Soar higher with early bird registration!
Fees will increase after 10 February 2025

Clients can now attend for a flat fee of €500!
Group bookings of 3 or more participants receive considerable discounts!
For details of both offers, reach out to us at events@esomar.org

GET READY TO REACH NEW HEIGHTS

In April 2025 ESOMAR Latin America ascends to new heights, bringing the research community together in the stunning city of Lima! This year’s theme, Altitude, reflects both the soaring aspirations of our industry and the incredible setting of Peru—a megadiverse country with habitats ranging from the arid plains of the Pacific coast to the majestic peaks of the Andes. Do you want to elevate the way you do business?Join us in uncovering groundbreaking insights, fresh perspectives, and innovative ideas as we rise together to shape the future of insights!

To ensure an inclusive experience, simultaneous translation services will be available, embracing the diverse voices of our global community. We welcome attendees from all corners of the world to join us in this celebration of knowledge and cultural exchange.

Get Involved

Are you looking to get involved in the event? Do you want to profile your company to 200+ senior professionals from the region? Perhaps you would like to find innovative and interesting ways to create real RoI and increase your business?

Contact us about the commercial opportunities available at the event. We have a wide assortment of different branding, speaking and bespoke ways to showcase your thinking, tools and methods.

YOUR EXPERT PROGRAMME COMMITTEE

The high quality of the content at ESOMAR Latin America 2025 is made possible by the hard work of the Programme Committee, who review the papers and presentations submitted to deliver the best possible insights for you.

Director of Qualitative Research at De la Riva Group, Mexico

Priscila Aramburu

Chief Performance Officer at Ipsos, Brazil

Patrícia Beber

CEO at Provokers, Chile (ESOMAR Rep)

Rafael Cespedes

Managing Director at MegaResearch, Argentina

Ezequiel Erdei

Senior Market Research Manager at Alicorp, Perú

Vanessa Guima

Senior Analyst Central Intelligence at Postobón, Colombia

Andrea Micolta Lopez

Senior Director at Ipsos, Perú (ESOMAR Rep)

Rosario Mellado

CEO at Datum International, ESOMAR Latin America Ambassador

Urpi Torrado

Programme

PROGRAMME

The majority of presentations will be delivered in Spanish with simultaneous translation available

9:30-12:30

Invitation only

ESOMAR REPRESENTATIVES MEETING

14:00-17:00

Invitation only

LOCAL ASSOCIATIONS MEETING

15:00-19:00

ONSITE REGISTRATION OPENS

Check-in and pick up your badge

17:30-19:00

Invitation only

LET'S CLICK

Engagement for research buyers and users

9:00

OPENING & WELCOME

Contributions from ESOMAR Leadership & Local Representatives

Joaquim Bretcha, ESOMAR Director General

Rosario Mellado, ESOMAR Representative Perú

APEIM

INTRODUCTION TO THE PROGRAMME

Programme Committee Chair

Urpi Torrado, ESOMAR Latin America Ambassador

TRAILBLAZERS OF SHOPPER INSIGHTS

Do great minds think alike when it comes to revolutionizing the shopper experience? In this session, two leading brands share thier unique takes on the customer journey across LATAM.

Case Study

THE OMNICHANNEL EXPERIENCE

Challenging cross-channel strategy

PepsiCo's omnichannel study redefines shopper insights by linking purchasing missions with specific channels across LATAM. This approach reveals the nuanced role of each channel in consumer journeys, enabling precise in-store strategies that meet diverse shopper needs.

Gerardo Garduño, PepsiCo, Mexico
Lys du Plessis, Megaresearch, Argentina

Case Study

UNLOCKING CONSUMER BEHAVIOR IN LATAM

A future-ready approach to the path-to-purchase journey

Coca-Cola’s Path-to-Purchase tool decodes LATAM consumer rituals across channels, revealing deeper motivations beyond transactional data. This omnichannel approach enables Coca-Cola to adapt brand strategies for stronger engagement and align more closely with consumers’ behaviors and preferences.

Patricia Almeida, Coca-Cola, Brazil
Luiza Rossi, Coca-Cola, Costa Rica

NETWORKING BREAK

BEYOND THE SURFACE

Explore how brands are using innovative and immersive research techniques to forge deeper connections with consumers. These presentations showcase how insights drive impactful brand narratives and uncover unexpected strategies.

Thought Leadership / Call-to-Action

DOES INCLUSIVITY SELL?

Is there a purpose in being inclusive?

Unilever and Gentedemente explore inclusivity’s financial impact, analyzing if diverse representation can drive brand loyalty and profitability. This study examines how purpose-driven connections in branding resonate with LATAM’s varied demographics and assesses inclusivity’s role in consumer preferences.

Daniel Gonzales Arias, Unilever, Argentina
Adrian Kohan, Gentedemente, Argentina

Case Study

SLIM NOT SHADY

The success story of a packaging relaunch

Gloria’s Slim Yogurt redefines packaging with neuromarketing, aligning design with the brand’s empowering message. Eye tracking and emotion recognition reveal which elements spark positive reactions, making Slim’s new identity irresistible on the shelf and boosting its appeal among health-conscious consumers.

Karen Genna Miyahira, Gloria, Perú
Lana Babii, UserEmotion, Mexico

Client Topic

THE 'X' OF XCARET

Crafting Xcaret’s narrative: a semiotic perspective on its hotels and parks

Through a semiotic and ethnographic study, Grupo Xcaret transforms the letter "X" into a narrative that embodies Mexican heritage while modernizing its brand image. This exploration links Xcaret's symbolic power with its diverse offerings, harmonizing past and present in a way that resonates globally

Alejandra Alvarez Mendez, de la Riva Group, Mexico
Estefanía Trujillo Ávila, Grupo Xcaret, Mexico

Methodological Innovation

DECIPHERING YOUTH BEER CONSUMPTION IN PERÚ

A natural and unprecedented approach

AB InBev and Marketeros de Alquiler uncover what’s behind the declining beer consumption among Perú's young adults. Using covert, naturalistic methods, they reveal surprising insights into social dynamics and consumption habits, offering brands a fresh approach to reach this elusive demographic.
.

Mario Eduardo Ruiz Grillo, Marketeros de Alquiler, Perú

Alessandra Mayor Latour, AB InBev Perú, Perú

LUNCH

HIGHER AGILITY, DEEPER INSIGHTS

In an era of rapid transformation, staying ahead demands speed, precision, and depth. This session reveals how AI, first-party data, and agile tools are revolutionizing insights and innovation in LATAM, empowering businesses to make faster, smarter decisions and achieve new heights of success.

Methodological Innovation

REVOLUTIONIZING INNOVATION & PRODUCT DEVELOPMENT WITH AI

This session by Unilever and NielsenIQ showcases the AI-powered AiPP tool used to predict consumer preferences, accelerating product development and reducing time-to-market, while ensuring product appeal.

Suprio Banerjee, Unilever, Vietnam
Ramesh Mishra, NielsenIQ, United Kingdom

Methodological Innovation

POWERFUL INSIGHTS, OWNED ECOSYSTEM

Revolutionizing business decision-making

Alpina has transformed its insights process, leveraging first-party data and retail assets to drive agile decision-making. This ecosystem boosts the visibility and impact of insights, allowing rapid responses to consumer needs and elevating Alpina's market positioning

Angela Cedeno Lopez, Alpina, Colombia

Industry Challenge

CLIENTS, AGENCIES, ACADEMY AND PANELS ONLINE

An honest quest to elevate data quality through AI innovation

A collaborative initiative involving Yanbal, RECSM, Datum Internacional, and Netquest. This session highlights innovative uses of AI to improve data quality in Latin American market research.

Patricia Grisolle Fontana, Yanbal, Perú
Evelyn Juarez Sotomayor, Datum Internacional, Perú
Federico Zambrano G., Netquest, Colombia

NETWORKING BREAK

ELEVATING COMMUNITIES

From fostering financial inclusion and digital access to addressing the unmet needs of the silver generation, these presentations showcase how powerful insights are driving community empowerment and societal change in the region.

Thought Leadership / Call-to-Action

SILVER ECONOMY

Challenges and opportunities of a growing trend

Addressing Latin America's aging demographic, this study explores the needs and economic contributions of the "silver" generation, advocating for inclusive strategies to enhance well-being and empower brands and governments to better serve this influential consumer segment.

Elizabeth Minaya, Inter-American Development Bank (IDB), Perú
Elizabeth Gomez, Universidad del Pacífico - Emprende UP, Perú

Client Topic

THE JUMP PROGRAM

Empowering communities for long-term success

Liberty Latin America's initiative to provide affordable internet access and promote digital inclusion in underserved communities across the Caribbean, enhancing opportunities for education and employment.

Christian Andres, MERCAPLAN, Guatemala
Maryso Hinojosa, Liberty Latin America, United States

Thought Leadership / Call-to-Action

FOUR YEARS OF EVIDENCE FOR THE DEVELOPMENT OF FINANCIAL INCLUSION IN LATIN AMERICA

Credicorp’s Financial Inclusion Index tracks LATAM’s progress on financial accessibility, highlighting barriers that persist across countries. This index not only provides data for market insights but also supports policy recommendations aimed at equitable access for underserved populations.

Patricia Rojas, Ipsos Perú, Perú
Erick Sablich, Credicorp, Perú

INTERACTIVE SESSION

SUSTAINABLE SOLUTIONS

Brainstorming session where you can explore and discuss the challenges of integrating sustainable practices into your organisation. Collaborate with peers, share experiences, and ideate on overcoming barriers to eco-friendly initiatives.

18:30

"ALTITUDE HOUR"

Toast to collaboration and insights with Andean-inspired drinks

9:00

THE SUMMIT OF SYNERGY | PART I

Human Insight Meets AI Precision

This session focuses on the harmony between human-centric methodologies and AI-driven tools, exploring how their integration leads to more meaningful and actionable insights.

Client Topic

CREAR MODEL: CONNECTING INSIGHTS WITH VALUE CREATION IN THE MARKET

How business knowledge enhances market research and drives the internalization of research

Postobón’s CREAR model merges observation, technology, and business insights to empower innovation. This data-driven framework captures consumer patterns and converts insights into high-impact products, proving that a strategic blend of tech and human expertise can transform market research.

Sebastián Benítez, Postobón, Colombia

Susana Pérez, Postobón, Colombia

Case Study

TRANSFORMING INNOVATION IN LATAM

Synergizing human insight and artificial intelligence for business growth

Ipsos combines AI and human insights to drive LATAM innovation, creating a balanced framework that uses predictive modeling alongside real-time analysis. This approach enables brands to accelerate growth and make informed, strategic decisions that are finely tuned to the evolving regional market dynamics.

Jiongming Mu, Ipsos, Canada

Nikolai Reynolds, Ipsos, Germany

Fernanda Wajchenberg, Ipsos, Brazil

Client Topic

INSIGHTS REVOLUTION: FROM 2D TO 3D

Unlocking creative greatness with AI, ML, and human connection

PepsiCo blends AI, ML, and human insights to drive creative breakthroughs, creating insights that go beyond data and resonate emotionally. Their "Insights to Inspire" approach takes insight-gathering from static to dynamic, transforming consumer understanding into impactful, innovative campaigns.

Claudia Sciarretta, PepsiCo, Mexico

NETWORKING BREAK

RISING ABOVE CHALLENGES

From tackling illicit markets to navigating economic crises, this session showcase how businesses are tuning complex societal challenges into oppurtunities and achieiving meaningul results.

Case Study

CONSUMER INSIGHTS: A KEY DRIVER IN THE JOURNEY AGAINST BRAZIL’S ILLICIT TOBACCO MARKET

How consumer understanding has been key in the reduction of illicit tobacco market in Brazil

British American Tobacco's strategic use of consumer insights has reduced Brazil's illicit tobacco market, shifting consumers from illegal to formal channels through tailored products and rigorous market analysis, addressing both economic and public health goals

Diogo Carvalho, British American Tobacco, Brazil

Gabriella Araujo, British American Tobacco, Brazil

Case Study

KIKI PROJECT: UNDERSTANDING CONSUMERS IN TIMES OF CRISIS

How to generate value for diverse households amidst inflation and declining purchasing power

Examines the impact of economic crises on Latin American consumers and the adaptive strategies needed for brands to stay relevant and empathetic during financially challenging times.

Maria Angelica Rodriguez, Alicorp, Perú

Francesca Lindley, Alicorp, Perú

Community Panel

FOOD TRENDS: IMPACT OF THE LABELING LAW

Collaborative work between associations from Argentina, Colombia, Chile, Mexico and Peru.

Panelists TBC

LUNCH

THE SYNTHETIC SHIFT

As research evolves, synthetic data emerges as a game-changing tool. Unconver how it is transforming research, from validating AI-generated personas to testing its reliability against real-world insights in Latin America.

Case Study

CAN WE TRUST SYNTHETIC PERSONAS?

Itaú Unibanco assesses synthetic personas created via AI, comparing them with real consumer data to validate accuracy and ethical implications. This study examines if synthetic data can reliably model consumer behaviors, providing insights into future applications in customer representation.

Luciano Lauri, Itaú Unibanco, Brazil

Kirla Seronni Cardoso Ferreira, Itaú Unibanco, Brazil

Fernanda Laurentys, Itaú Unibanco, Brazil

Industry Challenge

SYNTHETIC DATA IN LATAM - DOES IT DELIVER NEW SOLUTIONS?

Testing cross-country applications of synthetic data modelling of consumers

A collaboration that puts synthetic data to the test, modeling consumer data across five LATAM nations. This study explores if synthetic data can supplement real respondents in quantitative surveys, enhancing accessibility to niche audiences and revolutionizing market research..

Scott Worthge, Quest Mindshare, Canada

Max Purcell Goudie, Provokers Chile, Chile

NETWORKING BREAK

THE SUMMIT OF SYNERGY | PART II

Turning Insights into Action

In this second half of this session we explore how human-AI synergy is applied to solve real-world challenges, scaling innovation and strategy to create measurable business impact.

Case Study

UNLOCKING DEEPER CONSUMER INSIGHTS FOR EXPERIENTIAL MARKETING

How Coca-Cola maximizes return on experience using new metrics and a conversational approach

Coca-Cola uses AI and the Brand Experience Predictor (BXP) to pre-test campaigns and gather real-time insights, connecting deeply with LATAM audiences through data-driven strategies. This approach offers predictive analytics for campaign success and post-experience engagement to maximize ROI.

Sandra Hermes, The Coca-Cola Company, Chile

Jenna Shuster, Reach3 Insights, Canada

Case Study

FOODFLUENCE: SHAPING NUTRITION TRENDS THROUGH SOCIAL NETWORKS

An exploration of influencers' role in guiding nutrition conversations and shaping consumer perceptions

This case reveals how influencers guide nutrition conversations, using AI-driven sentiment analysis and semiotics to understand their impact. Molinos Río de la Plata can now anticipate shifts in consumer health behaviors and refine strategies to align with digital trends

Guido Gamba, uuevo, Argentina

Marina Méndez, Molinos Río de la Plata, Argentina

CLIENT CONVERSATION

LET'S CLICK TAKEAWAYS

Key learnings & revelations from clients in the region

CLOSING & AWARDS

Joaquim Bretcha, ESOMAR Director General

17:00

FAREWELL DRINKS

Info

ESSENTIALS

VISA TO ENTER PERÚ

Visitors attending ALTITUDE | ESOMAR Latin America 2025 may require specific documents to enter Perú.

Full Information on the visa policy and procedure can be found on the Perú Government’s visa website.

We advise you to check your individual visa requirements, start the visa application as soon as possible, and investigate with your local Perúvian embassy or consulate what documentation is necessary.

If you require a Visa to travel to Perú, please download and complete the Visa request form here and send it to events@esomar.org.

Please note that registration payment must be received before we can issue your invitation letter.

Visa Request Form

THE VENUE

Our event will take place at The Westin Lima Hotel & Convention Center, one of the most prestigious venues in Peru. Located in the heart of Lima’s vibrant San Isidro district, this luxury hotel offers a perfect blend of modern sophistication and local charm. With its state-of-the-art convention facilities, The Westin is designed to host world-class events, providing an ideal setting for ESOMAR Latin America 2025: Altitude.

Enjoy a seamless experience in a venue that boasts spacious conference rooms, cutting-edge technology, and exceptional service—all within a setting that reflects the rich cultural heritage and dynamic energy of Lima. Whether you're networking in the elegant event spaces or unwinding in the hotel’s top-tier amenities, The Westin Lima Hotel & Convention Center promises an inspiring environment for both business and relaxation.

The airport is about 15 kilometres away.

THE WESTIN LIMA HOTEL & CONVENTION CENTER

CALLE LAS BEGONIAS 450. SAN ISIDRO,

LIMA, PERU, 27

Reservations

To make a room reservation click HERE

Please Note:
All rooms will be based on availability at the time of your booking. Preferential room rates are only available to ESOMAR delegates.

WANT TO GET INVOLVED?

SILVER SPONSOR

Elevate Your Skills

Don't want to wait until April to learn from our community in LATAM? Then we invite you to level - up your research this December with our free Spanish-language online workshop, "Lo que no nos dicen".

In this training, the 2024 YES Award LATAM Winners Andrea Micolta and Valentina from Postobón will inspire attendees to:

Learn new ways to interpret data with an innovative approach.
Discover practical tools to identify hidden insights.
Connect with experts and peers committed to advancing market research.

Join

Soar higher with early bird registration! Fees will increase after 10 February 2025

Clients can now attend for a flat fee of €500! Group bookings of 3 or more participants receive considerable discounts! For details of both offers, reach out to us at events@esomar.org

GET READY TO REACH NEW HEIGHTS

Get Involved

YOUR EXPERT PROGRAMME COMMITTEE

Priscila Aramburu

Patrícia Beber

Rafael Cespedes

Ezequiel Erdei

Vanessa Guima

Andrea Micolta Lopez

Rosario Mellado

Urpi Torrado

PROGRAMME

The majority of presentations will be delivered in Spanish with simultaneous translation available

​

​

​​

ESSENTIALS

SILVER SPONSOR

SPONSORS

PARTNERS

Elevate Your Skills

Soar higher with early bird registration!
Fees will increase after 10 February 2025

Clients can now attend for a flat fee of €500!
Group bookings of 3 or more participants receive considerable discounts!
For details of both offers, reach out to us at events@esomar.org