https://esomar-latam.com

HOME | Esomar Latin AmericaJoin us in celebrating 25 years of bringing together the research industry's top leaders at the ESOMAR LATAM event. This year, we'll be taking place in Mexico City, a city that is a cultural and historical hub of Mexico, and a center of the insights industry.HOME | Esomar Latin America top of page HOMEPROGRAMMEESSENTIALSPARTNERSSPONSORSEXHIBITORSMoreUse tab to navigate through the menu items.Book Tickets Book Hotel 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 HEIGHTSIn 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. ​Contact us YOUR EXPERT PROGRAMME COMMITTEEThe 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, MexicoPriscila AramburuChief Performance Officer at Ipsos, BrazilPatrícia BeberCEO at Provokers, Chile (ESOMAR Rep)Rafael CespedesManaging Director at MegaResearch, Argentina Ezequiel ErdeiSenior Market Research Manager at Alicorp, PerúVanessa GuimaSenior Analyst Central Intelligence at Postobón, ColombiaAndrea Micolta LopezSenior Director at Ipsos, Perú (ESOMAR Rep)Rosario MelladoCEO at Datum International, ESOMAR Latin America AmbassadorUrpi TorradoProgrammePROGRAMMEThe majority of presentations will be delivered in Spanish with simultaneous translation availableTuesday | 1 April Wednesday | 2 April Thursday | 3 April 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   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. .​ 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. .​ 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   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 ​​ 14:50​ 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  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 ​ 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. ​​​ Patricia Rojas, Ipsos Perú, Perú Erick Sablich, Credicorp, Perú​ ​ 17:25 ​ PERSPECTIVES & QUESTIONS ​ ​  18:30 ​ "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 ​  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​ ​ Camilla De Aguiar Habib, British American Tobacco, Brazil 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 Rosalba Olivella, ACEI, Colombia Rafael Céspedes, AIM, Chile Constanza Cilley, SAIMO, Argentina ​​  12:10 ​ ​ PERSPECTIVES & QUESTIONS ​  12:20 ​ INTERACTIVE SESSION ​ SUSTAINABLE SOLUTIONS ​  12:35  ​ 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 ​InfoESSENTIALSVisa to enter PerúVenueVisitor informationVISA 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.Welcome to Perú! A land of towering Andes, ancient wonders, and vibrant traditions. Come where horizons expand, and every moment elevates.WANT TO GET INVOLVED?Partner with us Request to speak Request a press pass Request to exhibit SponsorsSILVER SPONSORSPONSORSPARTNERS bottom of pageenen1772966521https://esomar-latam.com

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