages data better to understand consumer behaviour and market dynamics, while Insights’ analyses act as tools designed to strengthen the business performance of MasterCard and its customers around the Latin American region. Under Mr. Alvarez direction resides the design, management and interpretation of primary and secondary sources of information and knowledge used to provide a comprehensive view of the market, the payment industry and the consumers. Ricardo is responsible for the integration of intelligence knowledge coupled with the building of strong cross-functional partnerships to generate and disseminate action oriented knowledge and insights that promote business development and the advance of MasterCard as knowledge and solutions oriented organization.

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Hotel & venue

Presidente Intercontinental is a 42-story tower located in Polanco, Mexico City's most elegant cultural, business and shopping district, close to Auditorio Nacional, Museo Nacional de Antropologia, and Castillo de Chapultepec. Area attractions also include Monumento a los Heroes de la Independencia and Monumento a los Ninos Heroes. Mexico City´s international airport is only 30 minutes away from the hotel.

This sophisticated, cosmopolitan and world-class hotel combines elements of all aspects of Mexican life. Designed for your comfort and convenience, hotel guestrooms are elegantly appointed and all are equipped with up-to-date amenities. Hotel restaurants offer a distinctive yet always welcoming ambiance, reflecting through its excellent service, and the warmth of Mexican culture. The lobby bar and the cocktail lounge are the ideal venues to relax with specialty cocktails and champagne, featuring nightly environment.

Address:

Presidente Intercontinental Mexico City
Campos Eliseos 218
Col. Chapultepec Polanco
Mexico City, 11560
Mexico

Telephone: +52-55-53277700
Fax: +52-55-53277730
E-Mail: mexico_reservaciones@interconti.com

Hotel & venue's website

Map & directions

 


Useful links

 

Video

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Registration

Please note: To take advantage of the preferential member rate, you can apply for membership while filling in your event registration. Please note - it is not necessary to apply for membership separately. Once you have registered, both the membership fee (plus one-time administration costs) and reduced member fee will then be applied.

Early Bird rate (until 9 March 2012)
Members
Non-members
Regular delegate (Full Conference) EUR 750 EUR 1220
Regular delegate (1 Day Entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
Workshop EUR 550 EUR 550

* Read the conditions that apply for registration carefully.

Standard rate (10 March 2012 - 20 April 2012)
Members
Non-member
Regular delegate (Full Conference) EUR 1040 EUR 1420
Regular delegate (1 Day Entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
Workshop EUR 550 EUR 550

* Read the conditions that apply for registration carefully.

Late rate (21 April 2012 - 10 May 2012; includes on-site registration)
Online registration open until 10 May 2012,
16:00 GMT. On-site registration is possible.
Members
Non-members
Regular delegate (Full Conference) EUR 1240 EUR 1620
Regular delegate (1 Day Entrance) EUR 650 EUR 750
Academic* EUR 720 EUR 720
Graduate & Young Professional* EUR 500 EUR 720
Exhibition Stand Personnel EUR 500 EUR 500
Workshop EUR 550 EUR 550

* Read the conditions that apply for registration carefully.

Cancellation Policy

If you are unable to attend, a substitute may attend in your place. Please note, however, that the status of the replacement delegate (member/non-member) may affect the original fee charged. Cancellations must be received by ESOMAR in writing or you will be considered a No Show (no refund given). All refund claims must be received within 5 working days after the event has been held. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.

The following charges will apply:

  Conference Workshop
Until 9 March 2012 No charge.
Full refund given
No charge.
Full refund given
After 9 March 2012 Cancellation charge:
EUR 400
Cancellation charge:
EUR 200

Cancellation fee can only be waived upon receipt of visa refusal document.

Remote/Streaming Delegates

Standard rate
Members
Non-members
1 Time Slot EUR 180 EUR 180
2 Time Slots EUR 300 EUR 300
3 Time Slots EUR 450 EUR 450
4 Time Slots EUR 600 EUR 600

* Please make sure to check out the live stream programme to see what sessions are excluded for live broadcasting *

Cancellation Policy

If you are unable to attend, a substitute may attend in your place. The cancellation charges will apply irrespective of whether the registration fees have been paid or not.

  LIVE Streaming
Until 15 May 2012 No refund given

 

Disclaimer

My enrolment, attendance and/or participation in ESOMAR’s Latin America 2012 constitutes my agreement and understanding that ESOMAR is permitted to photograph, record and use my name, picture, portrait, likeness, voice and statement(s), as well as any compilation(s) that may result there from. I further acknowledge that all photographs, videos and other recordings of me in any media or medium used and taken by ESOMAR are owned solely by ESOMAR and it alone may copyright those materials containing same. ESOMAR has the right to edit the foregoing in any manner it deems appropriate and such right may be exercised without any inspection, review or approval by me. ESOMAR shall also have the right to use and employ such video and photography for use on television, the Internet (including on the ESOMAR’s website) and in conjunction with the advertising, publicity or promotional materials of ESOMAR. Nothing herein will constitute any obligation on the part of ESOMAR to use, photograph or record me or make any use of the rights set forth herein. I fully understand the content, meaning and impact of this release.