Latin America 2010

The Innovation Journey

Cartagena / 23-25 May  Buy papers 


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Overview

Latin America is one of the less affected regions by the 2009 recession. The World Economic Forum stated that the region is in a better position than ever to deal with the socio-economic impact of this crisis and in 2008 the Latin America market research industry showed a healthy 5.6% growth rate after inflation.

Latin America has emerged as a source of creativity, solutions and innovation. The conference in Cartagena will delve into this new vibrancy in the region and consider how innovation can lead to further success. The conference will also look at the social challenges of poverty and inequality which still beset the region and the role of research in meeting these challenges.

Programme committee

Ignacio Galceran

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

Alejandro Garnica

Alejandro Garnica
Executive Director
ARIA Alliance, Mexico

Leda Kayano

Leda Kayano
Market Intelligence Director
VIVO, Brazil

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
Athenea Consumer Understanding, Colombia

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Programme

SUNDAY 23 MAY
09.00 - 17.00 WORKSHOP
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17.30 - 18.30 Master Class
Ethnography "Ask the expert"
Hy Mariampolski, QualiData Research, US
16.00 - 19.00 Conference Registration
19.00 - 20.00 Welcome Reception
   
MONDAY 24 MAY - CONFERENCE DAY ONE09.00 - 18.00 - Exhibition (08.30 - 19.00)
09:00 - 09:05 OPENING
Gunilla Broadbent, ESOMAR President
09:05 - 09:15 Introduction to Programme and session
Carlos Fonseca, Programme Committee Chair
  GLOBAL CROSSROADS
09:15 - 09:35 The Latin radar
Where we stand and where are we going?
Marta Lagos, Latinobarometro, Chile
09:35 - 09:55 Emerging market consumers
A comparative study of Latin America and Asia Pacific
Mary Tabion, Euromonitor International, UK
09:55 - 10:15 GUEST SPEAKER
CAFÉ DE COLOMBIA
Alejandra Londono
10:15 - 10:30 Q&A
10.30 - 11.15 Refreshment break
10:55 - 11:10 COMPANY PRESENTATION
CEGEDIM STRATEGIC DATA (CSD)

Integrated healthcare research

Presented by
Milena Brankova, VP Regional Director of LATAM
  GLOBAL CROSSROADS (PART II)
11:15 - 11:20 Introduction by session chair
Carlos Fonseca, Mastercard, USA
11:20 - 11:40 When worlds collide
Global brands meet local culture
Nigel Hollis, Jorge Alagón & Gabriel Castellanos, Millward Brown, US, Mexico and Colombia
11:40 - 12:00 The Internet Connection Factor
How Latin Americans stay close to peers and companies
Roxana Strohmenger, Forrester Research, US
12:00 - 12:10 Discussion
12:10 - 12:20 ESOMAR: The way forward
12:20 - 12:40 ESOMAR Young Researcher Award Finalist 2009
  Introduced by
Gunilla Broadbent, ESOMAR President
  We are alive, we are still a target!
Cristina Paez, Ecuador
12.40 - 14.00 Lunch
Client Round Table (by invitation only)
  BEYOND THE CRISIS
14:00 - 14:10 Introduction by the session chair
Javier Medrano, Corporativo Bimbo, Mexico
14:10 -14:30 The evolved consumer
Where will be consumers standing after the storm
Karina Besprosvan, OMG, Chile
14:30 - 14:50 Seizing opportunities inside the crisis
Increasing the value of a pasta brand, case study
Monica Kleiman, GfK, Argentina
Mercedes Mahlknecht, Molinos, Argentina
14:50 - 15:10 Beleza natural
Expanding from the base of the pyramid
Hy Mariampolski, QualiData Research, US
Maribel Carvalho Suarez, Federal University of Rio de Janeiro, Brazil
Leticia Moreira Casotti, L’Oreal, Brazil
15:10 - 15:30 Discussion
15.30 - 16.00 Refreshment break
15:45 - 16:00 COMPANY PRESENTATION
CENTRO NACIONAL DE CONSULTORIA (CNC)

Market research in Latin America: a success history and a promising future.

Presented by
Carlos Lemoine Amaya, President
  BEYOND THE CRISIS (PART II)
16:00 - 16:05 Introduction by session chair
Javier Medrano, Corporativo Bimbo, Mexico
16:05 - 16:25 Forecasting a market in a chaotic environment
Learnings from Ecuador a highly volatile economy
Esteban Vega, Corporacion Maresa Holding, Ecuador
16:25 - 16:45 A look to the global crisis in Latin America
Learning from the Mexican consumer experience
Alicia Martin del Campo & Gloria Hidalgo, Qualimerc, Mexico
16:45 - 17:00 Discussion
17.00 - 18.00 NETWORKING DRINKS
   
TUESDAY 25 MAY - CONFERENCE DAY TWO 09.00 - 18.00
- Exhibition (08.30 - 19.00)
  LATINNOVATION 2.0
09:00 - 09:05 Introduction by session chair
Alan Grabowsky, Abaco Research, Brazil
09:05 - 09:25 Social media and market research in Latin America
Enemies or best friends?
Diego Meller, Livra, UK
09:25 - 09:45 Decoding the digital needs
Ana Patricia Sequeira, TNS Research International, Brazil
09:45 - 10:05 Webnography a new market survey technique
Space turning into virtual territory
Manuel Barberena, Pearson, Mexico
Maria Elena León, Factory Ideas, Mexico
10:05 - 10:25 Looking for Eric
In the search of the HUB consumers
Luiz Sá Lucas & Leonardo Soares, Ibope Inteligência, Brazil
10:25 - 10:45 Discussion
10.45 - 11.15 Refreshment break
  MASTER CLASS
11.15 - 11:20 Introduction by session chair
Wander Meijer, TNS Latin America, Argentina
11.20 - 12:15 "Me to We" Research: digital characters
A new way of looking at ourselves
John Kearon, BrainJuicer, UK
12:15 - 12:30 Q&A
12.30 - 14.00 Lunch
  THE INNOVATION JOURNEY
14:00 - 14:05 Introduction by session chair
Martha Umaña, Tempo Group, Colombia
14:05 - 14:25 Effective semiotic codes in adolescents
Carlos Hernandez, Feedback, Colombia
14:25 - 14:45 Latin eye tracking
Successful regional use of a neurophysiologic technology
Carolina Mejia Posada, Team, Colombia
Catalina Mejía R., YanHaas, Colombia
14:45 - 15:00 Q&A
15.00 - 15.30 Refreshment break
15:15 - 15:30 COMPANY PRESENTATION
eCGLOBAL PANEL

La desmitificacion de la investigacion online en America Latina
Presented by
Adriana Rocha, CEO
15:30 - 16:00 PANEL DISCUSSION
INNOVACTION: Mythbusters about innovation
An interactive panel exploring actionable innovation

Moderated by
Laura Nino Caceres, Founder of Thought Refinery, Netherlands
Luis Fernando Chavarro, Innovation Advisor of Entrepreneurship Support Center of the Chamber of Commerce of Bogotá, Colombia
16:00 - 16:05 Introduction to Closing Keynote Speaker
Carlos Fonseca, Programme Committee Chair
16:05 - 16:35 CLOSING KEYNOTE
Landing the innovation airplane
How to make innovation (really) happen in your company
Mario Morales, Founder and CEO, Innovare, Costa Rica
16:35 - 16:45 Q&A
16:45 - 16:55 Programme summary
Carlos Fonseca, Programme Committee Chair
16:55 - 17:00 CLOSING
Finn Raben, ESOMAR Director General
17.00 - 17.30 FAREWELL DRINKS
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Presentation abstracts

MONDAY 24 MAY - CONFERENCE DAY ONE

The Latin radar
Where we stand and where are we going?

Marta Lagos, Latinobarometro, Chile

This setting the scene presentation will explore the current status of Latin-American societies giving a step forward in forecasting future scenarios based on the last two decades: It is prosperity the final goal?. This macro overview will be based on data from Latinobarómetro 2009, an annual public opinion survey that completed 20,000 interviews in 18 Latin American countries; annually the study tracks beliefs about democracy and markets, as well as attitudes towards key political figures and events.


Emerging market consumers
A comparative study of Latin America and Asia Pacific

Mary Tabion, Euromonitor International, UK

Latin American companies are doing business worldwide. Before entering new markets it’s imperative to have a proper understanding of the economy, business environment and consumer trends. Emerging markets have similarities, but also many differences. Emerging Asian markets are leading the world out of recession and there are fantastic opportunities for companies operating in this region. Consumer trends tangibly shape how your customer thinks, behaves, and buys, so understanding them and their newest developments is key to an informed business strategy. Why? A good understanding helps you decode your consumer to maximize your business.


When worlds collide
Global brands meet local culture

Nigel Hollis, Jorge Alagón & Gabriel Castellanos, Millward Brown, US, Mexico and Colombia

Global companies face a strong challenge when talking to foreign markets. On one side they must preserve their corporate fundamentals; on the other hand local culture could not understand this raison de etrê since few global brands developed his communications thinking in a global audience. This presentation will address fundamental issues facing many marketers today, specifically in Latin America:

  • How can brands succeed globally in spite of the continued (and possibly growing) differences in culture, needs and desires around the world?
  • If the strongest brands are embedded in local culture how can a global brand best engage consumers at a local level?
  • How can local brands compete effectively against the multinationals?
  • What makes compelling marketing communication with the ability to transcend differences in language, customs and culture?

The internet connection factor
How Latin Americans stay close to peers and companies

Roxana Strohmenger, Forrester Research, US

Despite all types of technology being consumed at a global level, global insight into what consumers are doing with technology and why is not deeply understood. With the uptake of the PC Internet and mobile Internet differing greatly across regions, the critical question for companies is to understand how consumers currently connect with others and with companies, and even more, how do they like to interact with them? The internet, be it PC or mobile based, has provided a gateway for consumers to share ideas and thoughts, comment about products and services they are receiving, and research and make purchases. How are consumers in emerging markets like Latin America acting online, and what does this mean for companies?


The evolved consumer
Where will be consumers standing after the storm

Karina Besprosvan, OMG, Chile

The global economic crisis has resulted in some predictable consumer behaviour changes. Even prior to the economic slowdown we were sensing shifts in consumer attitude towards the conspicuous consumption which had dominated the previous decade. Alternative lifestyles were emerging with downsizing and the pursuit of more spiritual fulfilment being noticeable trends. This medium term combined with the shorter term economic trend leaves us with a ‘new normal´. So what are the new long term consumers behaviours that we need to immerse in to bring new and actionable insights to the brands? This multimedia presentation explores “the evolved consumer”.


Seizing opportunities inside the crisis
Increasing the value of a pasta brand, case study

Monica Kleiman, GfK, Argentina
Mercedes Mahlknecht, Molinos, Argentina

  • A relevant proof on how the crisis can be a source of opportunities, having the courage and the vision to take risky decisions at the right moment.
  • Argentina went through its worst economic crisis during 2001-2002. In that recessive scenario, Molinos saw a business opportunity and bought Lucchetti, a Chilean convenience dry pasta brand, present in the argentine market since 1997.
  • In 2005, Molinos decided to explore the possibility of turning Lucchetti into an umbrella brand.
  • An innovative approach in market research confirmed this could be achieved through a change in its positioning.
  • After some years of research and hard work Lucchetti was turned into a mother brand of greater value and contribution, covering a wide set of food categories beyond dry pasta.

Beleza natural
Expanding from the base of the pyramid

Hy Mariampolski, QualiData Research, US
Maribel Carvalho Suarez, Federal University of Rio de Janeiro, Brazil
Leticia Moreira Casotti, L’Oreal, Brazil

 


Forecasting a market in a chaotic environment
Learnings from Ecuador a highly volatile economy

Esteban Vega, Corporacion Maresa Holding, Ecuador

Many product markets in developing economies show high variability; therefore predictions on their future performance are many times inaccurate. This presentation analyses the effectiveness of three market size estimation techniques and their accuracy in explaining the future behaviour of the automotive market in Ecuador. A demand function, time series and expert forecasting are tested for years 2008 and 2009.


A look to the global crisis in Latin America
Learning from the Mexican consumer experience

Alicia Martin del Campo & Gloria Hidalgo, Qualimerc, Mexico

  • Presentation provides deep understanding of Mexican experience of crises, since the theoretical framework of grieving process.
  • Learning is based on how the Mexican consumers have reacted and adapted to actual crisis taking their memories regarding past experiences.
  • Identifies adaptative mechanisms that consumers have developed to adapt their shopping and consumption patterns.
  • Deep understanding of Mexican experience will provide insights that can be applied to the cultural region, where a lot of values, affections and symbols are shared.
  • Relevant to those who are involved with different marketing areas for Latin American markets. Providing a reflexive thinking about how to take advantage of brand equities to reinforce bonding with consumer in crisis and identify new ways to communicate with them.

 

TUESDAY 25 MAY - CONFERENCE DAY TWO

Social media and market research in Latin America
Enemies or best friends?

Diego Meller, Livra, UK

Although social media is now dominating the way people use the Internet and behave, most market research companies are ignoring how important the phenomenon is to our industry. In a business where consumers' opinions are so crucial we cannot ignore the fact that people are now constantly speaking out their minds on blogs, twitter, Facebook and other sites. This is particularly relevant to Latin America, as various studies show the region's dominance in this area. The presentation will:

  • Explore and showcase the reach and relevance of "Web 2.0" and Social Media.
  • Detail why this is important for the research industry.
  • Show data and examples of why this phenomenon is also relevant to Latin America.
  • Give a few ideas and tools to leverage Web 2.0 for research.

Decoding the digital needs

Ana Patricia Sequeira, TNS Research International, Brazil

The paper will present selected results from a self funded research study into the use of digital media across Brazil, involving a qualitative and a quantitative investigation.
The qualitative phase will be done on line using Dialogue (TNS on line technique) to allow an immersion in the consumers world that will be portrayed by themselves in texts, ways of writing (slams and punctuation), illustration (images and movies). The quantitative phase will be done on line with 1000 interviews distributed in 5 major cities of Brazil (São Paulo, Rio de Janeiro, Recife, Curitiba and Porto Alegre).

There are a plenty of research studies covering the “digital’ issues, but what distinguishes this study from others is that we will look into the ‘why?’ – The underlying motivations of consumers. Only through understanding the ‘why?’ can you be sure you have the ‘what?’ right for your brand. This presentation explores a way to identify these needs/ motivations and how to apply it to help positioning the digital campaigns.


Webnography a new market survey technique
Space turning into virtual territory

Manuel Barberena, Pearson, Mexico
Maria Elena León, Factory Ideas, Mexico

Currently, there are a thousand million cyber users throughout the world. In 2013, there will be two thousand million users. In Latin America, there are 180 millions cyber users and 30 millions of them are Mexicans. The activity of cyber users is very intense, especially when they talk about a regional / global topic or when they talk about themselves and what they frequently do online. Through social networks as Facebook, Hi5, Myspace by example or in their blogs, cyber users tell us about their experiences with different products, brands and services. They talk us about their likes, dislikes and preferences.

The webnograhpy allows us to transform all web information into knowledge. Factory Ideas by Pearson gets close to cyber users to interact with them and know their thoughts and feelings about certain brands, products, services or public characters.


Looking for Eric
In the search of the HUB consumers

Luiz Sá Lucas & Leonardo Soares, Ibope Inteligência, Brazil

WEB 2.0 sites are an immense area of interaction among users of a given brand (teenager nets for Procter&Gamble, for example). Sites such as Facebook, LinkedIn, Orkut, Qzone, and Twitter account today for about 700 million registrations. In 2001 over 1 billion messages were sent by mobiles only in Singapore. We are all aware of the damage a clip posted in YouTube can do to a brand in just few minutes...Finding what we call HUBS (preferential nodes in the net) can help Companies to speedy react against these threats, promote brands, new products etc. working with fewer people than the whole net. This presentation won’t dive into math stuff, but essentially, through a real case study, show how it is possible to find these HUBS and analyse the composition of the cluster that gathers around it.


"Me to We" Research: digital characters
A new way of looking at ourselves

John Kearon, BrainJuicer, UK

'Me-to-We Research' challenges the central market research dogma that suggests practitioners should only ever ask people about their own motivations, actions and future behaviour. In the current ‘Me’ research approach, researchers only ever ask ‘me’ about my actions, motivations, thoughts and future behaviour. Two insights challenge this: first, ‘Me’ Research is problematic in that we are often unreliable witnesses to our own motivations and behaviour; and second, as social animals we are quite adept at observing and predicting behaviour in others, supporting a transition from ‘Me’ to ‘We’ Research.

In ‘We’ Research, we unite a number of strands of emerging research with completely new approaches and define a new map of market research. As presented in the 2009 ESOMAR Congress Masterclass, we have identified four levels in our pyramid of ‘We’ Research: Mass Anthropology in which we tap into the vast amount of information or data freely available on the internet, Mass Prediction in which we use the wisdom of crowds to successfully predict winning concepts, Mass Enthnography in which we can make use of peoples’ natural tendency to observe others, and Co-Creation where we can achieve great insights through connecting with engaged consumers.

In the Mass Anthropology dimension of ‘We’ Research, we have developed a truly revolutionary innovation that goes one step further than simply measuring the volume and basic context of consumer dialogue on the Web, that of the creation of digital characters which we are calling DigiViduals™. DigiViduals™ are on-line digital personas that help researchers make sense of the massive amount of information available on the internet in micro-blogging sites such as Twitter. These digital characters are programmed to reflect the profile of a member of a target demographic group by gathering and synthesizing information published by other members of its demographic and re-posting recurrent themes. Through their interactions with real on-line consumers, DigiViduals™ can provide real understanding of how consumers of a target group are feeling and expressing in their online communications, and yield actionable insights for marketers.


Effective semiotic codes in adolescents

Carlos Hernandez, Feedback, Colombia

Our presentation is aimed at showing the relevance and strategic potential of semiotic analysis in market research and advertising, especially in the development of image, positioning and communication projects; and in the deep understanding of engagement aspects for population segments and by life cycles based on the experience with a syndicated research study called ASSERTIVE COMMUNICATION CODES WITH THE ADOLESCENT SEGMENT . We will discuss some of the techniques in which we have been certified as an agency by Semiotic Solutions and we will show the creative path that goes from the definition of a working framework, through the development of decoding workshops, to the validation of hypotheses produced in these workshops with consumers.

We are interested in highlighting the way in which communication is imbued with unconscious meanings and the way these meanings are linked to the identity and emotionality of a certain target in a certain cultural context. We will share with the audience some of the code categories that have been revealed and validated in their communication potential; among these we have: Codes of hyper reality, codes of polarity/duality, differential codes for the symbolization of the adolescent, male, female network group as well as codes alluding mental and sexual growth.


Latin eye tracking
Successful regional use of a neurophysiologic technology

Carolina Mejia Posada, Team, Colombia
Catalina Mejía R., YanHaas, Colombia

This case study proves the successful implementation of an innovative research technology, not only in the region but particularly also in Colombia, by Team, a food company developing a methodology which uses the neurophysiologic technology called Eye Tracking in the preliminary testing of TV advertisements. Team has headquarters in Colombia, Chile, Mexico and the United States and is leader in the manufacture of oil and grease.


PANEL DISCUSSION
INNOVACTION: Mythbusters about innovation
An interactive panel exploring actionable innovation

Moderated by:
Laura Nino Caceres, Founder of Thought Refinery, Netherlands
Luis Fernando Chavarro, Innovation Advisor of Entrepreneurship Support Center of the Chamber of Commerce of Bogotá, Colombia

Laura and Luis Fernando will moderate this panel, first presenting an Innovation Case Study about innovation rally conducted in Bogota by the Chamber of Commerce where many myths about it were busted. Laura and Luis Fernando will share with the audience their experience through main takeaways and challenges in order to define innovation solutions for a multinational client within 48 hours and four teams of random participants from Bogota interested in providing solutions.

The methodology designed for the innovation rally along with key learnings will be shared and posed to panel audience as a way to generate overall knowledge from a client and research perspective about innovation.

Myths that are busted include:

  • Research for Innovation has to be extensive and costly
  • Research for innovation is hard to implement
  • Quanti-and qualitative research is needed in innovation processes
  • Innovation can be only carry out by a group of experts
  • To create a culture of innovation is hard and takes time
  • Innovation is risky

 


Keynote: Landing the innovation airplane
How to make innovation (really) happen in your company

Mario Morales, Founder and CEO, Innovare, Costa Rica

In this interactive session forget about innovation theory and put it in practice in your daily job. After two amazing days of conference, where participants will be full of new knowledge, trends, insights, best practices, contacts and ideas, Mario Morales will take the challenge to wrap-up all the presentations in one slide and guide participants to create an action plan to innovate in their own companies. Global crossroads, social media, digital needs, webnography, digital characters, how do make sense of all these new ideas and transform them into new value-added products and services you could offer to your customers? Mario will challenge your view of innovation and make you think in new ways. Research could help companies on incremental innovation but the customer is a very poor source of ideas for radical innovation. How do we help companies to find new breakthrough ideas through research? You will leave this session energized for making innovation happen in your own company!


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Speakers/authors

Alicia Martín del Campo

Alicia Martín del Campo

Alicia Martín del Campo is CEO and Founder of Qualimerc. She holds a BA in Communication with Specialty in Communication Research and has been a Marketing researcher since 1972, with experience in Mexico, South and Centro America and U.S. in multiple products and services. She has been an ESOMAR member since 1993 and a member of Board of AMAI and leader of the Quality Committee.


Ana Patricia Sequeira

Ana Patricia Sequeira

Ana started her research career at Philips in Marketing Intelligence Area. In 2002,she moved to Research International, when she was dedicated account manager for Unilever, Reckitt Benckiser and Sadia for 4 years.

Ana joined TNS in 2006, and she is currently a Senior Account Manager. In 2009, she was appointed as well as Interactive (on line research) Champion for Brazil. She is responsible for client servicing and managing projects for BAT, Sadia, TIM and others – for both global and domestic projects. Ana has specific expertise in Concept and Product Testing, Branding, U&A, Tracking and Customer Satisfaction Studies.


Carlos Gustavo Hernández Cala

Carlos Gustavo Hernández Cala

Carlos Gustavo Hernández Cala is a psychologist from the Pontificia Universidad Javeriana. During his career he has worked in the areas of education, clinical psychology and market research. He has taken courses on psychoanalytic therapy. Currently he works as Project Director at Feedback participating in the analysis of qualitative, ethnographic and semiotic studies.


Carolina Mejia Posada

Carolina Mejia Posada

Carolina Mejia Posada is a psychologist with business administration, and consumer behavior studies as well as a 10 year background and experience in various marketing research agencies and companies. She now is the VP of the Consumer Understanding Department at Team Foods, company which is a leader in the fats and oil industry Colombia . In her current role Carolina investigates and brings to the company the best and most innovative research techniques and tools adapting them to their needs and generating strategic knowledge of the clients and consumers for the different Business units. (Food Services, Mass Consumption and Special Ingredients) and Countries. Carolina is also a teacher at major universities in Colombia and has participated as a lecturer in various seminars and congresses.


Catalina Mejia Rozo

Catalina Mejia Rozo

Catalina Mejia Rozo is President of YanHaas S.A. and Ágora, a Colombian Market Research Association affiliated to Fenalco. She has particular interest in “in depth knowledge of consumer´s lifestyle trends” and in the development and implementation of neurophysiologic techniques applied to market research in Colombia, project in which YanHaas has been working using technologies like Eye Tracking, EEG and GSR (Galvanic Skin Response).


Diego Meller

Diego Meller

Diego is a co-founder and co-CEO of Livra. Livra was founded in 1999 and is the leading online market research agency in Latin America. Through a cutting edge survey focused online social network Livra has recruited over 1,000,000 panelists. Although acquired by Ipsos in 2008, Livra still operates as an independent specialised unit within the group. Diego is also involved as an investor in other Internet related businesses.


Esteban Vega

Esteban Vega

Esteban Vega has always been interested in learning about new theories and methodologies and testing them in a variety of settings: From choice to personality theories; from stated to revealed preferences; from perfect competition to game theory. For some time, he has also been interested in applying micro-economic models to understand reality. He decided to pursue a MS degree on Economics at Oregon State University (Food Markets and Trade). After that he went for a project that would give him real world skills, this resulted in an MBA degree from University of Oregon.

During the MBA program, he realized how all those economic tools could be applied to solve marketing issues with scientific rigor. Seven years have passed since he left the scientific world and went to market research practice; first on the producer side as quantitative manager at Consultor Apoyo. Then from the client perspective, as research manager at Coca Cola and now as Market Intelligence & CRM manager at Corporación Maresa (which represents Mazda, Avis, Kawasaki & Ford in Ecuador).

At the moment his interests are focused on understanding the decision-making processes using behavioral economics, psychographics and other sciences and on producing handy market research tools for business plans.


Gabriel Castellanos

Gabriel Castellanos

Gabriel is the CEO of Millward Brown Andean Region with more than 14 years of extensive experience of the challenges facing both global and local brands. Throughout his career, he has worked extensively both in qualitative and quantitative research specializing in brand building, trade research and communications strategy. Prior to joining Millward Brown Gabriel held different positions over time in different areas such as research, brand management, trade management and corporate affairs.


Gloria Hidalgo

Gloria Hidalgo

Gloria Hidalgo has been a Research & Planning Director of Qualimerc since its foundation. She has a background in Psychologist with Marketing studies. She is also a Marketing researcher with 15 years of experience in Mexico, South and Centro America in multiple products and services.

 


Hy Mariampolski

Hy Mariampolski

Managing Director of QualiData Research Inc., Hy's doctoral education combined sociology, social psychology and cultural anthropology. He has designed, directed and conducted ethnographic and other creative qualitative research studies for major global companies such as Barilla, Citibank, GlaxoSmithKline, Johnson + Johnson, Clorox, Colgate-Palmolive, KPMG, Motorola, Georgia-Pacific, and Nissan Motors, among others.

A pioneer in the application of ethnographic methods for marketing research, Hy is the author of two books for practitioners and research managers, Ethnography for Marketers: A Guide to Consumer Immersion (Sage, 2006) and Qualitative Market Research: A Comprehensive Guide (Sage, 2001).

Dr. Mariampolski serves as a member of the Board of Advisors of the Masters of Market Research program at the University of Georgia and on the Dean’s Advisory Council at the College of Liberal Arts at Purdue University. A tireless educator, Hy teaches Ethnography for Marketers workshops at ESOMAR’s worldwide conferences and trains marketers on ethnography and other qualitative research methods in the U.S. and across the globe.


John Kearon

John Kearon

Kearon, recently dubbed "the Steve Jobs of Market Research", is Chief Juicer and Founder of BrainJuicer Group PLC. BrainJuicer has been twice winner of the ESOMAR Award for Best Methodology, in 2005 and 2007, and John was recently awarded the Advertising Research Foundation’s Gold Award for Great Mind/Research Innovator of 2008. John’s recipe for entrepreneurial success is: creativity, resilience, determination, perseverance, stamina, drive, imagination, resourcefulness, courage, self-belief, commitment, ability to go without sleep and a touch of madness.


Jorge Alagón

Jorge Alagón

Jorge Alagón is VP Millward Brown Optimor México. Jorge has more than 16 years of experience doing brand consulting based on market research and statistical models. Prior to joining Millward Brown, we worked for JWT as Senior Strategic Planner for 3 years. He has an M.S. in Applied Statistics from the University of Oxford and BSc. in Applied Maths from ITAM. He currently lectures at several MBA-level courses in Mexico (ITAM & UP) and Chile (UAI). He is a frequent public speaker and writer for local marketing magazines.


Karina Besprosvan

Karina Besprosvan

Karina is Research Director Latin-America for OmnicomMediaGroup. Before, she was OMD's Research Manager Chile and LATAM since 2007, after the fusion between Optimum Media, Media Direction and Tactical Media, all media agencies related to BBDO Chile, DDB Chile and TBWA\Frederick, respectively.

In 2006, her unit received the award “Best Research LATAM unit from OMD”, distinction posted by the company’s CEO. She holds university studies in Marketing, Advertising and Sociology, in Argentina. A Diploma in Business Planning from Westminster University, London. And a Master in consumer behaviour from UAI University Chile.

She has a good track experience teaching and writing in marketing and research subjects. Among her last LATAM studies are: “Between the public and the privacy. The gays world”, “Moms and technology”, “Living singular: mononuclear families”, “Making efficiency in product placements”. She is the Chilean representative for ESOMAR, being selected as a committee member for the LatinAmerica 2008 Esomar World Research Conference and as a speaker in W3 2008 and Online Research Conference 2009 with the paper “Tweetmiotics”.


Laura Nino Caceres

Laura Nino Caceres

Laura is a pragmatic socio-cultural analyst with more than five years of experience designing research methodologies for public and private strategic development activities in Latin America, USA, and Europe.

Laura’s approach has been successfully used and valued by the United Nations (CEPAL) and the Inter-American Development Bank (IDB).

At Philips Design she designed research studies for the Philips’ Healthcare and Lifestyle departments for several years. Her tools have proved successful by empowering and engaging target groups with sensitive health conditions through co-creation activities. Laura is currently the founder of Thought Refinery: creative strategic thinking.


Luiz Sá Lucas

Luiz Sá Lucas

Luiz Sá Lucas, Technical Director of Ibope Inteligência and ESOMAR Representative in Brazil, is an experienced speaker who has presented papers in ESOMAR Latin-American Congresses (S.Paulo-1991, Mexico City-1993 and B. Aires-1995), ESOMAR Congresses (Berlin-1998 and Lisbon 2007) and in Sawtooth´s Software Conferences (USA – 2000, 2004 and 2007). Also presented papers in the Brazilian ABEP Conference in 2004 and 2006. He teaches in the Superior School of Advertising and Marketing in Rio de Janeiro.


Manuel Barberena

Manuel Barberena

Manuel Barberena is the founding partner and CEO of Pearson, one of the most important Marketing Research firms in Mexico. Pearson also represents Envirosell, one of the most important Category Management companies in the world. He is also founder partner of Kitelab, the first regional group owned by Latin-Americans.

Manuel Barberena studied Political Science and Public Administration at the National Autonomous University of Mexico (UNAM). With the support of the Fulbright Scholarship, Mr. Barberena got a Masters Degree in Political Science and Political Data Analysis (MS) at the State University of New York.

Mr. Barberena was named the National Representative of ESOMAR in Mexico from 1995 to 1998. He is an active member of the Mexican Association of Marketing Research and Public Opinion Agencies (AMAI), and became its president from 2004-2006.

In the year 2000 Mr. Barberena was named member of the Advisory Board of the Marketing Research Master of Science in the University of Texas at Arlington and has participated as a speaker in many conferences in Mexico, Venezuela, Chile, Argentina, Panama, The United States and several European countries.

He was also member of the Board of Directors of CASRO from 2004-2007


María Elena León Robles

María Elena León Robles

María Elena León Robles is one of the founders of Factory Ideas. She is anthropologist and holds a Master in Social Imaginaries from Escuela Nacional de Antropología e Historia, México. She has published a lot of articles about young identity and cultural practices (including fashion and new technologies).

She started work in opinion research since 2002 at many companies in México doing field work as a researcher.

In 2008, she started to do online market research, known as webnography, and created Factory Ideas, a company specialized in online market research. This new methodology allows started a syndicated online research study called “From X to Z”, that explores different ways of different generations to use Internet. In 2009, Pearson and Factory Ideas started to work together developing webnography and creating new qualitative methodologies.


Marta Lagos

Marta Lagos

Marta Lagos is the founding director of Latinobarómetro Corporation. She holds an M.A. in Economics from the University of Heidelberg, Germany. She started work in opinion research in 1984 at the Centro de Estudios de la Realidad Contemporánea (CERC) of which she was director from 1990 to 1993. In 1994, she founded her own market and opinion research company in partnership with UK-based MORI.

Marta Lagos is author of the Barómetro CERC, which has monitored the Chilean transition since 1987, and of numerous other publications. She has correctly forecast the results of Chile’s presidential elections from 1988 onwards. She is a member of the group that carries out the World Values Survey and part of the committee that organizes the worldwide Comparative Study of Electoral Systems (CSES). In addition, Lagos has acted as a consultant on surveys and transitional electoral processes in 23 countries. She is a founding member and coordinator of Globalbarometers, an organization that brings together the Asian and African Barometers. Together with Latinobarómetro, these provide indicators of opinion in more than 64 countries around the world. Marta Lagos is also a member of the board of several Chilean organizations including FINAM, the local branch of Women's World Banking, and a consultant to the UNDP, the World Bank and the IDB.


Mario Morales (keynote speaker)

Mario Morales

Mario Morales is the founder and CEO of Innovare, an innovation, strategy and creativity consulting firm that focuses on helping companies to grow and be more competitive. Its customers include GE Money, Holcim, Cargill, Astrazeneca, Baxter and Toyota, among others. Mario is an international speaker in the subjects of innovation and creativity. He is the author of numerous articles on innovation. He is recognized for his capacity to make manager and entrepreneurs think different and question their beliefs.

He worked as a researcher at the Latin American Center for Competitiveness and Sustained Development and as invited professor on the executive education programs of INCAE Business School, on the subjects of innovation and creativity. He has focused on 4 areas of innovation: design of programs to systematize innovation, programs to create a climate and culture of innovation, innovation in services and blue ocean strategy.

He has been a serial entrepreneur and has started various software companies, including Aura Interactiva, the largest custom e-Learning development company in Latin America. Mario has an MBA from INCAE Business School.


Mary Tabion

Mary Tabion

Mary Tabion manages Euromonitor International’s syndicated consumer packaged goods and services research for the Americas in the company’s Chicago office.

In her current position, Mary works with analysts in 15 countries to cover a range of industries, including household care, packaging, food, drinks, personal care, consumer finance and retailing to generate databases and reports for Passport, Euromonitor’s online market intelligence system. Mary has been part of Euromonitor’s syndicated research team for over 10 years.

 


Mercedes Mahlknecht

Mercedes Mahlknecht

Studies: Degree in Business Administration - Argentine Catholic University (U.C.A.)
Accountant - Argentine Catholic University (U.C.A.)

  • Senior Brand manager for Lucchetti at Molinos Rio de la Plata (2003 to date)
  • Regional product manager for Kimberly Clark (2002/2003)
  • Trade Marketing at Unilever Argentina (April 2002 to October 2003)
  • Product manager for Kimberly Clark Argentina (2000-2002)
  • Marketing assistant for Crackers at Nabisco Terrabusi (1998 to 2000)
  • Harteneck López & Cía. Taxes (1997 to 1998)
  • Philip Morris product assistant for Tang juices (1996 to 1997)

Monica Kleiman

Monica Kleiman

Monica Kleiman is General Manager for GfK Kleiman Sygnos, and Founding Member of SAIMO (Argentine Society of Marketing and Opinion Researchers).

 


Nigel Hollis

Nigel Hollis

Nigel Hollis is Millward Brown's Chief Global Analyst. A 30 year research veteran Nigel's experience and understanding of how marketing communications can build and maintain brands helps him address the issues facing marketers in today's fast changing world.

Nigel is a four-time winner of WPP's prestigious Atticus Award for original thinking and his book, The Global Brand, was published by Palgrave Macmillan in 2008. His latest thoughts on marketing, media, and marketing research can be found on his blog, Straight Talk with Nigel Hollis, at http://www.mb-blog.com.


Roxana Strohmenger

Roxana Strohmenger

Roxana serves Market Research professionals and is responsible for the collection and insight gathering of Forrester's Consumer Technographics® product, for North America, Europe, Asia Pacific, and Latin America. She is an expert on market segmentation, quantitative research methodologies, survey design, and data analysis. Roxana recently helped launch Forrester’s Latin American Technographics® and is responsible for writing, fielding, analyzing and providing deep, comprehensive data and insights in this fast changing region.

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Hotel & venue

Cartagena de Indias, Colombia is a charming travel destination, blessed with a strategic location on the Caribbean Sea, Cartagena's main attractions are yet undiscovered in the Colonial Old Town.

The 341 room deluxe beachfront Hilton Cartagena Hotel is located at the widest point of El Laguito Peninsula, surrounded by water on its three sides, just 10 minutes from the ancient walled city, making all historic sites readily available to guests, and 15 minutes from the International Rafael Nuñez Airport.

Showing the world its magical marriage of Caribbean flavor and its Spanish heritage, Cartagena, Colombia has the privilege to have in one place a Hilton Hotel with its own Convention Center & Executive Tower to provide visitors all required technology and comfort.

Hilton Cartagena Hotel

Address:

Hilton Cartagena Hotel
Avenida Almirante Brion, El Laguito
Cartagena
Colombia 1774

Telephone: +57-5-6650660
Fax: +57-5-6652211

Click here for the venue's website

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