9:00
OPENING & WELCOME
Contributions from ESOMAR Leadership & Local Representatives
Joaquim Bretcha, ESOMAR Director General
Sandra Triana, ESOMAR Representative Colombia & President of ACEI
INTRODUCTION TO THE PROGRAMME
Programme Committee Chair
Pedro Fernandez, Anheuser-Busch InBev, Colombia
2024 YES [YOUNG ESOMAR SOCIETY] AWARDS
60 Second Pitch Competition
The AI Model to Automatically Quantify Speech
Federico Adrogue, KNACK Research, Argentina
Optimización de estrategias de mercado con Membeer
Lina Amaya, Bavaria S.A, Colombia
Autoethnography on TikTok
Pablo Gutierrez, LEXIA Insights, Mexico
Eres lo que consumes
Andrea Micolta, Postobon, Colombia
Valentina Acevedo, Postobon, Colombia
Opening Keynote
COLOMBIA DESPITE PREJUDICES
José Pablo Arango, Director Medusa, Colombia
With 43 years of experience in marketing, communications and teaching starting in advertising agencies, such as Alkimia, Young & Rubicam, J.Walter Thompson and Sancho BBDO he has had the opportunity to work for most of the most important brands in Colombia. He founded the movement "COLOMBIA POSITIVE REALISM" from where he is dedicated to telling stories about the true face of COLOMBIA, in addition to his activities as a speaker, consultant and university professor.
Author Spotlight
CONSUMER INSIGHTS: UNLOCKING CONSUMERS' MINDS. BOOK PRESENTATION.
Cristina Quiñones, CEO Consumer Truth, Peru
Author "Desnudando la mente del Consumidor: Consumer Insights en el Marketing" (Planeta Perú, 2023 2d edición).
NETWORKING BREAK
THE HUMAN KALEIDOSCOPE:
Revealing our true colors
In this thought-provoking session, we'll explore the variegated aspects of behavior and choice that define our societies and workplaces. From the marketplace to the office and even into our homes, we will uncover the multidimensional colors of human and consumer dynamics.
Intro by Session Chair: Daniel Lagache, PYRO, Argentina
Client topic
INSPIRING CONSCIOUS CONSUMPTION
Transforming Lives and Communities: How Grupo Exito Sustainable Retailing and Initiatives are Driving Positive Change
Juan David Giraldo Ruiz, Ipsos, Colombia
Lucas Lopez Lince, Grupo Exito, Colombia
Case study
ACTING ON THE UNSAID
The say-do-gap and the infinite insights that emerge
Between what we do and what we say we do, there are new demand spaces, deeper and more complex consumption journeys, and definitions of nudges that were key to landing the creativity of Chokis.
Ezequiel Erdei, Mega Research, Argentina
Itzelli Vizcaino Cadena, Pepsico, Mexico
Case study
WORKPLACE PRODUCTIVITY
Is the key to organisational transformation based on a successful employee experience?
Employee experience (EX) is a fundamental pillar for the success of organizations. By focusing on EX, organizations not only seek to improve internal metrics, they also aim to transform themselves into more inspiring entities.
Mónica Lemoine, CNC-VíaCiencia, Colombia
Case study
THE ERA OF PET HUMANIZATION
From four-legged companions to full-fledged family members
Unveiling the power of "Pet Humanization" on society with mixed methods: Redefining families, shaping consumer behavior, and sparking innovation in marketing, products, and services while nurturing ethical and legal debates on animal welfare.
Constanza Cilley, Voices Consultancy, Argentina
Sponsor Splash
MINDMETRIKS
LUNCH
BREAKING THE MOLD:
Shattering bias with intelligence
A transformative experience that promises to leave you with a richer understanding of the diverse populations we serve. Prepare to gain a profound appreciation for the intricate hues of human experience as we explore how intelligence through research can foster inclusivity.
Intro by Session Chair: Mariela Mociulsky, Trendsity, Argentina
Thought leadership / Call-to-action
AN UNCOMFORTABLE CHAT: MENTAL HEALTH, LGBTQ+ AND MARKET RESEACH
More actionable insights and better brand communication in a more critical society
We talk about mental health as a general framework, urging brands to dialogue about less addressed topics. Historically, this discussion was limited to the PRIDE season in June. In an inclusive world, action is crucial, not just speech.
Catalina Niño Peñuela, OMG Perú, Peru
Evelyn Juarez, Datum Internacional, Peru
Client topic
WHAT DO WOMEN THINK?
Latin American women’s vision on gender inequality, entrepreneurship, cost of living and self-esteem.
Did you know that even though 1 out of every 3 entrepreneur women are the sole or main income providers in their households, most women in Latin America do not consider financial independence as a requisite to gender equality?
Adrian Kohan, Gentedemente, Argentina
Olga Bocanegra, Natura & Co (Avon), Colombia
Sponsor Splash
BUILDING BRIDGES
Market Research as a Tool for Inclusion
Join us to explore how market research can be a powerful tool for building a more inclusive world. In this session, we will present real-life cases that illustrate how data can break barriers, promote diversity, and improve understanding of diverse communities. We hope to inspire all participants to use market research to create deeper and more meaningful connections with their audience, thereby contributing to a more inclusive future for all.
Camila Angio, Capture Intelligence, Argentina
NETWORKING BREAK
RAINBOW OF RESPONSES:
Emerging trends reshaping data collection
Industry trailblazers illuminate the emerging trends that are reshaping the landscape of data collection in the digital era. We'll traverse the spectrum of data collection methodologies, from the evolving terrain of political surveys to the innovative frontiers of synthetic data. This session is a must-attend for those eager to stay ahead of the curve in the dynamic world of market research.
Intro by Session Chair: Pedro Fernandez, Anheuser-Busch InBev, Colombia
Methodological innovation
REVOLUTIONISING VOTER DECISION-MAKING
Virtual surveys and their impact on informed voting in Colombia
The 'Match Presidential 2022' and 'Match Electoral 2023' projects by Cifras & Conceptos have significantly transformed the way Colombian citizens approach their voting decisions.
César Caballero Reinoso, Cifras & Conceptos, Colombia
Case study
SYNTHETIC RESPONSES REVOLUTION
Harnessing the potential in mobile surveys with synthetic responses from real users
Synthetic answers aren't the future; they're the present. Learn how disruptive companies are leveraging the power of machine learning to achieve consistent results.
Leonardo Valente, LivePanel, Argentina
PAINTING TOMORROW:
Capturing the essence of a new generation
In a landscape where tomorrow's trends are today's reality, "Painting Tomorrow" offers a forward-thinking analysis of Gen Z's aspirations and hurdles. This session delves into the heart of Latin America's youth and also includes the presentation of the YES Award winner, as voted for by our audience earlier in the day.
Intro by Session Chair: Mariela Mociulsky, Trendsity, Argentina
Case study
THE UN-FUTURISTIC FUTURE OF VEHICLES IN LATIN AMERICA
Understanding LATAM GenZ's "want-to-have-but-can't-have" dilemma within the automotive industry
Unleash LATAM's blue ocean of GenZers: has the time come for the marketing industry to stop creating new needs and rather acknowledge and work towards the existing ones?
Rafael Delgado, Nissan, Mexico
Ana Paola Rodriguez, De La Riva Group, Mexico
Awards
YES AWARDS WINNER
Don't miss the electrifying Pecha Kucha presentation by the YES Pitch Contest winner - a rapid-fire showcase of innovation and fresh perspectives from the next generation of market research talent. Get ready for a whirlwind of inspiration in just 20 slides, each for 20 seconds, as we unveil the future of insights at ESOMAR!
Awards
RESEARCH GOT TALENT:
2021 NATIONAL WINNER PERU
Showcasing the outstanding work that young minds have been undertaken in collaboration with local charities and NGOs. Don't miss this chance to be inspired by visionaries who are shaping the future through their impactful research projects!
Eva Javel Flores, Ipsos, Peru
In conversation with Paula Fernandez, Standards Programmes Coordinator, ESOMAR
17:30
COLORFUL COCKTAILS
Join Synapbox to enjoy colourful cocktails in the exhibition space!
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