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13:00 19:00

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Workshops
14:00 - 17:00
14:00 17:00

Using design to increase your impact ES

ESOMAR Training Session

Infographics to make research digestible.

Workshop overview:
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 enough. Marketing research is no exception to this, and to communicate effectively, techniques such as storytelling, analysis, and design are used to create pieces that are appealing. The workshop's main objective is to provide attendees with theory and practice to build narratives that support their research and get their insights noticed.

During our time together you will learn:

  • What is an infographic?
  • Why are infographics relevant to Marketing Research?
  • Case studies
  • Dos and don'ts when designing information
  • Data input - Filter, synthesize, and analyze
  • Create a tone and message
  • Structuring information

Workshop leader:

Cordelia Serrano
Strategy Director
Big Balloon
Mexico

Speaker Strategy Director, Big Balloon, Mexico
17:15 - 18:00
17:15 18:00

Digitalization and automation to expand the possibilities for insights ES

Sponsored by Toluna

Empowering marketers to better understand their concepts.

Workshop overview:

Spanish version:

Digitalización y automatización para ampliar el potencial de insights

Cómo empoderar a los marketers para entender mejor sus conceptos

Las ideas necesitan moverse más rápidamente que los consumidores, y necesitan ayudar a los marketers a actuar y reaccionar en tiempo real en nuestro mundo digital. Los tests de concepto suponen el mayor gasto de las actividades de investigación de mercados por parte de los marketers de hoy. ¡Representa un promedio de más del 6% de los presupuestos de marketing anualmente!

PowerConcept, la última incorporación al paquete Automatizado de Insigths de Toluna, re-imagina la metodología tradicional de testar conceptos y está diseñada para ayudar a reducir las crecientes demandas de los marketers. Utilizando la plataforma digital de Toluna líder de la industria desde su fundación, PowerConcept integra la metodología patentada en colaboración con Harris Interactive para ofrecer la mejor solución de investigación en ámbito de los tests de concepto.

Con la revolucionaria plataforma PowerConcept de Toluna, los tests de concepto en tiempo real y automatizados son ahora una realidad. Las marcas que aspiran crear la "próxima gran idea" no tienen días, semanas o meses para considerar nuevas estrategias. Las presiones competitivas han obligado a todos a trabajar en plazos de tiempo reducidos - horas ... días si tienen suerte.

Durante este taller, el público aprenderá sobre:

  • Cómo Toluna proporciona una visión en tiempo real a través de productos automatizados
  • Cómo aprovechar de la tecnología y la automatización para asegurar una estrategia exitosa de lanzamiento al mercado
  • Cómo PowerConcept repiensa los timings tradicionales de la investigación de mercados y la reduce de forma exponencial

Facilitar y democratizar la investigación de mercados no es sólo lo que hace Toluna.
Es la misión de Toluna.

English version:

 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 research-related activities by marketers today. It accounts for an average of more than 6% of marketing budgets annually!

PowerConcept, the latest research digital solution from Toluna, is a re-imagining of a traditional testing methodology that's designed to help reduce the increasing demands placed on marketers. Using Toluna's industry leading digital platform as its foundation, PowerConcept integrates the proprietary concept testing methodology in partnership with Harris Interactive to produce the very best research solution.

With Toluna's revolutionary PowerConcept platform, real-time & automated concept testing is now a reality. Brands looking to create the "next big thing" don't have days, weeks or months to consider new strategies. Competitive pressures have forced everyone to work in compressed timeframes – hours ... days if they are lucky.

During this workshop, the audience will learn about:

  • How Toluna continues to set the standard in market research automation and real-time research
  • How to leverage technology and automation to ensure a successful go-to-market strategy
  • How PowerConcept rethink the traditional market research timeline and shrinks it exponentially

Making market research easy and affordable for everyone isn't just what Toluna does.
It's Toluna's mission.

Workshops leaders:

Marco Gastaut
Managing Director for South Europe & Latam
Toluna
UK

Luca Bon
Sales Director for Latam
Toluna
Brazil

18:15 - 19:00
18:15 19:00

Best practices for a digital transition with healthcare targets ES

Sponsored by Fine Research

Practical tips, processes, challenges and opportunities!

Workshop overview:

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 that is still on its early developments and in which the region lags behind US and Europe.

The workshop will provide access to recent original data drawn from a survey with 2800 doctors from Brazil, Mexico, Argentina, Colombia, Chile, Canada and USA, focused on physician current main challenges and needs. After comparing differences across the Americas it will take this base and also past experiences to review a set of tips for effective survey design and execution to ensure a successful transition.

Spanish version:

Optimizando la transición digital en el sector salud

Consejos prácticos, tips, procesos, desafíos y oportunidades!

Aunque en los últimos años los investigadores de Latinoamérica se han entrenado ampliamente y han avanzado fuertemente en la transición de los métodos tradicionales de estudios de los consumidores a los abordajes online, ha habido relativamente menos discusión sobre cómo realizar efectivamente este proceso con los targets médicos. Se trata de un proceso, en el cual los mercados domésticos de la región, se encuentran aún en sus primeros desarrollos, a diferencia de lo que ocurre en Europa y Estados Unidos.

Se proporcionará acceso a datos originales recientes de una encuesta realizada con 2800 médicos de Brasil, México, Argentina, Colombia, Chile, Canadá y Estados Unidos, enfocados en los principales desafíos y necesidades actuales del médico.

En base a estos datos y experiencias recientes el taller se orientara a discutir sobre las oportunidades que proporciona el mundo online para acceder no solo con mayor velocidad y menores costos a los segmentos de salud, pero también con mejoras en la calidad de los datos. A la vez buscara detallar los cuidados a considerar y algunos tips para optimizar el diseño y la ejecución de los estudios de modo de asegurar una transición exitosa.

Workshop leaders:

Diego Casaravilla
Founder & Managing Partner
Fine - LatAm Field & Medical Panel
Argentina

19:00 - 20:00
19:00 20:00

Welcome reception

OPENING
09:00 - 09:05
09:00 09:05

Opening EN

Niels Schillewaert, ESOMAR President

09:05 - 09:15
09:05 09:15

Welcome ES

Alejandro Garnica, AMAI, Mexico
Olga Nelly Espinoza Villegas, ESOMAR Representative for Mexico

09:15 - 09:25
09:15 09:25

Introduction to the programme ES

Jorge Fonseca, Programme Committee Chair

In-context: setting the scene
09:25 - 09:45
09:25 09:45

Business in today's latin american society EN

Responding to conscious consumers and social needs

Stephanie Landers, Euromonitor International, USA

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 money to spend. This paper will examine how businesses are succeeding by responding to increasing consumer consciousness and social challenges. Businesses have responded by adapting existing products and services, or by creating new ones. In one group, companies are communicating with consumers with tools like charitable donations or product certifications. In the second, they have focused on identifying new business solutions to social needs. In this presentation, research providers and client will learn about the changing business environment and approaches companies can adopt.

In-branding: global and regional brands
09:40 - 09:50
09:40 09:50

Introduction by session chair

Edwin Taborda, Mondelēz Latin America, Colombia

09:50 - 10:10
09:50 10:10

What “The Godfather” has to do with Coca-Cola EN

Unveiling the protocol and quality control consigliere

Cecilia La Greca, Infotools, Argentina
Thomas Walker, The Coca-Cola Company, USA


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 highest data quality and protocol compliance in Coca-Cola's Global tracker across 90+ markets, since 2006. Coca-Cola tracks consumers' relationships and consumption of their brands and categories with local partners. However, managing multiple local partners while ensuring that they are following global protocol in questionnaire design and field implementation is not without difficulties. Many of the issues and problems that we traditionally help to solve are behind the scenes and hardly ever get talked about.

10:10 - 10:30
10:10 10:30

Brand semantic clustering EN

Understanding brand image by processing big data

João Gabriel Cauduro Brunetti, AMBEV, Brazil
Laura Kroeff, Box1824, Brazil
Rebeca Sainati Gharibian, AMBEV, Brazil


Brand Semantic Clustering suggests innovation, comprehensive, spontaneous, perennial and economic outlook on market research. It provides insights concerning brands based on the semantic clustering of spontaneous data on the main social networks. It combines human discourse analysis and artificial intelligence, thus allowing that the depth of the qualitative survey reaches an even larger scope than the traditional quantitative tools. This methodology was selected for the Brand Audit of Ambev's premium national brands because, in addition to the aforementioned advantages, it also focuses on discourse analysis. Since these brands were promulgated through word of mouth, determining what generated peaks of conversations and to which level they differed across the singular regions of the country.

10:30 - 10:35
10:30 10:35

How can I help your business?

1. Netquest, 2. Fine Research, 3. Toluna, 4. CoolTool, 5. Tobii

10:35 - 11:15
10:35 11:15

Networking break & photo session

In-retail: what's in store?
11:15 - 11:25
11:15 11:25

Introduction by session chair

Edwin Taborda, Mondelēz Latin America, Colombia

11:25 - 11:45
11:25 11:45

Is shopping cultured? EN/ES

An exploration into the global language of consumer decision-making

Alexander Wheatley, Lightspeed, UK
Joaquim Bretcha, Netquest, Spain


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 question we have set out to answer with our research. A multi-country study exploring shopping decision making across category and culture. We invited 7,000 consumers across 7 different countries to talk about how they make shopping decisions and we analyzed and classified over 300,000 open-ended comments in a unique experiment to map out the international language of shopping.
From South America, to North America, from Asia to Europe; we looked to shed some light on the culture of shopping.

11:45 - 12:05
11:45 12:05

Successful snacks and shopper insights ES

Reaching value creation strategies for value-destroying segments

Jorge Andres Mendez, Synapsis Research, Colombia
Juan Pablo Garcia, PepsiCo, Colombia


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 co-creation exercises with shoppers. SKU optimization, multipack mix reconfiguration, new image, differential execution among channels, disruptive exhibitions at POS and relevant promotions were possible thanks to the consumer and shopper insights gained from this research project.

12:05 - 12:25
12:05 12:25

Cocktails, spirits… and all those in between! ES

Digital path to purchase in the liquor and spirits industry

Gabriela Parias, Pernod Ricard, Colombia
Maria Alejandra Velandia Sanchez, Pernod Ricard, Colombia


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 specifications: Consumers between 18 and 65 years old, living in principal and small cities with a social level between 1 to 6.
We analyze the shopping and behavior data on the different local ecommerce channels, social networks and search platforms. Not only the type of shopping also we analyze time, moment and traffic behavior. We would be able to build a brand digital strategy to impact these consumers in all their relevant moments and with the right and relevant content with this digital research, and in this way we ́ll able to increase the purchases and traffic in our own ecommerce platform.

12:25 - 12:45
12:25 12:45

Let’s go shopping!

An interactive debate with the speakers of this block

12:45 - 14:15
12:45 14:15

Lunch (all delegates) + Click client lunch

In-sights: knowledge management and audio fuel
14:15 - 14:25
14:15 14:25

Introduction by session chair

Heriberto López Romo, Instituto de Investigaciones Sociales, Mexico

14:25 - 14:45
14:25 14:45

Back To basics EN

Traditional methods as a powerful tool for knowledge management

Karen Klas, IBOPE Inteligência, Brazil
Paola Toscano, Avon, Brazil


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 so eager to use innovative methods that they forget that the existing information could also bring valuable results. Having that in mind, Avon has hired IBOPE Inteligência to immerge into information gathered about their sales representatives in the past 3 years, to look for new insights. Results show that it is essential resignificate the role of the traditional research methods in the internal knowledge management, as they can bring powerful insights to the business.

14:45 - 15:05
14:45 15:05

Small is beautiful… and insightful too! ES

Interactive voice dialogues for profile-controlled data collection

Juan Chasan, Merlin Telecom, Venezuela
Pablo Cibella, StatMark Group, Venezuela


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 as near as possible to the state of events, the likelihood of reflecting population's current thinking, feeling and acting, increases. There are recent experiences where last week's opinions did not reflect in this weeks' behavior. When surveying large populations with very short surveys, findings tend to reflect both the behavior of the general population and those of niches. This paper shares several experiences across different consumer and societal issues, whereby short interviews across large populations provide a wealth of strategic findings without necessarily asking many questions.

In-markets: the case of Cuba - and Bolivia
15:05 - 15:25
15:05 15:25

How to conduct research in a virgin market ES

Challenges of doing the first market research study in Cuba

Fernando Alvarez, Millward Brown, Mexico


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 valuation and strategy consultancy. The methodology includes a rigorous analysis of financial data, market valuations, analyst reports and risk profiles. They also analyses consumer perception which is a key input in determining brand value, because brands are a combination of business performance, product delivery, clarity of positioning and leadership.

15:25 - 15:35
15:25 15:35

Exploring the profiles of digital consumers and millennials in Bolivia ES

Capsule-invited country: Bolivia

Roger Lopez, Captura Consulting, Bolivia

15:35 - 15:55
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
15:55 16:30

Networking break

16:30 - 16:40
16:30 16:40

Esomar news flash! EN

16:40 - 17:10
16:40 17:10

What now? ES

Mexico’s challenges in the Trump era and the new geopolitical frame for Latin America

Keynote speaker.

Alejandro Schtulmann, Founder & President, Emerging Markets Political Risk Analysis (EMPRA), Mexico


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 Argentina’s financial turbulence. This presentation focuses on Mexico’s upcoming social challenges, political risks and financial opportunities while highlighting the “new geopolitical frame” for the region.

In-mind: neuromarketing master class
17:10 - 17:50
17:10 17:50

State of the art of science and evidence based neuromarketing ES

Future directions for the applications of neurosciences into market research

Jaime Romano, Neuromarketing SA de CV, Mexico


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 function and structure emerged.
The ways in which scientific and clinical fields have been progressively applied to consumer sciences and marketing will be addressed in this conference. We will also address differences between two branches of Neuromarketing ? Science/evidence-based and literature/opinions-based? as well as the essential need to build up interdisciplinary teams to achieve correct and honest Neuromarketing practices.
Finally, we will address future directions such as Big Data and Neuromarketing integration.

18:30 - 23:30
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!

In-monitor: multi-media world
09:00 - 09:10
09:00 09:10

Introduction by session chair

Laura Pellerano Berga, HBO Latin America, USA

09:10 - 09:30
09:10 09:30

Mexican TVolution ES

Juan Carlos Sanchez, Sony Pictures Television Networks, Latin America, USA


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 Content and Technology. Demographics do not explain audiences viewer behavior. Not all audiences are made equal. And demographics do not determine the way individuals watch TV. Psychographic differences determine habits as well as screens use. Different content for different audiences , huge targeting and segmentation weapon. Audiences evolve and become more sophisticated as time goes by…

09:30 - 09:50
09:30 09:50

Just kidding ES

Why using humour in your brand communication is something serious

Pamela Gutierrez Sanchez, De La Riva Group, Mexico
Salvador Mata, MTV Networks, USA


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 subject to approach through traditional methodologies. Comedy Central had the challenge to understand Mexican humor and how it affects content consumption among young Mexicans. De la Riva Group accepted the challenge and proposed to tackle it with a mix of anthropological fieldwork, interviews with experts, analysis of social media conversation, and of content from youtubers, stand up comedians, and humor sites. Our findings showed that it is worthwhile to use humor as a brand pillar, not just for ratings but also for branding and equity.

09:50 - 10:05
09:50 10:05

A conversation with Globo EN

Exploring innovative paths to audience engagement

INterview

Adriana Rocha, eCGlobal Solutions, Brazil
Ana Frias, GloboTV, Brazil


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 online community to boost viewer’s engagement. Through its network Globo TV covers 98.6% of Brazil's territory. Recognized for its production quality, the company has already been presented with 14 Emmys. The international operations of Globo include seven pay-per-view television channels and a production and distribution division that distributes Brazilian sports and entertainment content to more than 190 countries around the world!

10:25 - 11:00
10:25 11:00

Networking break

In-future: artificial intelligence, social media and big data
11:00 - 11:10
11:00 11:10

Introduction by session chair

Adriana Rocha, eCGlobal Solutions, Brazil

11:10 - 11:30
11:10 11:30

A journey to artificial intelligence EN

Using A.I. for customers insights in Latin American countries

Michalis Michael, DigitalMR, UK


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. analysis. Surveys alone are no longer adequate or fully representative of how consumers perceive brands and products, unless they are shorter, faster, and integrated with other sources such as social listening. It will be shown that accurate social listening that works in any language, any country, and for any topic, can help companies manage their online reputation and uncover valuable customer insights. Case studies from the region that prove that social listening should become an integral part of every company's insights budget regardless of country and development stage will be presented.

11:30 - 11:50
11:30 11:50

Social media meets Artificial Intelligence ES

Automated identification of discussion topics in Twitter communities

Horacio Gonzalez, Kantar, Mexico
Moisés Arizpe, Kantar, Mexico


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 can use machine learning techniques to extract valuable insights.
Our approach can be used to visualize how ideas are entangled inside a community's conversation as well as to identify the main themes in a corpus. Finally, it can be used to classify and track the evolution of specific topics in a Twitter stream. We'll provide guidelines and examples for the utilization of this methodology in a market-research context. Additionally, we introduce some applications of the proposed methodology to analyze two big 2016 social events: the U.S. presidential election and the Brexit referendum.

11:50 - 12:10
11:50 12:10

How to work on big data and don’t die trying ES

The case of Mercado Libre

Valeria Bellani, GfK, Argentina


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 contradictions within sources and the need of new action standards.
Mercado Libre and GfK carried out a research project that combined the data resulting from the passive online tracking of 400 Brazilian users with further surveys to those same users to understand the reasons behind their behaviors. Indeed, we wanted to find insights about the path of online shoppers. In this paper, we will show how these problems were tackled and how the integration of data science with both a qualitative and a quantitative approach came to answer these challenges, establishing new standards on its way.

12:10 - 12:30
12:10 12:30

Digital cosmetic transformation ES

How digital technologies can transform direct selling in the beauty industry

Patricia Grisolle, Yanbal International, Peru
Urpi Torrado, Datum, Peru


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 become an important part of everyday activities. How would technology affect this business model? Will the purchase decisions and even the actual purchase be affected with the irruption of mobile devices and online access in Yanbal's consumer base? This paper will analyze its possible impact on the current business model through the combination of two innovative research methodologies: behavioral tracking and online communities.

12:30 - 12:35
12:30 12:35

Using Artificial Intelligence to create the future of discussion groups EN

Sponsored future tech capsule

Jeff Buzulencia, Remesh, USA

12:35 - 12:50
12:35 12:50

The future is now!

An interactive debate with the speakers of this block

12:50 - 13:00
12:50 13:00

Co-creating the future ES

A life in a day of a research in 2050

Patricio Pagani, ESOMAR Representative for Argentina


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 SCI-FI techniques to inspire compelling futures. Fiction is far more effective at changing belief than non-fiction. Great Sci Fi writers take ideas and turn them into plausible, compelling and exciting visions of the future. This aspect of the futures could be leveraged further. So we want to give LATAM the chance to co-create the future of the industry by allowing them to dream? Together. 
Later, after the workshop, we'll pick the best story and award them a price. And also we'll take 5 minutes to share with the audience few of the topics that came out of all the stories.

13:00 - 14:30
13:00 14:30

Co-crEATe Lunch

In-mobile: exploring revolutionary approaches
14:30 - 14:35
14:30 14:35

Introduction by session chair

Luis Noriega, Netquest, Spain

14:35 - 14:55
14:35 14:55

Mobile evolution vs. revolution ES

Anibal Cantarian, Ipsos, Argentina


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 still rather niche. The applications of Mobile for research are gradually increasing and the arise of new solutions is gradually making Mobile not only a methodology that is revolutionizing Market Research but also a tool that is creating an evolution of the existing approaches. In this presentation we will analyse which ones are those revolutionary approaches, which approaches are going through a faster evolution thanks to Mobile and last but not least what is the future of Mobile research in a changing industry.

14:55 - 15:15
14:55 15:15

Unspoken? ES

Implicit research method with an engaging mobile interface

Juan Andrés Tello, SKIM, Costa Rica


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 memory.
As a research industry we have to adjust to this new reality if we want to stay in touch with who our customers really are. Measuring purely rational processes is no longer good enough. Instead, bridging rational and emotional drivers is key to accurately predicting how consumers behave and decide.
Inspired by these developments, we are introducing Unspoken ?. By combining intuitive mobile techniques with psychological theory and advanced modeling, this mobile-only implicit application opens the door to a new generation of research solutions.

15:15 - 15:25
15:15 15:25

Mobile Chat Box

A conversation with the presenters of this session

In-corporate: business partners and industry sectors
15:25 - 15:55
15:25 15:55

Looking for B2B research partners in Latin America EN

Experiences from construction, agricultural and healthcare sectors

Anne-Laure Lebaron, Kynetec, UK
Olga Adushkina, Bazis Group, Russian Federation
Tatiana Barakshina, Bazis Group, USA


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 commissioned into the region has not caught up with this trend, staying at 4-6% of global research sales. The proposed interactive session will feature three speakers from UK, USA, and France, who commission research in the Latin America and represent leading sector research providers in Healthcare, Construction and Agriculture. We will share the challenges we have faced while finding a reliable research partner in Latin America, and experience-based practical solutions to these challenges.

15:55 - 16:25
15:55 16:25

Networking break

16:25 - 16:30
16:25 16:30

Back from the future! ES

Result from the Co-crEATe Lunch

Best presentation from congress 2016
16:30 - 16:55
16:30 16:55

The joy of research ES

Recovering engagement through F2F methodologies

Adelina Vaca, De La Riva Group, Mexico
Leticia Chárraga, Unilever, Mexico


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 strategic approach for each while maintaining a unified brand essence is seldom easy. In this joint presentation between Unilever and De la Riva Group, we'll share the two major breakthroughs of our project Ethno-Food Truck, a culinary road trip across Mexico to understand regional differences in food culture. We will look into the relation between information quality and recruitment: how a more organic approach to participants promotes more profound answers; and the advantages of allowing our clients real-time access to the results so as to favor results application over mere exhibition.

Closing
16:55 - 17:10
16:55 17:10

The wrap-up: a round table with the Esomar LATAM representatives ES

17:10 - 17:20
17:10 17:20

Programme summary ES

Jorge Fonseca, Programme Committee Chair

17:20 - 17:30
17:20 17:30

Closing EN

Finn Raben, ESOMAR Director General

17:30 - 18:00
17:30 18:00

Farewell drinks