Programme
SPONSORED Training Session by Toluna | How to Shorten the NPD Cycle with an Agile Consumer Insights Solution
Let’s CLlCK! (Clients Learning & Inspiring Clients with Knowledge)
Opening
Welcome
pt
Introduction to the programme and session
Diego Casaravilla [Fine Research]
GUEST | TV Real-Time Engagement!
Leveraging existing technology to optimize marketing outcomes in LATAMDaniela Novick [Fox Network Group] es
Guest speaker presentation
The Challenge of a Global Brand in Unstable Times
How to preserve the essence of Coca-Cola empathizing with the consumer’s context in Latin AmericaCarolina Andrea Porcari [Moiguer Compañía de Negocios]; Rosaline Hester [The Coca-Cola Company]; Sabrina Scolnic [The Coca-Cola Company] es
The Road to Happiness
Rebuilding brand reputation, how Oi bounced back!Celia Nishio [System1 Research]; Juliana Ferreira Romano [Oi] pt
Introduction
Patricia Beber [Netquest]
The Power of a Smile
How new technology is capturing real-time emotional engagement to evaluate ROI of POS materialsDaiane Vigati [Unilever]; Marcello Garritano [MESH] pt
Presentation: Case study
Neuroscience Applied
Using neuroscience to optimize communications that generate social impactAline Souza [Nielsen Consumer Neuroscience] pt
Presentation: Methodological capsule
How Facial Coding helps to Optimize Communication
Emotions as strong predictors of communication effectiveness for FMCGCatalina Bonnet [Kantar Millward Brown]; Massimo Sarcina [Alicorp] es
Presentation: Case study
Looking Inside the Digi-Qual ToolBox
Tips and tricks to leverage the digital qualitative revolutionCláudia Mota [Fine Research]; Dalila Antonacachi [Fine Research]; Garnette Weber [itracks] en
Presentation: Methodological capsule
Introduction
Edwin Taborda [Kimberly-Clark]
The Research Game-Changer
Hearing the voice of millions of customersCamila Takahira [Itaú Unibanco] pt
Presentation: Case study
Building a Pet-Friendly Omnichannel Marketplace
Leapfrogging mass retail through design thinkingAdrian Kohan [Gentedemente]; Eduardo Sanpietro [Royal Canin (Mars)] es
Presentation: Case study
In-Store Shopper Analytics
Understanding hair care preferences through visual attentionBarbara Lecaros [L'Oréal]; Mariana Monge [Neurometrics] es
Presentation: Case study
Introduction
Diego Casaravilla [Fine Research]
Breaking the Walls Between Traditional and Digital Marketing
Challenging how marketing as we know drive brand sales and ROICaio Daier [Facebook] en
Building the Future of Friendship Ties
Business and investment relations between Brazil & Arab CountriesAlessandra Frisso [H2R PESQUISAS AVANÇADAS]; Cristiane Nascimento [H2R PESQUISAS AVANÇADAS]; Juliana Burza [Arab-Brazilian Chamber of Commerce] pt
El Paso de la Habana
An immersion in a daily life of a Cuban musician that loves fashion and consumptionLaura Galecki Andrade [Olha Lá Pesquisa] pt
Presentation: Invited documentary
WINNER LATINOVATION AWARD 2018 | Advertisement Evaluation: the Case of Volkswagen
Fabricio Alarcón [Centro Nacional de Consultoria CNC]; Pablo Lemoine [Centro Nacional de Consultoria CNC] es
Insights Future Visions - Round Table Hosted by ABA
Association of Brazilian Advertisers pt
Introduction
Martin Haag [Escala+City]
Applying Data Science to Marketing
Practical examples of how to become a data-driven organizationMarco Ikeda [Facebook] pt
Twitter and its Conversational Context
Towards a rich and relevant brand contentAngel Heredia [Arconte]; Omar Schoijet [Twitter] es
Amazon Caught Cheating
Videometrics reveal how Amazon is squeezing market share from top FMCG brands and converting it to pure profitsAmishi Takalkar [NAILBITER] en
Mobile Trend
Understanding decision-making based on a consumer centric approachEdmar Bulla [Croma Solutions]; Enric Cid [Netquest]
Introduction
Urpi Torrado [Datum International]
Implementing Automation in LATAM
Learning from PepsiCoAlejandra Alvarez [PepsiCo Latin America]; Gabriel Velez [Zappi] es
Content-Based Research
Digital laboratories as a breakthrough approach to find profound insights in social mediaErick Morales [De La Riva Group]
Are You Listening?
Social listening might be a strong research solution if we can listen and spot opportunitiesDamian Suarez [MEGA Research]; Sebastian Silva [Givaudan] es
Introduction
Diego Casaravilla [Fine Research]
Loohcal Media, Gloohbal Measurement
Pushing mobile carriers location data for Out Of Home audiencesDaniel Cuende [CUENDE Infometrics] es
GUEST + INTERVIEW | Leading Digital Transformation!
Data-driven strategy for media, entertainment and audience measurementPablo Giudici es
Guest speaker presentation
Programme summary
Diego Casaravilla [Fine Research]
Closing & Awards
ESOMAR Member Daniela Novick
Research Vice President, Fox Network Group, United States
Sessions:
ESOMAR Member Diego Casaravilla
CEO & Founder, Fine Research, Argentina
Diego has been in the international market research business for 20 years, Has founded and still fully manages Fine Research, the largest independent MR data collection network in Latin America with offices in Brazil, Mexico, Colombia, Argentina and Uruguay. The agency focuses in consumer, healthcare and b2b fielding. Created in 2008, Fine Panel, the first and largest medical panel in LatAm, with over 60,000 active panel members in the main 6 countries in the region. He has published books, and articles in leading industry magazines related to MR and also to broader Social Sciences topics (racism, migration, etc.).
Sessions:
Edwin Taborda
Shopper Marketing & Insights Leader, Kimberly-Clark, Colombia
His professional experience includes, but not limited to: Brand building, market share turn around and acceleration, brand and line extensions launch (strategic design and tactical Execution), portfolio growth and expansion, marketing plans optimization, profitability, productivity and price strategies definition, project management, white spaces exploration, critical thinking/problem solving solutions, employee management, talent coaching and growth, passion for people development and capability creation.
Sessions:
Martin Haag
Director, Escala+City, Brazil
Experienced Strategic Director with a demonstrated history of working in the market research industry. Skilled in Advertising Planning, Digital Strategy, Copy Testing, Marketing Science, Innovation Development, German, Spanish, Portuguese. Master’s in marketing administration, at PPGA/UFRGS. Strong business development professional with a special strategist education profile combining Philosophy and Administration.
Sessions:
ESOMAR Member Patricia Beber
Country Manager, Netquest, Brazil
More than 2 decades of market research expertise. Patricia has been in charge of business development at most of the main research companies in Brazil, Portugal and Spain, adapting implementation on local and regional levels. She has large experience in project management and leading focused and cohesive teams. Patricia is currently working as Country Manager for Netquest in Brazil managing all the company operations in the country.
Sessions:
ESOMAR Member Urpi Torrado
General Manager, Datum International, Peru
Datum International, General Manager, President of APEIM, representative of ESOMAR in Peru and Board Member of WIN. MBA from Universidad del Pacífico and more than 20 years of experience in market research. Member of the Consultative Committee of the Master in Marketing Management and Commercial Management and the School of Administration of the Universidad del Pacífico. Professor of the Market Research course at the Universidad del Pacífico, the UPC and the Pontificia Universidad Católica del Perú.
Sessions:
ESOMAR Member Amishi Takalkar
CEO & Co-Founder, NAILBITER, United States
Sessions:
ESOMAR Member Caio Daier
North Cone Marketing Science Partner, Facebook, Mexico
Sessions:
ESOMAR Member Daniel Cuende
R&D Manager, CUENDE Infometrics, Spain
Sessions:
ESOMAR Member Enric Cid
Managing Director, Netquest, United States
Sessions:
ESOMAR Member Marcello Garritano
Regional Director - Latin America, MESH, Brazil
Sessions:
Programme Committee
ESOMAR MemberCountry Manager
More than 2 decades of market research expertise. Patricia has been in charge of business development at most of the main research companies in Brazil, Portugal and Spain, adapting implementation on local and regional levels. She has large experience in project management and leading focused and cohesive teams. Patricia is currently working as Country Manager for Netquest in Brazil managing all the company operations in the country.
ESOMAR MemberProgramme Committee Chair
CEO & Founder
Diego has been in the international market research business for 20 years, Has founded and still fully manages Fine Research, the largest independent MR data collection network in Latin America with offices in Brazil, Mexico, Colombia, Argentina and Uruguay. The agency focuses in consumer, healthcare and b2b fielding. Created in 2008, Fine Panel, the first and largest medical panel in LatAm, with over 60,000 active panel members in the main 6 countries in the region. He has published books, and articles in leading industry magazines related to MR and also to broader Social Sciences topics (racism, migration, etc.).
Director
Experienced Strategic Director with a demonstrated history of working in the market research industry. Skilled in Advertising Planning, Digital Strategy, Copy Testing, Marketing Science, Innovation Development, German, Spanish, Portuguese. Master’s in marketing administration, at PPGA/UFRGS. Strong business development professional with a special strategist education profile combining Philosophy and Administration.
Shopper Marketing & Insights Leader
His professional experience includes, but not limited to: Brand building, market share turn around and acceleration, brand and line extensions launch (strategic design and tactical Execution), portfolio growth and expansion, marketing plans optimization, profitability, productivity and price strategies definition, project management, white spaces exploration, critical thinking/problem solving solutions, employee management, talent coaching and growth, passion for people development and capability creation.
ESOMAR MemberGeneral Manager
Datum International, General Manager, President of APEIM, representative of ESOMAR in Peru and Board Member of WIN. MBA from Universidad del Pacífico and more than 20 years of experience in market research. Member of the Consultative Committee of the Master in Marketing Management and Commercial Management and the School of Administration of the Universidad del Pacífico. Professor of the Market Research course at the Universidad del Pacífico, the UPC and the Pontificia Universidad Católica del Perú.
Marketing, Strategy & Insights Senior Manager
Leadership of Strategy & Knowledge agenda for leveraging insights into business to drive Danone’s brands and business acceleration. Brand Development & Deployment: Active influence on all Danone Brands mixes' development – Concept, Product, Pack, Positioning and Communication - and also deployment - market performance in all levels; and Business & Strategy Acceleration: Fully responsible for turning continuous data, Media and Shopper insights into actionable competitive advantage.
Our Sponsors
Netquest is the number one provider of opinion and digital behavior data in the Market Research sector in Latin America, Spain and Portugal. We count on more than 10 years of experience in creating representative panels of the population, being the only company in the region to be certified with the ISO 26362 standard, specific for online access panels. Thanks to our multi-device technology, we are the only company capable of offering integrated information about the consumer.
For more information, visit 
https://www.netquest.com/
Toluna provides consumer insights designed to empower success in today's on-demand, global economy. Powered by the perfect fusion of technology, expertise, and the largest global community of influencers at the ready, Toluna delivers rich, reliable, real-time insights to individuals, and companies of all sizes.
Our consumer insights platform, TolunaInsights™ underpins everything we do. Clients can access the platform directly, leverage Toluna's managed services, or create fully-customized digital consumer insights programs via our engineered services.
For more information, visit https://www.toluna-group.com/
With nearly one million active panelists, our panels are the largest and most representative of US Hispanics in the industry and the fastest growing in Latin America.
We have an innovative set of solutions that make us the clear choice when choosing a provider for your market research needs in Latin America and among U.S. Hispanics. Our panels provide a committed and informative group with whom market researchers can engage. Targeted surveys investigate varied items such as attitudes, behaviors and opinions to gain invaluable insight into the minds of consumers.
For more information, visit http://www.offerwise.com/
Fine is a regional LatAm field provider with own local offices in Brazil, Mexico Argentina, Colombia, Chile and Uruguay.
It serves international colleagues, including the largest 5 MR global groups and lots of middle size companies from Europe, US and Asia, providing all kinds of data collection for consumer, b2b and healthcare targets.
Its qual services ranges from own facilities in all key markets to Digi-Qual services. And quantitative services can include complex in-person designs such as car clinics, access to hard to reach segments and panel services, currently hosting the largest healthcare community in Latin America.
For more information, visit http://www.fine-research.com/
For more information, visit http://www.aba.com.br/
For more information, visit http://www.abep.org
For more information, visit http://www.asbpm.org.br