Programme

Filter

13:00 - 19:00
13:00 19:00

Registration

14:30 - 15:00
14:30 15:00

SPONSORED Training Session by Zappistore | Automation 101 in Latam, by Zappi

Q&A with the world’s most innovative research automation company in the world

Through the power of automation, Zappi does away with the long-winded manual processes of traditional market research, such as survey scripting, data collection, and visualisation. It unlocks the capacity for cost-effective, high-quality testing at every stage of a user's creative journey; marketers and researchers alike are free to spend more time strategising.

In this Q&A Session, we will confront the common roadblocks and questions that arise when we speak of automation, intelligence augmentation, or machine learning in market research. We hope Latin American companies will share the lessons we’ve learned and embrace the full benefits of automation.

Gabriel Velez
Workshop leader VP & Regional Director Latin America, ZappiStore, United States
Julio Franco
Workshop leader EVP & Managing Director Americas, ZappiStore, United Kingdom (GB)

Training

15:30 - 16:00
15:30 16:00

SPONSORED Training Session by Toluna | QuickCommunities Online Qualitative Insight

Tap into millions of consumers to activate real-time a deep dialogue with your target audience

Toluna QuickCommunities allows you to create a real-time brand advisory board with your target customers and prospects to gain a deeper qualitative understanding of their preferences, behavior and more. During this workshop, Toluna will demonstrate how QuickCommunuties eliminates budget and time-to-launch barriers that companies often face in adding the richness of qualitative insights to research programs and how QuickCommunities helps clients to go beyond the transaction and learn the 'why' behind consumer sentiment and action with a DIY solution.

Luca Bon
Workshop leader Sales Director Latam, Toluna, Brazil
Marco Gastaut
Workshop leader Managing Director South Europe & Latam, Toluna, Brazil

Training

16:30 - 17:00
16:30 17:00

SPONSORED Training Session by Fine Research | The Future of Healthcare

Healthcare is expected to go under significant transformations in the future.

But which trends would dominate this future? How would the medical profession change? What kind of technologies will impact most and what would be the potential consequences to all of us?

Will be the future dominated by genetically adjusted drugs, virtual consultation, robotic and/or nanotechnology?

To answer these queries we surveyed over 2,600 practicing doctors in 17 countries in the Americas from Canada to Argentina, to learn their predictions, as well as their fears and hopes, and to help us to reflect together how would this impact us, as future researchers.

Diego Casaravilla
Workshop leader CEO & Founder, Fine Research Latin America, Argentina

Training

17:30 - 19:00
17:30 19:00

CLICK! (Clients Learning & Inspiring Clients with Knowledge)

A meet-up for research buyers (only) to network and share best practive in an informal private setting.

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

Expo Lounge & Welcome reception

09:00 - 09:10
09:00 09:10

Opening

ESOMAR

Finn Raben
ESOMAR Director General
Joaquim Bretcha
ESOMAR Council Member
09:10 - 09:20
09:10 09:20

Welcome

Gonzalo Roque
President, SAIMO, Argentina
Patricio Pagani
ESOMAR Representative for Argentina
09:20 - 09:30
09:20 09:30

Introduction

Jorge Fonseca
Programme Committee Chair Senior Commercial Capabilities Manager LCBU, The Coca-Cola Company, Costa Rica
SETTING THE SCENE | Main Frame, Main Context
09:30 - 09:50
09:30 09:50

The Thermometer

Transforming a crisis into an opportunity

Agustina Suñer
CMI Manager, Unilever, Argentina
Daniela Gail
CMI Manager, Unilever, Argentina
09:50 - 10:10
09:50 10:10

Country Branding

The challenge of getting insights for a country brand

Laura Gomez
Senior Researcher, ProColombia, Colombia
Pedro Fernandez
Vicepresident of Innovation and Intelligence, ProColombia, Colombia
10:10 - 10:25
10:10 10:25

SOCIAL IMPACT CAPSULE | Preparing for the Unexpected

Assessing capabilities to deal with natural disasters in Latin America

Florencia Rojo, Fine Research, Argentina

Javier Reznik
Project Manager, Fine Research Latin America, Argentina
Mariana Valdés
Strategic Alliances Director, Save the Children, Mexico
10:25 - 10:40
10:25 10:40

DISCUSSION | Main Perspectives

An interactive debate with the speakers of this block

10:40 - 10:45
10:40 10:45

BUSINESS SOLUTIONS DEMO by Netquest | How to use Behavioral Data for e-commerce

In the Digital environment, the understanding of the path to purchased cannot be only coped with surveys. A wise combination of methods, mainly surveys, profiling and behavioral data, is much more effective. Behavioral data provides, real and reliable information about what consumers do online, with the capability to analyze different issues, focused on detecting key business insights.

Commercial Director, Netquest, Argentina

Sponsored presentation/demo

10:45 - 11:25
10:45 11:25

Networking break

Main Youth, Main Consumers, Main Methodologies
11:25 - 11:30
11:25 11:30

Introduction

Susana Marquis
Session chair Director, Susana Marquis. La Investigación que Inspira, Argentina
11:30 - 11:50
11:30 11:50

Millennial Lens

Deep-dive into much more than an age group

Constanza Cilley
Executive Director, VOICES!, Argentina
11:50 - 12:10
11:50 12:10

Beyond Lifestyles, Trends and Drinks

Creating new ways of developing online communities

Andrea Ascarrunz
Jr Insights, Pernod Ricard, Colombia
Maria Alejandra Velandia
Insights Manager, Pernod Ricard, Colombia
12:10 - 12:30
12:10 12:30

IoT and Market Research

A disruptive opportunity for Latin America

Jorge Andres Mendez
CEO, Synapsis Research, Colombia
Ricardo Velasquez
New Business Leader, Synapsis Research, Colombia
12:30 - 12:50
12:30 12:50

DISCUSSION | Main Shoppers

An interactive debate with the speakers of this block

12:50 - 12:55
12:50 12:55

YES (Young ESOMAR Society) Surprise

12:55 - 13:00
12:55 13:00

BUSINESS SOLUTIONS DEMO by Checker Software

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

Lunch

Main Brands, Main Clients
14:30 - 14:40
14:30 14:40

Introduction

Paola Toscano
Session chair Senior Insights & Marketing Intelligence, Avon, Brazil
14:40 - 15:00
14:40 15:00

Building Iconic Brands

How to manage and position brands that are part of our heritage

Federico Barallobre
Insights Director, AB Inbev, Argentina
Sebastian Corzo
Sr Consultant, Kantar Millward Brown, Argentina
15:00 - 15:20
15:00 15:20

Brain Systems and Brand Experiences

Integrative approaches for total consumers understanding

Juliana Oliveira
Consumer & Market Insights Manager South America, Ferrero, Brazil
Maria Carolina Rodrigues
Account Director, Ipsos, Brazil
15:20 - 15:40
15:20 15:40

Beyond Traditionalism

Corona defies mindsets (and Trump)

Alfredo Troncoso
Head of Semiotics, De La Riva Group, Mexico
Elisa Romo
Insights Director, Grupo Modelo, Mexico
15:40 - 15:55
15:40 15:55

DISCUSSION | Main Effects

An interactive debate with the speakers of this block

15:55 - 16:00
15:55 16:00

BUSINESS SOLUTIONS DEMO by Offerwise | Mobile First: tips and cases

Sales Manager, Offerwise, Brazil

Sponsored presentation/demo

16:00 - 16:40
16:00 16:40

Networking break

16:40 - 16:45
16:40 16:45

Introduction

Lina Roncancio
Session chair Research & Insights Director, Discovery Networks, Colombia
16:45 - 17:35
16:45 17:35

PERFORMANCE | The “F Word”

How female representations shaped female emotions and consumption over the decades

Mariela Mociulsky
Director, Trendsity, Argentina
Ximena Díaz
Director, Trendsity, Argentina
17:35 - 18:00
17:35 18:00

Modeling Insights with ESPN

Media effectiveness for prime brands in Latin America

Cynthia Rivera
Research Director, ESPN, United States
Jelle Lock
Manager Client Solution, Pointlogic Nielsen, United States
18:30 - 23:30
18:30 23:30

Networking cocktail

Hosted by Netquest, ESOMAR Latin America Partner 2018

Palacio Piccaluga
 
Palacio Piccaluga
 
Palacio Piccaluga

Netquest's Cocktail Party for ESOMAR MAIN FEST LATAM
Where Old Meets New!

Netquest will be hosting the cocktail party bringing you an Argentinian experience with a modern twist! Get ready for a night full of surprises that will leave you loving the city of Buenos Aires.

Transportation 18:30 - 19:00
Cocktail starts 19:00

Please do not forget to bring your badge

Vanguardia en el cocktail-party de Netquest en ESOMAR MAIN FEST LATAM
Netquest, como anfitrión del cocktail-party te trae una velada porteña de vanguardia y modernidad, un espacio para vivir y saborear una experiencia genuinamente argentina.

Transporte 18:30 - 19:00
Cocktail inicia 19:00

Por favor no olvide portar su badge

09:00 - 09:10
09:00 09:10

ESOMAR Update

Finn Raben
ESOMAR Director General
09:10 - 09:25
09:10 09:25

LATINOVATION Award Winner - Predicting Shopper Behavior to Win at Retail

Capture behavioral insights in a realistic and competitive purchase context

Winner of LATINOVATION AWARD 2017

Using virtual shopping environments to understand shopper behavior. Based on a new virtual simulation platform (GfK SIMSTORE) and innovative research methodologies we are able to understand the perception and intuition of shoppers, and therefore the whole purchase decision process.

Evaluation of new packaging design, pricing strategy or e-commerce optimization, are some key business question that we are solving faster today. Through virtual simulations, we are also helping customers to optimize the assortment of brands in the category to maximize their market share, to obtain decision trees at sku's level or to evaluate different category planograms for both manufacturers and retailers.

Suyvan Ley
Winner of LATINOVATION AWARD 2017 Managing Director, GfK, Colombia
09:25 - 09:40
09:25 09:40

Winner of the AAM Mercurio de Oro 2017 - "Estás para algo dulce, estás para un Danette" - a 360 campaign born in a 360 listening

Winner of the AAM Mercurio de Oro 2017

2016 was coming to an end but in Danette we had no reasons to celebrate. Since 2013 the brand had decreased 23% its volume and 26% its penetration. As we knew consumers still loved our products we revised our communication. For 3 years we had been talking about Danette as a family sharing product, both tasty and kind of healthy. After 6 months of combining traditional market research with deep social network listening we achieved a much better understanding of Danette’s positioning in sweet-cravers life, turned over our communication strategy, executed a 360 campaign born in Twitter and grew +34%.

Justo Saenz
Winner of AAM Mercurio de Oro 2017 Senior Brand Manager Danette, Danone, Argentina

Guest speaker presentation

09:40 - 09:45
09:40 09:45

Introducing the Smart Data Award by ZappiStore

Main Clients, Main Business
09:45 - 09:50
09:45 09:50

Introduction

Lina Roncancio
Session chair Research & Insights Director, Discovery Networks, Colombia
09:50 - 10:10
09:50 10:10

Beyond Numbers

CRM purchase data to identify segmented key in-store touch points

Christian Abramson
Retail & Shopper Insights Sr Manager for LATAM, Colgate-Palmolive, Brazil
10:10 - 10:30
10:10 10:30

McDonald’s Deeper Consumer Understanding

A holistic approach to segmentation

Gabriela Basabe
Consumer & Business Insights Manager, McDonald's Latin America, Argentina
Oscar Yuan
President, Ipsos Strategy3, United States
10:30 - 10:45
10:30 10:45

DISCUSSION | Main Profits

An interactive debate with the speakers of this block

10:45 - 10:50
10:45 10:50

BUSINESS SOLUTIONS DEMO by Fine Research

10:50 - 11:30
10:50 11:30

Networking break

Main Fest - Digital Innovations
11:30 - 11:40
11:30 11:40

Introduction

Diego del Pozo Mitschele
Session chair Managing Director, MetrixLab, Argentina
11:40 - 12:00
11:40 12:00

Machine Learning Evolving Computer Vision

Estimating socioeconomic levels using satellite imagery

Horacio González
Head Analytics LatAm, Kantar, Mexico
Moisés Arizpe
Senior Data Scientist, Kantar, Mexico
12:00 - 12:20
12:00 12:20

The Impact of Personalization at Scale

Incorporating insights into campaign planning to drive incremental value

Isabela Aggiunti
Marketing Science Partner, Facebook, Argentina
Kim Moraes
Marketing Manager, ABI, Brazil
12:20 - 12:40
12:20 12:40

Data Analytics & Machine Learning Improving Quality of Life

The case of uSound intelligent hearing system

Antonela Vistalli
Director, LOOPA Ciencia de Datos, Argentina
Asunción Fragni
Director, LOOPA Ciencia de Datos, Argentina
Ezequiel Espiño
Administration Manager, Newbrick, Argentina
Juan Pedro Lipari
Analytic Manager, Newbrick, Argentina
12:40 - 13:00
12:40 13:00

Redesigning a Brand Tracker

Helping LATAM Airlines soar to new heights

Marcello Garritano
Regional Director, MESH, Brazil
Priscila Tavares
Market and Product Solutions Manager, LATAM Airlines, Brazil
13:00 - 13:20
13:00 13:20

DISCUSSION | Main Impact

An interactive debate with the speakers of this block

13:20 - 13:25
13:20 13:25

Toluna | Toluna QuickSurveys

Introducing a new way to conduct market research

Need actionable insights fast? Toluna QuickSurveys has helped to re-engineered the market research industry introducing a completely new segment allowing marketers, and not only MR professionals, to gain substantial amounts of data in truly 'real-time'. Toluna QuickSurveys gives you 24/7 on-demand access to over 13.4 million global consumers on an easy-to-use, do-it-yourself real-time survey platform, significantly shortening the time-to-insight and broadening the potential research applications for example in the media consumption space.

Luca Bon
Sales Director Latam, Toluna, Brazil
Marco Gastaut
Managing Director South Europe & Latam, Toluna, Brazil

Sponsored presentation/demo

13:25 - 14:50
13:25 14:50

Lunch

Main Fest - Artifical Intelligence
14:50 - 15:00
14:50 15:00

Introduction

Diego Casaravilla
Session chair CEO & Founder, Fine Research Latin America, Argentina
15:00 - 15:20
15:00 15:20

Worth a Thousand Words

Analysing the impact of image recognition in surveys

Ezequiel Paura
Data Scientist, Netquest, Spain
Oriol Bosch
Researcher, Pompeu Fabra University, Spain
15:20 - 15:40
15:20 15:40

PEPFlix

Selling to mom & pop stores using machine learning and A.I.

Javier Cohenar
Sr Manager Market Intelligence, PepsiCo, Colombia
15:40 - 16:00
15:40 16:00

MetLife Insights Engine

Extending the reach and ROI of marketing insights

Carolina Erlich
Marketing Science LatAm Head, MetLife, Argentina
Flynt Tuller
AVP Global Marketing Sciences, MetLife, United States
16:00 - 16:20
16:00 16:20

DISCUSSION | Main Insights

An interactive debate with the speakers of this block

16:20 - 16:25
16:20 16:25

BUSINESS SOLUTIONS DEMO by ecGlobal | Alldience: Revolutionizing Media Research and Brand Experience Measurement with Automated Content Recognition and Smart Surveys

Operations Director, eCGlobal Solutions, Brazil

Sponsored presentation/demo

16:25 - 17:00
16:25 17:00

Networking break

17:00 - 17:25
17:00 17:25

KEYNOTE | How to Win in the Reputation Economy - by Applying Global Insights in Reputation to LATAM

The reputation economy is increasingly defined by the intangibles that shape the perceptions and reality of how a corporate brand is viewed. This session will tap into a rich vein of reputation insight based on the extensive RepTrak® database and showcase new learning informed by global studies fielded in Q1 2018. In exploring the key dimensions and attributes of reputation, the presentation will serve to identify the trigger points that can help companies in LATAM to successfully enhance their reputation relative to the rest of the world, while uncovering the unique challenges within the region. Participants will derive an understanding of why reputation matters, what they can actionably do to enhance reputation, and gain clear direction of what expected KPIs might look like. The entire discussion will be fact-based, and inspired by empirical data that is unique to LATAM.

Stephen Hahn-Griffiths
Keynote speaker Executive Partner, Chief Research Officer, Reputation Institute, United States

Keynote

17:25 - 17:45
17:25 17:45

The Wrap-Up

A round-table with the ESOMAR LATAM representatives

17:45 - 18:00
17:45 18:00

Closing

Finn Raben
ESOMAR Director General
Joaquim Bretcha
ESOMAR Council Member
18:00 - 18:30
18:00 18:30

Farewell drinks



© ESOMAR 2018