Overview

Social media has created a new digital frontier for research and has revolutionized communication patterns and emotional behaviours. Exploring innovative ways of connecting with consumers has become an imperative for researchers and the expanding digital landscape has allowed us to discover even more about consumer needs and wants.

Join us in Mexico City for the official launch of our Latin America Regional Conference to be held in Mexico City, 13-15 May, 2012. All presentations will be in Spanish (excluding the Keynote Speaker).

Programme

Speakers/authors

Alejandro Garnica
For more than three decades, Alejandro has worked in applications of research and planning in areas such as mass communication, media, advertising, markets, branding. Among other activities, Alejandro currently directs ARIA (Americas Research Industry Alliance), a joint effort by nine National Associations of North and South America. He received a B.A. in Communication Theory and Research (UIA, Mexico), a Diploma in Political Marketing (ITAM, Mexico) and a Master’s Degree in Marketing and Communication (UOC, Barcelona). He recently co-authored with Rubén Jara a book: Medición de audiencias de televisión en México, the first volume about television ratings in Mexico.

Alicia Martín del Campo
Alicia Martín del Campo is CEO and Founder of Qualimerc. She holds a BA in Communications with a specialty in Communication Research. She has been a marketing researcher since 1972, with experience in multiple products and services spanning from Mexico, to South and Central America and the United States. She has been an ESOMAR member since 1993 ,a member of Board of AMAI and leader of the AMAI Quality Committee.

Gabriela de la Riva
Gabriela de la Riva, was born in Born in Guatemala, but since her arrival in México 30 years ago, has dedicated her life to consumer research. She founded de la Riva Investigación Estratégica in 1988 and with the help of a top of the line interdisciplinary team of researchers, has been keeping track of the evolution and changes amongst the different consumer segments. Gabriela is a true Pioneer in México, conducting research amongst high-potential trend setting segments commonly not investigated such as the gay and the grey markets (adults 50 - 70 years old), as well as including the perspective of specific young adult segments such as DINKS, trendy young mothers and cool hunters. She has also conducted research in different countries of Latin America, in the USA and in Europe. Gabriela holds a Phd. in Clinical and Medical Psychology and is the current AMAI President.

María Elena León Robles
María Elena León Robles is one of the founders of Factory Ideas. She is an anthropologist and holds a Master in Social Imaginaries from Escuela Nacional de Antropología e Historia, México. She has published a great number of articles about young identity and cultural practices (including fashion and new technologies). In 2002, she started her professional career in opinion research doing field work as a researcher throughout Mexico. In 2008, she started to do online market research, known as webnography, and created Factory Ideas, a company specialized in online market research. In 2009, Pearson and Factory Ideas started to work together developing webnography and creating new qualitative methodologies.

Mauricio Torres Leclerc
Mauricio Torres Leclerc is Managing Director, Latin America at SSI, a global sampling, data collection and data analytic leader. Mauricio has been with SSI since 2005, and in the online research industry for 10 years.
Mauricio has vast international experience. Prior to founding SSI Mexico, he founded SSI’s Madrid office, where he grew Southern European and Global Key accounts. He also serviced Latin American clients, and has conducted research in the region for more than seven years.

Keynote speaker

Pat Pellegrini
Pat is currently Vice President International Research for comScore, and was a key driver of the pioneering work comScore completed in conjunction with the Canadian market that lead to Media Metrix 360 – the next generation of online audience measurement. He is in charge of comScore’s international roadmap ensuring worldwide methodological consistency and local market product development. Pat is an internationally recognized media research expert who has presented award winning and acclaimed papers on new measurement technology and methodologies. Prior to joining comScore, Pat held senior research and executive positions at Arbitron, TNS Media Research (now Kantar Media), BBM Canada and CompuSearch (latterly MapInfo and Pitney Bowes Business Insights), and was formerly an Assistant Professor at The Ohio State University. He is now based in comScore’s Toronto offices.