9:30-12:30
Invitation only
ESOMAR REPRESENTATIVES MEETING
12:00-18:00
ONSITE REGISTRATION OPENS
Check-in and pick up your badge
13:00-16:00
Workshop
*SOLD OUT* Available to paying delegates on a first come, first serve basis👉 Find out more!
WHAT IF? UNLOCKING CREATIVITY AND BECOMING A STRATEGIST IN A WORLD OF DISRUPTION
Learn how to anticipate disruption, embrace creativity, and design antifragile strategies for the future from an insights perspective.
Pilar Bermudez, Marduk, Peru
Laura Gomez, Marduk, USA
14:00-17:00
Invitation only
LOCAL ASSOCIATIONS MEETING
16:30-18:00
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
Anne-Sophie Damelincourt, ESOMAR President
Rosario Mellado, ESOMAR Representative Perú
Javier Álvarez, President APEIM
9:15
INTRODUCTION TO THE PROGRAMME
Programme Committee Chair
Urpi Torrado, Datam International & ESOMAR Latin America Ambassador, Peru
9:25
Keynote Speaker
PERU AT THE TOP OF GASTRONOMIC TOURISM
The vision and strategy behind the creation of the Peru brand, along with the journey that positioned Lima as a leading urban-gastronomic destination. A process driven by passion and dedication, this story stands as a testament to Peru’s ability to reinvent itself and shine on the competitive global tourism stage.
Mara Seminario
UNIR Executive Coach-INCAE & Former Director of Tourism Promotion of Promperú and Former Vice Minister of Tourism
9:55
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.
Introduction by Session Chair
Andrea Micolta Lopez, Postobon, Colombia
10:00
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
10:20
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
Lori Noel, Burke, Inc., United States
10:40
PERSPECTIVES & QUESTIONS
10:50
NETWORKING BREAK
11:15
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.
Introduction by Session Chair
Priscila Aramburu, De la Riva Group, Mexico
11:20
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
11:40
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
12:00
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
12:20
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.
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Mario Eduardo Ruiz Grillo, Marketeros de Alquiler, Perú
Alessandra Mayor Latour, AB InBev Perú, Perú
12:40
PERSPECTIVES & QUESTIONS
12:55
Presentation Powered by SAMY Alliance
BEYOND THE SCROLL
Mixing social Listening and real talk to decode Gen Z
Combining traditional and Social Intelligence to uncover what really matters to Gen Z — from music and fashion to gaming, mental health, and beyond. Discover how these insights are helping Nesquik reshape its strategy and build meaningful connections with a new generation of consumers.
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Enrique Martínez de Majo, SAMY Alliance, Spain
13:05
LUNCH
14:25
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.
Introduction by Session Chair
Rafael Cespedes, Provokers & ESOMAR Representative, Chile
14:30
Methodological Innovation
REVOLUTIONISING 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
14:50
Methodological Innovation
POWERFUL INSIGHTS, OWNED ECOSYSTEM
Revolutionising 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
15:10
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
Federico Zambrano G., Netquest, Colombia
15:30
PERSPECTIVES & QUESTIONS
15:40
Presentation powered by MainBrain Research
THE AI RESEARCH LEAP
Seeing What’s Next Before Consumers Do
By the time a trend reaches a survey, it’s already mainstream. The real breakthrough isn’t in asking consumers what they think, it’s in decoding what they do, feel, and show before they’re even aware of it themselves. In this session, we’ll explore how AI-powered social listening and image recognition uncover hidden behaviors, subconscious tensions, and emerging trends that traditional research methods simply can’t reach. This isn’t just about more data, it’s about co-designing a smarter, faster way to anticipate consumer shifts and act ahead of the curve.
Claudia López Sámano, Nestlé, Mexico
15:55
NETWORKING BREAK
16:20
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.
Introduction by Session Chair
Vanessa Guima, Alicorp, Peru
16:25
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
16:45
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
17:05
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.
Lucia Weiner, Ipsos, Perú
Catalina Morales, Credicorp, Colombia
17:25
PERSPECTIVES & QUESTIONS
17:35
INTERACTIVE SESSION
INSIGHTS DRIVING SUSTAINABLE CHANGE
Join us for a special live recording of Talking Insights, featuring Brennda and Leila, winners of the RGT Prize and participants in ESOMAR’s Climate Community Circles. Their project, HidroRed: Tejiendo redes por el agua, explores the water access challenges in southern Lima and how communities adapt to scarcity. This interactive session will highlight how research and insights can drive real-world impact, aligning with ESOMAR’s commitment to a more sustainable industry through the Climate Pledge.
Antonio Almeida, ESOMAR Marketing Strategy and Growth Executive
Leila Quevedo, inLearning Escuelas de Educación Superior, Perú
Brennda Huarcaya, Datum International, Perú
19:00
"ALTITUDE HOUR"
Raise a glass to collaboration and insights with Andean-inspired cocktails at Amaura!
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.
Introduction by Session Chair
Ezequiel Erdei, MegaResearch, Argentina
9:20
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
9:40
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
10:00
PERSPECTIVES & QUESTIONS
10:10
Presentation Powered by Glaut, Inc
ESPRESSO CHALLENGE: END-TO-END RESEARCH IN <24 HOURS
Think research takes weeks? Glaut AI-powered research delivering insights in 24 hours, LIVE during ESOMAR Latin America 2025.
At the ESOMAR conference, we’re running what we call "ESPRESSO Research": an end-to-end study completed in just 24 hours! Using Glaut’s AI-powered platform and AIMI (AI-moderated interviews), we’ll capture real-time insights and dive deeper with personalized follow-up questions. Interviews will be conducted on the first day of the event, and we’ll showcase the results LIVE during our speech on April 3.
Matteo Cera, Glaut, Inc., United States
10:25
NETWORKING BREAK
10:55
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.
Introduction by Session Chair
Rosario Mellado, Ipsos & ESOMAR Representative, Peru
11:00
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
Gabriella Araujo, British American Tobacco, Brazil
11:20
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
11:40
PERSPECTIVES & QUESTIONS
11:50
Community Panel
FOOD TRENDS: IMPACT OF THE LABELING LAW
Collaborative work between associations from Argentina, Colombia, Chile, Mexico and Peru.
Susana Marquis, Observatorio Shopper SAIMO, Argentina (moderator)
Javier Álvarez, APEIM, Perú
Gabriela Alcalá, AMAI, México
María Elvira Restrepo, ACEI, Colombia
Rafael Céspedes, AIM, Chile
Constanza Cilley, SAIMO, Argentina
12:10
PERSPECTIVES & QUESTIONS
12:20
PRESENTATION POWERED BY MINDMETRICKS
12:30
LUNCH
13:55
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.
Introduction by Session Chair
Urpi Torrado, Datum International & ESOMAR LATAM Ambassador, Peru
14:00
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
14:20
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
14:40
PERSPECTIVES & QUESTIONS
14:55
NETWORKING BREAK
15:25
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.
Introduction by Session Chair
Patrícia Beber, Ipsos, Brazil
15:30
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
15:50
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
16:10
PERSPECTIVES & QUESTIONS
16:20
CLIENT CONVERSATION
LET'S CLICK TAKEAWAYS
Key learnings & revelations from clients in the region
16:45
CLOSING & AWARDS
Joaquim Bretcha, ESOMAR Director General
17:00
FAREWELL DRINKS