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Fine Research

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Netquest

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CIM

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D.I.M.M.

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Programme

Latin America 2017 programme
.pdf (378.4 KB)


= ESOMAR Member

Wednesday, 5 April 
Conference registration: 13:00 - 19:00
Exhibition: 19:00 - 20:00
Workshops
14:00 - 17:00 esESOMAR Training Session
esUsing Design to Increase Your Impact
Infographics to make research digestible
Presenting messages across platforms has become a harder task ever since the information we are exposed to has increased exponentially, making us immune to anything that is not memorable or attractive
Using Design to Increase Your Impact
Infographics to make research digestible

Cordelia Serrano

Strategy Director
Big Balloon
Mexico
Read more
Cordelia Serrano
, Big Balloon, Mexico

17:15 - 18:00 esSponsored by Toluna
esDigitalization & Automation to Expand the Possibilities for Insights
Empowering marketers to better understand their concepts
Insights need to move faster than consumers, and need to help power marketers to act and react in real-time in our digital world. Concept testing is the largest overall expenditure for
Digitalization & Automation to Expand the Possibilities for Insights
Empowering marketers to better understand their concepts

Marco Gastaut

Managing Director - South Europe & LatAm
Toluna
UK
Read more
Marco Gastaut
, Toluna, UK

18:15 - 19:00 esSponsored by Fine Research
esBest Practices for a Digital Transition with Healthcare Targets
Practical tips, processes, challenges and opportunities!
While LatAm researchers are widely trained in the transition of traditional consumer research to online, there has been little discussion on how to best tackle this with medical segments, a process
Best Practices for a Digital Transition with Healthcare Targets
Practical tips, processes, challenges and opportunities!

Diego Casaravilla

Founder & Managing Partner
Fine Research Latin America
Argentina
Read more
Diego Casaravilla
, Fine Research Latin America, Argentina

19:00 - 20:00 Welcome reception
Thursday, 6 April - Conference day one 
Simultaneous translations from and into English and Spanish will be provided.
Opening
09:00 - 09:05 enOpening
Niels Schillewaert, ESOMAR President
09:05 - 09:15 esWelcome
Alejandro Garnica, AMAI, Mexico
Olga Nelly Espinoza Villegas, ESOMAR Representative for Mexico
09:15 - 09:25 esIntroduction to the programme
Jorge Fonseca, Programme Committee Chair
IN-Context: Setting The Scene
09:25 - 09:45 enenBusiness in Today's Latin American Society
Responding to conscious consumers and social needs
Businesses operating in Latin America's current environment face consumers who put greater pressure on companies and products to be socially responsible and healthy, but at the same time have less… Read more
Business in Today's Latin American Society
Responding to conscious consumers and social needs

Stephanie Landers

Strategic Research Consultant and International Project Manager
Euromonitor International
USA
Read more
Stephanie Landers
, Euromonitor International, USA

IN-Branding: Global & Regional Brands
09:40 - 09:50 Introduction by session chair
Edwin Taborda, Mondelēz Latin America, Colombia
09:50 - 10:10 enenWhat “The Godfather” has to do with Coca-Cola
Unveiling the protocol and quality control consigliere
A consigliere is an advisor who works very closely with the boss, with the unique capability of challenging the boss when needed to ensure plans are foolproof. The Infotools' consiglieres have ensured… Read more
What “The Godfather” has to do with Coca-Cola
Unveiling the protocol and quality control consigliere

Cecilia La Greca

Global Protocol Custodian and Audit Manager
Infotools
Argentina
Read more
Cecilia La Greca
, Infotools, Argentina

Thomas Walker

Senior Director
The Coca-Cola Company
USA
Read more
Thomas Walker
, The Coca-Cola Company, USA

10:10 - 10:30 enenBrand Semantic Clustering
Understanding brand image by processing big data
Brand Semantic Clustering suggests innovation, comprehensive, spontaneous, perennial and economic outlook on market research. It provides insights concerning brands based on the semantic… Read more
Brand Semantic Clustering
Understanding brand image by processing big data

João Gabriel Cauduro Brunetti, AMBEV, Brazil

Laura Kroeff

Products & Development VP
Box1824
Brazil
Read more
Laura Kroeff
, Box1824, Brazil

Rebeca Sainati Gharibian

Head of Consumer Insights
AMBEV
Brazil
Read more
Rebeca Sainati Gharibian
, AMBEV, Brazil

10:30 - 10:35 Sponsor fast track
How can I help your business?
1. Netquest, 2. Fine Research, 3. Toluna, 4. CoolTool, 5. Tobii
10:35 - 11:15 Networking break & photo session
IN-Retail: What's In Store?
11:15 - 11:25 Introduction by session chair
Edwin Taborda, Mondelēz Latin America, Colombia
11:25 - 11:45 en+esen+esIs Shopping Cultured?
An exploration into the global language of consumer decision-making
What goes through your mind when you make a shopping decision? What do you think about? How do you decide? How does this vary when you buy different things? How do different people think? This is the… Read more
Is Shopping Cultured?
An exploration into the global language of consumer decision-making

Alexander Wheatley

Innovation Researcher
Lightspeed
UK
Read more
Alexander Wheatley
, Lightspeed, UK

Joaquim Bretcha

ESOMAR Council Member / International Unit Business Director
Netquest
Spain
Read more
Joaquim Bretcha
, Netquest, Spain

11:45 - 12:05 esesSuccessful Snacks and Shopper Insights
Reaching value creation strategies for value-destroying segments
Get to know how PepsiCo Foods achieved a turnover in the assorted multipacks segment in Colombia, after losing market share for 2 years in a row, applying an actionable segmentation model and simple… Read more
Successful Snacks and Shopper Insights
Reaching value creation strategies for value-destroying segments

Jorge Andres Mendez

CEO
Synapsis Research
Colombia
Read more
Jorge Andres Mendez
, Synapsis Research, Colombia

Juan Pablo Garcia

Foods Division Head of Analytics for Central and South America
PepsiCo
Colombia
Read more
Juan Pablo Garcia
, PepsiCo, Colombia

12:05 - 12:25 eses Cocktails, Spirits… and all those in between!
Digital path to purchase in the liquor and spirits industry
In this research we analyze the digital path to purchase for spirits shoppers' trough the Meter Netquest digital tool in a digital panel with a sample of 660 spirits consumers with the following… Read more
Cocktails, Spirits… and all those in between!
Digital path to purchase in the liquor and spirits industry

Gabriela Parias

Online Experience Chief
Pernod Ricard
Colombia
Read more
Gabriela Parias
, Pernod Ricard, Colombia

Maria Alejandra Velandia Sanchez

Consumer Insights Manager
Pernod Ricard
Colombia
Read more
Maria Alejandra Velandia Sanchez
, Pernod Ricard, Colombia

12:25 - 12:45 Let’s go shopping!
An interactive debate with the speakers of this block
12:45 - 14:15 Lunch (all delegates) + Click client lunch
IN-Sights: Knowledge Management & Audio Fuel
14:15 - 14:25 Introduction by session chair
Heriberto López Romo, Instituto de Investigaciones Sociales, Mexico
14:25 - 14:45 enenBack To Basics
Traditional methods as a powerful tool for knowledge management
Market research culture is not always developed in companies. When it is, occasionally the team finds it difficult to incorporate the learnings from one project into the other. Other times, they are… Read more
Back To Basics
Traditional methods as a powerful tool for knowledge management

Karen Klas

Account and Planning Director
IBOPE Inteligência
Brazil
Read more
Karen Klas
, IBOPE Inteligência, Brazil

Paola Toscano

Sr. Insights & Marketing Intelligence
Avon
Brazil
Read more
Paola Toscano
, Avon, Brazil

14:45 - 15:05 esesSmall Is Beautiful… And Insightful Too!
Interactive voice dialogues for profile-controlled data collection
In a world of ever growing changeability affecting societies' decision making, the ability to monitor behavior is becoming of increasingly necessary. When we are able to collect and monitor behaviors… Read more
Small Is Beautiful… And Insightful Too!
Interactive voice dialogues for profile-controlled data collection

Juan Chasan

Co-Founder & General Manager
Merlin Telecom
Venezuela
Read more
Juan Chasan
, Merlin Telecom, Venezuela

Pablo Cibella

Strategic Research & Market Innovation
StatMark Group
Venezuela
Read more
Pablo Cibella
, StatMark Group, Venezuela

IN-Markets: The Case Of Cuba (& BOLIVIA)
15:05 - 15:25 esesHow to Conduct Research in a Virgin Market
Challenges of doing the first market research study in Cuba
The presentation will be done based on the learnings of doing the first market research study done in Cuba, BrandZTM. BrandZTM is a brand valuation conducted by Kantar Vermeer's, a leading brand… Read more
How to Conduct Research in a Virgin Market
Challenges of doing the first market research study in Cuba

Fernando Alvarez

VP Client Service
Millward Brown
Mexico
Read more
Fernando Alvarez
, Millward Brown, Mexico

15:25 - 15:35 esCapsule-invited country: Bolivia
Exploring the Profiles of Digital Consumers and Millennials in Bolivia
Roger Lopez, Captura Consulting, Bolivia
15:35 - 15:55 Intuitive, Insightful, Integrated, Innovative and Instant! Do we want it all?
An interactive debate with the speakers of this block
15:55 - 16:30 Networking break
16:30 - 16:40 enESOMAR News Flash!
16:40 - 17:10 esKeynote speaker
esWhat Now?
Mexico’s challenges in the Trump Era and the new geopolitical frame for Latin America
Latin America is facing one of the most complex moments in its recent history. From the corruption scandals in Brazil, to the turmoil in Venezuela, from Mexico’s border relationship with USA to… Read more
What Now?
Mexico’s challenges in the Trump Era and the new geopolitical frame for Latin America

17:10 - 17:50 esIN-Mind: Neuromarketing Master Class
esState of the Art of Science and Evidence Based Neuromarketing
Future directions for the applications of neurosciences into market research
Neuromarketing emerged during the late 90s, at which point brain-imaging techniques were not as developed as they are today. However, an increasing interest in depicting consumer motivation and brain… Read more
State of the Art of Science and Evidence Based Neuromarketing
Future directions for the applications of neurosciences into market research

Jaime Romano

Director (CEO)
Neuromarketing SA de CV
Mexico
Read more
Jaime Romano
, Neuromarketing SA de CV, Mexico

18:30 - 23:30 Networking cocktail
Hosted by our Latin America Partner NETQUEST

Netquest invites you to an exclusive cocktail evening. A customized artistic experience indulged with Mexican flavours! Venue: the stunning MAP (Museo de Arte Popular) - Calle Revillagigedo 11, Cuauhtémoc, Centro. The ESOMAR Staff & Netquest Team will meet you at the Hotel Lobby from 18.30 to 18.45 to guide you to the venue located just minutes away. Do not forget your conference badge and great mood for an unforgettable night!

Friday, 7 April - Conference day two 
Simultaneous translations from and into English and Spanish will be provided.
IN-Monitor: Multi-Media World
09:00 - 09:10 Introduction by session chair
Laura Pellerano Berga, HBO Latin America, USA
09:10 - 09:30 esesMexican TVolution
The present and future of TV is about deep understanding of the audiences.
Big Data is enabling us to exploit this understanding in order to create more value.
Television is the intersection of… Read more
Mexican TVolution

Juan Carlos Sanchez

VP Audience Insights and Analytics
Sony Pictures Television Networks, Latin America
USA
Read more
Juan Carlos Sanchez
, Sony Pictures Television Networks, Latin America, USA

09:50 - 00:00 esesJust Kidding
Why using humour in your brand communication is something serious
Just after food, humor is an important symbol of Mexican pride. We like to think that our humor is unique and unmatched, which has turned it into a given for all Mexicans and, thus, a difficult… Read more
Just Kidding
Why using humour in your brand communication is something serious

Pamela Gutierrez Sanchez

Manager of Syndicated Studies
De La Riva Group
Mexico
Read more
Pamela Gutierrez Sanchez
, De La Riva Group, Mexico

Salvador Mata

Research Director
MTV Networks
USA
Read more
Salvador Mata
, MTV Networks, USA

09:50 - 10:05 enINterview
enA Conversation with Globo
Exploring innovative paths to audience engagement
Listening how GloboTV, one of the largest media companies in the world (producing around 2,400 hours of entertainment and 3,000 hours of journalism per year in Brazil) runs Conversa, a multi-platform… Read more
A Conversation with Globo
Exploring innovative paths to audience engagement


Moderated by:
Adriana Rocha, eCGlobal Solutions, Brazil

Participants:

Ana Frias

Executive Supervisor of Viewers Relationship
GloboTV
Brazil
Read more
Ana Frias
, GloboTV, Brazil

10:25 - 11:00 Networking break
11:00 - 11:05 Introduction by session chair
Adriana Rocha, eCGlobal Solutions, Brazil
11:00 - 11:10 Introduction by session chair
Adriana Rocha, eCGlobal Solutions, Brazil
11:10 - 11:30 enenA Journey to Artificial Intelligence
Using A.I. for customers insights in Latin American countries
It has become apparent in the last few years that social listening & analytics is an integral part of market research and customer insights. The main skill required to analyse big data is A.I.… Read more
A Journey to Artificial Intelligence
Using A.I. for customers insights in Latin American countries

Michalis Michael

Chief Executive Officer
DigitalMR
UK
Read more
Michalis Michael
, DigitalMR, UK

11:30 - 11:50 esesSocial Media meets Artificial Intelligence
Automated identification of discussion topics in Twitter communities
How to extract valuable insights from a noisy medium such as Twitter? Our approach is to use artificial intelligence to extract semantic features from the data. Once these features are extracted we… Read more
Social Media meets Artificial Intelligence
Automated identification of discussion topics in Twitter communities

Horacio Gonzalez

Data Science Director Mx
Kantar
Mexico
Read more
Horacio Gonzalez
, Kantar, Mexico

Moisés Arizpe

Data Scientist
Kantar
Mexico
Read more
Moisés Arizpe
, Kantar, Mexico

11:50 - 12:10 esesHow to Work on Big Data and Don’t Die Trying
The case of Mercado Libre
We will illustrate the challenges of big data and applied digital research to online shopping journeys, focusing on four frequent topics: the research approach, the analysis depth, the synthesis of… Read more
How to Work on Big Data and Don’t Die Trying
The case of Mercado Libre

Valeria Bellani

Managing Director
GfK
Argentina
Read more
Valeria Bellani
, GfK, Argentina

12:10 - 12:30 esesDigital Cosmetic Transformation
How digital technologies can transform direct selling in the beauty industry
Yanbal has traditionally succeeded through Catalog Sales and a strong personal contact between their consumer and its salesforce. Technology, on the other hand, and specifically digital access, has… Read more
Digital Cosmetic Transformation
How digital technologies can transform direct selling in the beauty industry

Patricia Grisolle

Corporate Director of Market Intelligence
Yanbal International
Peru
Read more
Patricia Grisolle
, Yanbal International, Peru

Urpi Torrado

CEO
Datum
Peru
Read more
Urpi Torrado
, Datum, Peru

12:30 - 12:35 enSponsored future tech capsule
Using Artificial Intelligence to Create the Future of Discussion Groups
12:35 - 12:50 The Future is Now!
An interactive debate with the speakers of this block
12:50 - 13:00 esINfo-briefing
esCo-Creating the Future
A life in a day of a research in 2050
At the workshop we will use sci-fi narratives to generate self-fulfilling prophecies. This workshop is not about predicting the future in the conventional sense. What we will do is use high quality… Read more
Co-Creating the Future
A life in a day of a research in 2050

Patricio Pagani

ESOMAR Representative for Argentina / Company Director
Infotools
Argentina
Read more
Patricio Pagani
, ESOMAR Representative for Argentina

13:00 - 14:30 Co-crEATe Lunch
IN-Mobile: Exploring Revolutionary Approaches
14:30 - 14:35 Introduction by session chair
Luis Noriega, Netquest, Spain
14:35 - 14:55 esesMobile Evolution vs. Revolution
Mobile has been a methodology which has been present in the Market Research industry for few years already and even the knowledge about what it can do and its main benefits is wide spread its use is… Read more
Mobile Evolution vs. Revolution

Anibal Cantarian

Ex-President of CEIM
Ipsos
Argentina
Read more
Anibal Cantarian
, Ipsos, Argentina

14:55 - 15:15 esesUnspoken?
Implicit research method with an engaging mobile interface
Mobile devices are everywhere, and changing everything. Nowadays, people simply swipe or tap their screen to share their opinions with the world. Decisions are influenced by feelings, moods and our… Read more
Unspoken?
Implicit research method with an engaging mobile interface

Juan Andrés Tello

VP Americas
SKIM
Costa Rica
Read more
Juan Andrés Tello
, SKIM, Costa Rica

15:15 - 15:25 Mobile Chat Box
A conversation with the presenters of this session
15:25 - 15:55 enIN-Corporate: Business Partners & Industry Sectors
enLooking for B2B Research Partners in Latin America
Experiences from construction, agricultural and healthcare sectors
While Latin America is a strategically vital market for B2B global manufacturers across multiple industries (accounting anywhere from 8% to 30% of global sales), the amount of research work… Read more
Looking for B2B Research Partners in Latin America
Experiences from construction, agricultural and healthcare sectors

Anne-Laure Lebaron

Global Supplier Relationship Manager
Kynetec
UK
Read more
Anne-Laure Lebaron
, Kynetec, UK

Olga Adushkina

Research Manager
Bazis Group
Russian Federation
Read more
Olga Adushkina
, Bazis Group, Russian Federation

Tatiana Barakshina, Bazis Group, USA
15:55 - 16:25 Networking break
16:25 - 16:30 esBack from the Future!
Result from the Co-crEATe Lunch
16:30 - 16:55 esBest presentation from Congress 2016
esThe Joy of Research
Recovering engagement through F2F methodologies
Global brands are increasingly facing the challenge of gaining relevance in local cultures. While a glocal approach seems the natural way to go, in reality, mapping local regions and developing a… Read more
The Joy of Research
Recovering engagement through F2F methodologies

Adelina Vaca

Head of Ethnography
De La Riva Group
Mexico
Read more
Adelina Vaca
, De La Riva Group, Mexico

Leticia Chárraga

Sr. Manager CMI
Unilever
Mexico
Read more
Leticia Chárraga
, Unilever, Mexico

16:55 - 17:10 esThe Wrap-Up: A round table with the ESOMAR LATAM representatives
Closing
17:10 - 17:20 esProgramme summary
Jorge Fonseca, Programme Committee Chair
17:20 - 17:30 enClosing
Finn Raben, ESOMAR Director General
17:30 - 18:00 Farewell drinks
Register


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Programme committee

Committee Chair

Jorge Fonseca

Jorge Fonseca

Commercial Capabilities Sr Manager, The Coca-Cola Company, USA

Jorge Fonseca is responsible for ensuring commercial execution and refrigeration equipment strategies at Latin Center Business Unit (LCBU) for The Coca-Cola Co., which includes the markets of Central America, Colombia, Ecuador, Venezuela and Caribbean (excluding Puerto Rico and Cuba). He has more than 12 years in the fast moving consumer goods industry, and started his career at Coca-Cola FEMSA and later SCA Consumer in Mexico & Central America. At The Coca-Cola Company he has held various business functions such as Market Execution Manager for Costa Rica, Senior Channel Manager for traditional on-premise and Senior Commercial Execution Manager, having had in these last two roles responsibilities over the whole LCBU business unit. He graduated in Industrial Engineering at the University of Costa Rica and achieved an MBA with emphasis in Finance, and a Masters in Business Administration with emphasis in Marketing.

Committee Member

Adriana Rocha

Adriana Rocha

CEO, eCGlobal Solutions, Brazil

With over 17 years of experience in marketing, technology and market research, Adriana is co-founder of eCGlobal Solutions, a leading provider of online panels, market research services and social media solutions in the Latin American region.
Before founding eCGlobal, Adriana was EVP for eCMetrics, one of the first interactive marketing research agencies in Latin America, and Director Latin America for GMI (Global Market Insite), where she developed strategic accounts with top 25 MR Companies such as Ibope, GFK, TNS, Research International, amongst others.
Adriana has an MBA in Marketing and a BS in Computer Science from Federal University of Bahia, Brazil.

Committee Member

Edwin Taborda

Edwin Taborda

Shopper Insights Senior Regional Manager, Mondelēz Latin America, Colombia

Formerly part of the global and regional insights teams at Procter and Gamble International in different categories and geographies. He was born in Medellin, Colombia and has a degree on International business from EAFIT University, Colombia and additionally has carried out studies on Psychology with Yale University, and a series of studies on Shopper Psychology, Semiotics, Advanced statistics and Shopper Marketing. Edwin loves to learn languages, travel and is becoming a master coach at The International School of Coaching (TISOC).

Committee Member

Heriberto López Romo

Heriberto López Romo

General Director & Founder, Instituto de Investigaciones Sociales, Mexico

Heriberto’s training combines humanism and knowledge of the social sciences with the logic of statistics. He studied Communication at the Universidad Iberoamericana, Mexico City Campus, and has a Master’s degree in Measurement and Statistics at the University of Syracuse, New York. In his career, he has been Director of research agencies, business consultancies and international organisations, college professor and an author of books and articles about research, media, social marketing, advertising, social methods-techniques and demographics.

Committee Member

Laura Pellerano Berga

Laura Pellerano Berga

Director, Strategy & Programming Analysis, HBO Latin America, USA

Laura Berga is the Director of Strategy and Programming Analysis at HBO Latin America, a leader in its region for Pay TV entertainment. During a career spanning over fifteen years, Laura has fine-tuned her talents in meeting the strategic consumer and business-to-business research needs of diverse companies.
In her current role at HBO, Laura oversees a team of analysts that provides the company with audience measurement reports and intelligence, designs and implements surveys using their proprietary web panel. She also works with their internal research team to strategise and execute ad hoc qualitative and quantitative studies to examine specific areas of interest for the individual channels within the group, as well as relevant topics for the cable industry in Latin America.
Laura holds a Bachelor of Science degree in Advertising and Graphic Design and a Masters of Business Administration with a specialisation in marketing and finance from the University of Miami.

Committee Member

Luis Noriega

Luis Noriega

Managing Director - LATAM Norte, Netquest, Spain

Luis Noriega has lead Netquest Mexico since 2010, the first Latin American subsidiary of the Netquest Group, and one of the pioneers in online fieldwork in the region. Throughout his career, he has held leadership roles across various industries such as banking, consulting and corporate services. Luis has an MBA from IESE Business School, and holds an industrial engineering degree from the Universidad Iberoamericana.