Best Of - Brazil 2011

Latinovation 2.0

São Paulo / 20 October



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.



08.00 - 09.30 Welcome coffee

  ABEP morning session

09.30 - 09.45 Opening
Fernando Ribeiro, ABEP Vice-President

09.45 - 10.15 Neuroscience: The logical and the implicit
Mauro Fusco, Diretor de Desenvolvimento e Planejamento, Millward Brown, Brazil

10.15 - 10.45 Sports Sponsorship and Brand Management: The case of Brazilian Football
Mário Mattos, Diretor de Atendimento, GfK, Brazil

10.45 - 11.00 Networking break

11.00 - 11.30 Biometrics – measuring the unconscious emotional answer
Diego Pagura, Research & Analytics Director Latin America, Ipsos ASI, Argentina

11.30 - 12.00 Discussion

12.50 - 14.00 Lunch

14.10 - 15.10 ESOMAR afternoon session

Digital life
Ana Patrícia Sequeira, TNS Research International, Brazil

Looking for Eric
In the search of the hub consumers
Luiz Sá Lucas, Ibope Inteligência, Brazil

15.10 - 15.30 Discussion

15.30 - 16.00 Guest speaker
Engaging with consumers through a multidimensional social media research platform
Adriana Rocha, Co-Founder & CEO, eCGlobal Panel, USA

16.00 - 16.15 Discussion

16.15 - 16.30 Closing
Programme Chair

16.30 - 17.00 Networking drinks



Neuroscience: The logical and the implicit

Few has been said about the strong connection between the ad and the classic narrative, from the point of view of the reactions raised by an advertisement. Through the employment of neuroscience tools, the paper will explicit structural elements that make the difference between the ad’s success or failure and arguments pro the necessity of a holistic analysis to allow a deep understanding of the biometric indicators as partial clues of the spectator’s implicit cognitive and emotional responses.

Sports Sponsorship and Brand Management: The case of Brazilian Football

One of the biggest challenges of managing a business today relates to the process of building its brands: creating a unique perception of the brand and providing identification, projection, experience, and desire to consumers.

One tool to perform this management is sponsorship: social, cultural, sports, among others. Sponsorship can be used as a strategy for increasing visibility, but in general it has potential to go beyond this benefit, acting as an element for building brand positioning and personality.

The paper aims to analyze sports sponsorship in Brazilian football, assessing to what extent the brands of companies and clubs are effectively using in their process of building value for consumers and fans.”

Biometrics – measuring the unconscious emotional answer

Everything the human does is based on and influenced by emotional experiences. Emotions affect decision making, and this includes our reaction to advertising and desire for brands. Adverts which leverage emotions have existed and succeeded for decades.

But emotions are hard to express and thus difficult to access through traditional self-reported “conscious” metrics. We need to go beyond. We need to go unconscious.And this is when Biometrics can play at its best. Biological measures have been used to measure unconscious emotional response for a long time, and it can now be used to help us get the “inaccessible” consumer response for marketing purposes. We need to understand what they cannot or will not tell us.

By measuring different biological channels (such as heart response, skin conductance and other) and using validated algorithms to combine them, we can understand if the stimuli is engaging the consumer emotionally. Also, through analyses on a second by second basis, we can provide sharper clarity and focus on when and where emotional engagement occurs leading to better recommendations for creative optimization and product development.

Digital life

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 online using Dialogue (TNS online 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 online 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 his 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.

Looking for Eric

In the search of the hub consumers

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.

Engaging with consumers through a multidimensional social media research platform

There is a new reality for marketing and market research, and the main force provoking those changes are the consumers themselves. The most natural way for our industry to evolve is to let consumers co-create and share their experiences with us in new ways, going beyond traditional structured surveys. The creation of that Social Media Research platform is a response to this new reality, where researchers and consumers can engage, interact and collaborate in different ways.
The outcome is the creation of a huge and rich knowledge base that can be explored for understanding consumers' behaviour, attitudes and needs.



Adriana Rocha (guest speaker)

Before founding eCGlobalPanel, Adriana was Executive Vice President 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, among others. She is a speaker at various international Congresses and Conferences (ESOMAR, ABEP, ABA (Brazilian Association of Advertisers).

Ana Patricia Sequeira
Ana started her research career at Philips in the 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 is currently a Senior Account Manager. In 2009, she was appointed as Interactive (online 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.

Diego Pagura
Diego joined IPSOS in 2003, and is currently head of the Research Analytics and R&D department for Latin America. He also leads implementation and management of Ad Testing Products for Latin America.

Luiz Sá Lucas
Luiz Sá Lucas, Technical Director of Ibope Inteligência and ESOMAR Representative in Brazil, is an experienced speaker who has presented papers at several ESOMAR Latin-American regional events (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). He has also presented papers in the Brazilian ABEP Conference in 2004 and 2006 and teaches in the Superior School of Advertising and Marketing in Rio de Janeiro

Mauro Fusco
Mauro has graduated in Sociology, holds Master in Anthropology and post-degrees in Communications, Statistics, Marketing, Opinion and Communication Research and Knowledge Management.

He accumulates over 20 years’ experience on both sides of the Marketing Research industry, managing in-house Marketing Intelligence within Financial and FMCG companies as well as performing the role of Client Service Director at Marketing Research agencies.

In the recent years, he has focused his interests into innovative methods and technologies, such as neuroscience, statistical modeling and virtual reality environment in order to access unconscious responses from consumers, driving Marketing Research up to its next level.

Mário Mattos
Mario is Master of Political Science from USP and Executive MBA from Insper (former Ibmec/SP School of Economics).

He 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) and he is Executive Director at GfK Custom Research Brasil.




ABEP - Associação Brasileira de Empresas de Pesquisa Auditorium

Av. Nove de Julho, 4865 - cj. 31 A
Jd. Paulista - CEP: 01407-200
SP - Brazil


20 October, 2011 (08:00 - 16:30)