Programme
SPONSORED Training Session by Zappistore | Automation 101 in Latam, by Zappi
Q&A with the world’s most innovative research automation company in the worldGabriel Velez [ZappiStore]; Julio Franco [ZappiStore]
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.
Training
SPONSORED Training Session by Toluna | QuickCommunities Online Qualitative Insight
Tap into millions of consumers to activate real-time a deep dialogue with your target audienceLuca Bon [Toluna]; Marco Gastaut [Toluna]
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.
Training
SPONSORED Training Session by Fine Research | The Future of Healthcare
Diego Casaravilla [Fine Research]
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.
Training
CLICK! (Clients Learning & Inspiring Clients with Knowledge)
Opening
ESOMARFinn Raben [ESOMAR Director General]; Joaquim Bretcha [ESOMAR Council Member]
Welcome
Gonzalo Roque [SAIMO]; Patricio Pagani [ESOMAR Representative for Argentina]
Introduction
Jorge Fonseca [The Coca-Cola Company]
The Thermometer
Transforming a crisis into an opportunityAgustina Suñer [Unilever]; Daniela Gail [Unilever]
Country Branding
The challenge of getting insights for a country brandLaura Gomez [ProColombia]; Pedro Fernandez [ProColombia]
SOCIAL IMPACT CAPSULE | Preparing for the Unexpected
Assessing capabilities to deal with natural disasters in Latin AmericaJavier Reznik [Fine Research]; Mariana Valdés [Save the Children]
Florencia Rojo, Fine Research, Argentina
BUSINESS SOLUTIONS DEMO by Netquest | How to use Behavioral Data for e-commerce
Nicolás Kiczij [Netquest]
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.
Sponsored presentation/demo
Introduction
Susana Marquis [Susana Marquis. La Investigación que Inspira]
Millennial Lens
Deep-dive into much more than an age groupConstanza Cilley [VOICES!]
Beyond Lifestyles, Trends and Drinks
Creating new ways of developing online communitiesAndrea Ascarrunz [Pernod Ricard]; Maria Alejandra Velandia [Pernod Ricard]
IoT and Market Research
A disruptive opportunity for Latin AmericaJorge Andres Mendez [Synapsis Research]; Ricardo Velasquez [Synapsis Research]
Introduction
Paola Toscano [Avon]
Building Iconic Brands
How to manage and position brands that are part of our heritageFederico Barallobre [AB Inbev]; Sebastian Corzo [Kantar Millward Brown]
Brain Systems and Brand Experiences
Integrative approaches for total consumers understandingJuliana Oliveira [Ferrero]; Maria Carolina Rodrigues [Ipsos]
Beyond Traditionalism
Corona defies mindsets (and Trump)Alfredo Troncoso [De La Riva Group]; Elisa Romo [Grupo Modelo]
BUSINESS SOLUTIONS DEMO by Offerwise | Mobile First: tips and cases
Cassiano Albuquerque [Offerwise]
Sponsored presentation/demo
Introduction
Lina Roncancio [Discovery Networks]
PERFORMANCE | The “F Word”
How female representations shaped female emotions and consumption over the decadesMariela Mociulsky [Trendsity]; Ximena Díaz [Trendsity]
Modeling Insights with ESPN
Media effectiveness for prime brands in Latin AmericaCynthia Rivera [ESPN]; Jelle Lock [Pointlogic Nielsen]
Networking cocktail
Hosted by Netquest, ESOMAR Latin America Partner 2018
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
ESOMAR Update
Finn Raben [ESOMAR Director General]
LATINOVATION Award Winner - Predicting Shopper Behavior to Win at Retail
Capture behavioral insights in a realistic and competitive purchase contextSuyvan Ley [GfK]
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.
Winner of the AAM Mercurio de Oro 2017 - "Estás para algo dulce, estás para un Danette" - a 360 campaign born in a 360 listening
Justo Saenz [Danone]
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%.
Guest speaker presentation
Introduction
Lina Roncancio [Discovery Networks]
Beyond Numbers
CRM purchase data to identify segmented key in-store touch pointsChristian Abramson [Colgate-Palmolive]
McDonald’s Deeper Consumer Understanding
A holistic approach to segmentationGabriela Basabe [McDonald's Latin America]; Oscar Yuan [Ipsos Strategy3]
Introduction
Diego del Pozo Mitschele [MetrixLab]
Machine Learning Evolving Computer Vision
Estimating socioeconomic levels using satellite imageryHoracio González [Kantar]; Moisés Arizpe [Kantar]
The Impact of Personalization at Scale
Incorporating insights into campaign planning to drive incremental valueIsabela Aggiunti [Facebook]; Kim Moraes [ABI]
Data Analytics & Machine Learning Improving Quality of Life
The case of uSound intelligent hearing systemAntonela Vistalli [LOOPA Ciencia de Datos]; Asunción Fragni [LOOPA Ciencia de Datos]; Ezequiel Espiño [Newbrick]; Juan Pedro Lipari [Newbrick]
Redesigning a Brand Tracker
Helping LATAM Airlines soar to new heightsMarcello Garritano [MESH]; Priscila Tavares [LATAM Airlines]
Toluna | Toluna QuickSurveys
Introducing a new way to conduct market researchLuca Bon [Toluna]; Marco Gastaut [Toluna]
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.
Sponsored presentation/demo
Introduction
Diego Casaravilla [Fine Research]
Worth a Thousand Words
Analysing the impact of image recognition in surveysEzequiel Paura [Netquest]; Oriol Bosch [Pompeu Fabra University]
PEPFlix
Selling to mom & pop stores using machine learning and A.I.Javier Cohenar [PepsiCo]
MetLife Insights Engine
Extending the reach and ROI of marketing insightsCarolina Erlich [MetLife]; Flynt Tuller [MetLife]
BUSINESS SOLUTIONS DEMO by ecGlobal | Alldience: Revolutionizing Media Research and Brand Experience Measurement with Automated Content Recognition and Smart Surveys
Catarina Rocha [eCGlobal Solutions]
Sponsored presentation/demo
KEYNOTE | How to Win in the Reputation Economy - by Applying Global Insights in Reputation to LATAM
Stephen Hahn-Griffiths [Reputation Institute]
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.
Keynote
Closing
Finn Raben [ESOMAR Director General]; Joaquim Bretcha [ESOMAR Council Member]
ESOMAR Member Susana Marquis
Director, Susana Marquis. La Investigación que Inspira, Argentina
Susana has more than 25 years' of experience in market research. She specializes in shopper marketing and methodological innovation in market research. Susana is an expert in qualitative studies linked to the measurement of reactions and emotions to communication stimuli (new concepts, packaging, communication, etc.).
Sessions:
ESOMAR Member Carolina Erlich
Marketing Science LatAm Head, MetLife, Argentina
Sessions:
ESOMAR Member Constanza Cilley
Executive Director, VOICES!, Argentina
Sessions:
ESOMAR Member Finn Raben
Director General, ESOMAR, Netherlands
Sessions:
ESOMAR Member Flynt Tuller
AVP Global Marketing Sciences, MetLife, United States
Sessions:
ESOMAR Member Joaquim Bretcha
International Director, Netquest, Spain
Sessions:
ESOMAR Member Jorge Andres Mendez
CEO, Synapsis Research, Colombia
Sessions:
ESOMAR Member Marcello Garritano
Regional Director, MESH, Brazil
Sessions:
ESOMAR Member Mariela Mociulsky
Director, Trendsity, Argentina
Sessions:
ESOMAR Member Patricio Pagani
ESOMAR Representative for Argentina / Company Director, Infotools, Argentina
Patricio Pagani is a Company Executive Director and Board Member at Infotools, responsible for "The Americas" territory. A leading provider of research software tools & services, Infotools partners with some of the world's largest companies to 'help curious minds change their world'. Patricio's research career started 16 years ago at Coca-Cola. Then he joined Infotools to become a company director in 2012. Former president of the New Zealand Market Research Society and current ESOMAR representative, you will often find Patricio speaking at various industry forums, discussing what the future may hold for our research industry.
Sessions:
ESOMAR Member Pedro Fernandez
Vicepresident of Innovation and Intelligence, ProColombia, Colombia
Sessions:
ESOMAR Member Ximena Díaz
Director, Trendsity, Argentina
Sessions:
ESOMAR Member Suyvan Ley
Managing Director, GfK, Colombia
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 on consumer, healthcare and b2b fielding. Founded 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:
Programme Committee
Fernando Alvarez
Millward Brown Vermeer, Mexico
Diego Casaravilla
Fine Research, Argentina
Diego del Pozo Mitschele
MetrixLab, Argentina
Programme Committee Chair Jorge Fonseca
The Coca-Cola Company, Costa Rica
Susana Marquis
Susana Marquis. La Investigación que Inspira, Argentina
Lina Roncancio
Discovery Networks, Colombia
Paola Toscano
Avon, Brazil
Vice President
Fernando leads the consultancy practice for Vermeer in Mexico. Fernando has specific expertise in brand and marketing strategy, consumer psychology and brand communications. Having previously worked on the client side, he lends a deep perspective on corporate strategy implementation. Fernando is involved in all aspects of client engagement and has supported companies such as Danone, Unilever, P&G, Coca Cola, Sony, Diageo, Chrysler and Bayer among others. With more than 20 years' of experience in consumer and service industries, he has been within the Millward Brown family of companies for 10 years, where he was able to get involved in multiple regional and global projects.
ESOMAR MemberCEO & 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 on consumer, healthcare and b2b fielding. Founded 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.).
Managing Director
Programme Committee Chair
Senior Commercial Capabilities Manager LCBU
Jorge Fonseca is responsible for ensuring Commercial Execution, Refrigeration Equipment and Commercial Digital Strategies at Latin Center Business Unit (LCBU) for The Coca-Cola Co., which includes the markets of Central America, Colombia, Ecuador, Venezuela and Caribbean. He has more than 12 years in the Fast Moving Consumer Goods industry, starting his career at Coca-Cola FEMSA and later SCA Consumer in Mexico & Central America. He has held various business functions at The Coca-Cola Company, such as Market Execution Manager for Costa Rica, Senior Channel Manager for Traditional On-Premise and Senior Commercial Execution Manager, having in these last two places responsibilities over all LCBU Business Unit. He graduated in Industrial Engineering at the University of Costa Rica and he achieved an MBA with emphasis in Finance and a Masters in Business Administration with emphasis in Marketing.
ESOMAR MemberDirector
Susana has more than 25 years' of experience in market research. She specializes in shopper marketing and methodological innovation in market research. Susana is an expert in qualitative studies linked to the measurement of reactions and emotions to communication stimuli (new concepts, packaging, communication, etc.).
Research & Insights Director
Lina is Research head of Discovery Communications Colombia, in charge of defining, leading and drawing insights that are the core to accomplishing business objectives. As the Innovation leader, she is responsible for creating and measuring internal innovation processes and projects.
Senior Insights & Marketing Intelligence
Paola Toscano is the head of Insights & Marketing Intelligence for two of the most important Avon clusters across the globe – Brazil and SMG, which considers most part of South LatAm. Among her main responsibilities, she leads the knowledge agenda for leveraging insights into business to drive Avon’s acceleration and is fully responsible for turning Continuous Data, Competitors Monitoring, Human Behaviour, Market Dynamics, and Modelling & Analytics into actionable competitive advantage.
She has more than 12 years' experience in the Fast Moving Consumer Goods industry and also Research Agencies, and has previously worked at Ipsos, Unilever and Danone.
She graduated in Social Communication - Advertising & Promotion – and has a Post-graduation in Social Sciences Applied to Consumption.