Best of - Argentina 2011

Latinovation 2.0

Buenos Aires / 14 July



Innovation in market research doesn’t only mean the conception of new ideas and methods, it also means re-invention. What are the latest research innovations and how can we apply them to the Latin American market? What needs to be implemented to reach the highest standards and the best results? Join us at Latinovation 2.0 an ESOMAR session exploring innovation in the online world!

This meeting is free and open to ESOMAR members, SAIMO and CEIM members.




18.00 - 18.10 Opening
Guillermo Oliveto, President of “W”, Argentina
(Programme Chair)Juan Carlos Tejada, President SAIMO

18.10 - 19.10 Latinovation 2.0
A block of 3 cutting edge presentations featuring:
Digital Frontiers
DMR (Digital Media Research) developed for measuring online ad effectiveness
Santiago Kahane and Natalia Gitelman, DatosClaros, Argentina
Coca-Cola Europe and the Philosopher’s Stone
Crafting a Win-Win-Win situation
Patricio Pagani, Infotools, New Zealand
Shopper understanding
Susana Marquis, Director , La investigación que inspira, Argentina
19.10 - 19.30 Discussion
19.30 - 20.00 Guest Speakers
Seizing opportunities inside the crisis
Increasing the value of a pasta brand, case study
Monica Kleiman, GfK, Argentina
Cecilia Iglesias, Molinos, Argentina
20.00 - 20.20 Closing
Guillermo Oliveto, President of “W”, Argentina
(Programme Chair)
20.20 - 21.30 Networking drinks
Sponsored by Netquest


Programme Chair

Guillermo Oliveto, President of “W”, Argentina
Guillermo is Expert in the analysis of customer and consumer behaviour and market characteristics and trends with 18 years of experience in Market Research and Strategic Counselling. In March, 2010 Guillermo founded “W”, a consulting firm specialising in the analysis of human, social, political, economic and consumption trends and how to apply them in strategic thinking and business development. He is a columnist on consumption and social trends, in La Nacion and El Cronista newspapers and Noticias Magazine.

Guillermo served as the president of the AAM – Argentinean Marketing Association – from 2007 to 2010 and is currently vice-president of the AAM –Argentinean Marketing Association. He is a well-renowned international speaker in both the academic and business worlds and served as Programme Committee Member of the 60th Esomar Congress (Berlin -2007) and Programme Committee Chair of the 61st Esomar Congress ( Montreal -2008). He holds a degree in Business Administration – from the UBA (Buenos Aires University) – Argentina.

Guest Speaker

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

Natalia Gitelman
Ms. Gitelman is a Director at DatosClaros, where she is responsible for projects for numerous market research firms and public opinion for companies, political parties and institutions in Argentina and Latin America. She holds a Bachelor’s in Sociology (UBA) and a Masters in Economic Sociology (IDAES), from the Universidad de San Martín.

Patricio Pagani
Patricio is the Director for Global Clients at Infotools, a leading provider of consumer research database services and software tools for some of the world’s largest companies. Previously with Coca-Cola, Patricio joined Infotools to lead expansion of the account to more than 80 countries, and to develop a custodian service for their market research data. In January of 2011, Patricio added Microsoft to his portfolio of global clients. He is also tasked with broadening Infotools’ footprint in Latin American markets. Additionally, as Vice-President of the New Zealand Market Research Society, Patricio’s energy and unique multi-cultural experience is helping redefine the role research plays in the country. As an Argentinean living in New Zealand, he is learning the rules of rugby while staying loyal to football.

Santiago Kahane
Santiago has worked in the commercial and marketing departments at Wal-Mart, TIA and other retail companies. As a consultant, he has participated in a wide range of commercial projects and training programs.
He is currently a Director at DatosClaros, a company that he launched in 2002 with the goal of providing new research methodologies, closer to the new ways people and organizations communicate. He holds a BA in Marketing (UCES – University of Social and Business Sciences) and has a post-graduate degree in Public Opinion Research (IDAES).

Director Susana Marquis. La Investigación que inspira® (Research that inspires ®.)
Psychologist, graduated at the Universidad Nacional Autónoma de México (UNAM). She began her market research career in 1987 as Director of Qualitative Studies in Melnik and Associates. She specialized in Strategic Marketing Distribution from 1992 to 1997 as a Director of the French Consultancy firm, Georges Chétochine, at its first Latin American headquarters.

In 1997, she founded her own company and she is a consultant in Strategy, Marketing and Communication of the Cooperativa Obrera Consumer supermarket chain with 90 branches in 4 provinces of Argentina, in 4 different formats with over 1,000,000 members. Her main clients include The Coca-Cola Company, Unilever, Makro, Clorox and The Nielsen Co. She has also worked along with the planning team at Ogilvy & Mather for 20 years developing new research methodologies.

Member of the Board of Directors of Sociedad Argentina de Investigadores de Marketing y Opinión Pública (SAIMO), member of the Asociación Argentina de Marketing (AAM) and ESOMAR institution for which she has been a lecturer. She currently teaches in the postgraduate Faculty of Economics, University of Buenos Aires, the Universidad Nacional del Sur and Communication postgraduate of the University of Belgrano. (República Argentina). She teaches workshops on Shopper Understanding in SAIMO and POPAI.




Reconquista 775 CABA
Buenos Aires