LATIN AMERICA 2012 - ESOMAR · PDF fileFUTURE CAPSULE 16.00 ... 13.35 - 13.55 Augmenting...

Programme

LATINAMERICA 2012Mexico City / 13 - 15 May

Uncovering opportunities

2 | LATIN AMERICA 2012

LATIN AMERICA 2012Opportunities are abound in Latin America with a growing middle class, consumption rising, and investments pouring in.* However, huge challenges remain and many of the social and economic structures in the region are unprepared to cope with these rapidly changing scenarios. How can research facilitate the way to succeed?

Our conference in Mexico will uncover business and societal opportunities for researchers through four thematic spectrums: The Bigger Picture, Business Beyond Borders, Eco-Innovation and Digital-Innovation. Join us in Mexico City to explore and learn the latest developments in market research for the region.

PROGRAMME COMMITTEE

Ignacio Galceran (Committee Chair)Latin America CEOTNS Global, Mexico/Brazil

Ana Claudia Marquezano AlvarezConsumer and Strategy Insights Director, Pepsico Latam, Brazil

Alejandro GarnicaExecutive Director, ARIA Alliance, Mexico

Monica KleimanManaging Director, GfK Kleiman Sygnos, Argentina

Alicia Martín del CampoCEO and Founder, Qualimerc, Mexico

Carolina Mejia PosadaKnowledge Leader and Founder, INSPIRED Active Knowledge, Colombia

VENUE

Presidente Intercontinental Mexico CityCampos Eliseos 218Col. Chapultepec PolancoMexico City, 11560Mexico

P: +52 55 53277700F: +52 55 53277730

E-Mail: [email protected]

* (Source: World Economic Forum LATAM 2011)

Your Advanced

Certi�edPanel QualityISO-Norm26362

Panel Partnerin Latin America,

Spain & Portugal

Barcelona | Madrid | Mexico DF | São Paulo

Advanced is “by-invitation-only” recruitment and highly pro�led online panels. Advanced is reliable sample delivery and service commitment. Advanced is proprietary technology for custom-made surveys.

Netquest is your advanced panel partner for successful panel projects in 21 countries across Latin America, Spain and Portugal.

www.netquest.com | [email protected]

ESOMARLatin AmericaPartner 2012!

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RW_APRIL2012_99x210.pdf 1 27/03/2012 13:14:39


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WORKSHOPS | 5

WORKSHOP

THE LATEST TRENDS IN SOCIAL MEDIA AND MARKET RESEARCHOpportunities & challenges in the fast-changing world of social mediaThis workshop brings together, in a practical way, the opportunities and challenges that are being created for market research by the fast changing world of social media.The course is designed to build on the information contained in The Handbook of Online and Social Media Research, a copy of which will be provided to each attendee.

Key topics that will be covered during the day include:

• Overview of the big trends in social media, including gamification, the shift from web-to-apps, geo-targeting, mobile everything, and collaborative endeavours such as Groupon and Quora.• Technology, looking at what sorts of tools are currently available for MR and which new ones are coming over the horizon?• Mapping tools to MR problems, looking at which tools are suitable for which sorts of problems, including what they deliver and what they don’t.• How to make money with social media research, or perhaps, how to make it less likely that

Sunday 13 MayWorkshop 09.00 - 17.00

researchers will make a loss, in this world of DIY, Free, and non-research competitors.• Staying out of jail, and ideally off the front pages of newspapers, social media has created new ethical and legal issues and has re-framed some traditional ones. The SM researcher needs to stay on the right side of a moving ethical and legislative line.• Turning discourse into insight, what are the best approaches to turn the discourse created by social media into useful advice for clients?

Intermediate Level

Workshop leaderRay Poynter, Managing Director, Vision Critical, UKSue York, Chief Curator of NEW MR, Australia


PROGRAMMESunday 13 May16.00 - 19.00 CONFERENCE REGISTRATION 16.00 - 20.00 EXHIBITION 19.00 - 20.00 WELCOME RECEPTION

Monday 14 May09.00 - 09.05 OPENING ESOMAR

09.05 - 09.15 WELCOME Gabriela de la Riva, President, AMAI, Mexico

09.15 - 09.30 Introduction to programme, session and opening keynote

Ignacio Galceran (Committee Chair)

THE BIGGER PICTURE

OPENING KEYNOTE SPEAKER

09.30 - 10.00 People Meter, People Matter Alejandro Quintero, Vice president Corporate of

Commercialization, Televisa Group, Mexico

10.00 - 10.25 New Faces, New Roles, New Ways, A New Latin America

The complex environment of a changing population Luis Woldenberg, NODO Investigación +

Estrategia, Mexico

10.25 - 10.30 Q&A

10.30 - 11.00 Networking break

THE BIGGER PICTURE - THE SESSION CONTINUES

11.00 - 11.05 Introduction by session chair Alicia Martín del Campo, Qualimerc, Mexico

11.05 - 11.30 How to Continue Being a Culturally Relevant Brand?

Coca-Cola and its 125 reasons to believe Omar Fuentes, The Coca-Cola Company, Mexico Pablo Kennedy, The Coca-Cola Company Latin

America, Argentina

Simultaneous translations from and into Spanish, Portuguese and English

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PROGRAMME | 7

11.30 - 11.55 The Kids are Alright! Nickelodeon LATAM; Kids & Family GPS Noel Gladstone, Nickelodeon/MTVN, USA

12.00 - 12.25 Preparing for the New Era How to adapt and sell in Latin America in

the 21st Century Dan Hill, Sensory Logic, USA

12.25 - 12.35 Q&A

12.35 - 12.40 SPONSORS FAST TRACK

12.40 - 14.00 CLIENT ROUND TABLE LUNCH This client-only session provides an exclusive

and informal format for discussion and debate of today’s most critical topics facing the client’s research agenda.

By invitation only

12.40 - 14.00 Lunch

BUSINESS BEYOND BORDERS

14.00 - 14.10 Introduction by session chair Alejandro Garnica, ARIA Alliance, Mexico

14.10 - 14.30 MasterCard-Master Insights The journey from questioning to listening

in Latin America Ricardo Alvarez, MasterCard Worldwide, USA

14.30 - 14.50 Brazil Middle Class? Your table is ready Opportunities and challenges facing the food

service industry in Brazil Gabriel Aleixo, BrainJuicer, Brazil Renata Ribeiro, Nestle, Brazil

14.50 - 15.10 The Power of Pacha Mama Mother Earth and the construction of

successful brands Julia Helena Carrillo, Consultor Apoyo, Ecuador Cristina Paez, Consultor Apoyo, Ecuador María Augusta Iturralde, Komité, Ecuador

15.10 - 15.30 BUSINESS BUzz PANEL An interactive panel exploring business trends

and research in Latin America with the speakers of the Business Beyond Borders session.


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BUSINESS BEYOND BORDERS - THE FUTURE CAPSULE

16.00 - 16.10 Introduction by session chair Alejandro Garnica, ARIA Alliance, Mexico

16.10 - 16.30 Purchase Prediction and Brand Loyalty

Alejandro Salgado, Neurosketch, Colombia Maria Jose Calvo, Neurosketch, Colombia Maria Fernanda Gomez, Neurosketch, Colombia Carlos Velasco, Neurosketch, Colombia

16.30 - 16.50 Fringe Factory “Latina” An informative and informal capsule introducing

the Fringe Factory to the Latin American Community

Cristina Paez, Fringe Factory Board Member, Ecuador

16.50 - 18.00 NETWORKING DRINKS

19.00 - 19.30 TRANSPORTATION TO THE NETWORKING DINNER

19.30 - 23.30 NETWORKING DINNER

Location: Del Bosque Restaurante Place: 2nd Section of Chapultepec Park (Minor lake) Website: www.cafedelbosque.com.mx

sponsored by netquest esomar latin america partner

PROGRAMME

PROGRAMME | 9

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Tuesday 15 May THE ECO-INNOVATION

09.00 - 09.05 Introduction by session chair Ana Claudia Marquezano Alvarez, PepsiCo

Latam, Brazil

09.05 - 09.30 Let the Brazilian Sun Shine In Building credibility for solar energy by

developing research-based concepts and communication

Fabián Echegaray, Market Analysis, Brazil

09.30 - 09.55 Sustainable Brazil Perceptions and practices of the new

Brazilian middle class on sustainability and conscious consumption

Mario Mattos, GfK CR, Brazil

09.55 - 10.00 Q&A

10.00 - 10.30 GUEST SPEAKER

Sharing the Well-Being, Being Well Cecilia Riviello, General Director, Natura

Cosmetics, Mexico

10.30 - 11.00 Networking break DIGITAL INNOVATION - PART I (FAST

TRACK)

11.00 - 11.10 Introduction by session chair Carolina Mejia Posada, INSPIRED Active

Knowledge, Colombia

11.10 - 11.25 When Tomorrow Becomes Today Daniel Cunill, Cint, Spain

11.25 - 11.40 Digital Boost in Latin America Alexandro Herrera, TNS, Mexico

11.40 - 11.55 Social Media Experiences Consumers or people? Andres Lopez, Firefly Millward Brown, Mexico

11.55 - 12.10 Q&A

12.10 - 13.30 Lunch

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Simultaneous translations from and into Spanish, Portuguese and English


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DIGITAL INNOVATION - PART II

13.30 - 13.35 Introduction by session chair Carolina Mejia Posada, INSPIRED Active

Knowledge, Colombia

13.35 - 13.55 Augmenting Brands with Real Time Data Marilena D’Amone, Reckitt Benckiser, Brazil Philip McNaughton, Face, USA

13.55 - 14.15 Multi-Language Multi-Continent B2B Community Panel

How B2B research can effectively span the world

Scott Miller, Vision Critical, Canada Eddie Accomando, Texas Instruments, USA

14.15 - 14.35 Should Latin America Fall in Love with Shopper Mobile Research?

Armando Mora, Ipsos, Mexico Fabio Martins, Ipsos, UK

14.35 - 14.50 Q&A


15.20 - 15.25 Introduction to the closing guest speaker Ignacio Galceran (Committee Chair)

CLOSING GUEST SPEAKER

15.25 - 15.55 Magical Mexico Gabriela Espinosa, Market Intelligence Director,

Consejo de Promoción Turística de México, Mexico

15.55 - 16.00 Q&A

16.00 - 16.10 PROGRAMME SUMMARY Ignacio Galceran (Committee Chair)

16.10 - 16.20 CLOSING Finn Raben, ESOMAR Director General

16.20 - 17.00 FAREWELL DRINKS

SPONSORS AND PARTNERS | 11

SPONSORS AND PARTNERS

ESOMAR Latin America Partner

Netquest is the leading online panel provider for the market research industry in Latin America, Spain and Portugal with more than 450,000 consumers willing to give their opinions in 21 countries.

We provide Fieldwork and Data Process services for all kinds of Market Research and Opinion studies, through Online Surveys. Surveys can be programmed using our own Software called “Survey Manager” developed solely by Netquest.

Our panels are recruited “by invitation only” to ensure representative sampling and reliable information; and are managed locally to give us a deeper understanding of the local markets. Netquest is headquartered in Barcelona with local offices in Madrid, Mexico City and São Paulo. We promote reliable data through satisfied respondents.

We would like to thank our sponsors and those who have provided their services, expertise and support to make this year’s Latin American conference a success.

NETQUESTLuis NoriegaBosque De Ciruelos 140Bosques De Las Lomas11700 MéxicoMexicoP: (+52) 55 5687 3198Email: [email protected] Website: www.netquest.com


Bronze sponsors

Our teams of market research professionals identify the best solution for your business issue and work with you to determine the most relevant fielding methodology, always keeping in mind your price thresholds, without compromising quality.

As part of Ipsos, we provide our clients with high quality international research. Our offices are spread across 66 countries and we have executed research in more than 100 countries over the past year. With our global footprint and experience, we manage your projects with a ‘local approach’ (globally and locally), anywhere in the world.

Are you research savvy and have the means to analyze data in-house without the need for specialist researchers to be involved? Do you need field and tab style research to help make sound business decisions? If so, Ipsos Observer is your perfect global fielding partner.

For further information, contact your local Ipsos office, details at: www.ipsos.com/observer

FIELD RESEARCH S.A DE C.V. – IPSOS MEXICOHans Bledl BernalIngenieros Militares 85Col Nueva ArgentinaDel. Miguel HidalgoCP 11230 Mexico D.F.MexicoP: + 5255 2122 3449 Email: [email protected]: www.ipsos.com/Observer


CONECTAi is bringing a new high quality online access panel to Latin America and the United States, providing excellence in data collection for all research purposes.

More than being a first class online panel, we seek to widen the scope of online research adding to our clients’ data collection menu innovative and interactive web 2.0 platforms to capture data, opinions and ideas from a targeted audience or the general public.

CONECTAi has offices in São Paulo and Miami.

Requests can be sent to: [email protected].

Cint empowers access to opinions by innovating the way market insight is gathered. Reach over 7 million people in 50 countries, all recruited through 500 different panel owners like publishers, local media outlets, market research agencies and non-profits. Cint’s exchange platform, OpinionHUB, the fully transparent insight marketplace, brings together questions and answers from all around the world.

Cint is headquartered in Stockholm, Sweden and has offices in major cities across Europe, North America and Asia-Pacific.

Connect today, visit www.cint.com.

CONECTAiLaure CastelnauAlameda Santos, 2101, 3 andar (parte) Cergueira Cesar 01419-100 - Sao Paulo - SPBrazilP: +551130699413Email: [email protected]

Cint Daniel Cunill, MD Cint Southern Europe and LATAMAvinguda Diagonal 458 4BSpainP: +34 931 816 900Email: [email protected]: www.cint.com


IBOPE AGB México es el grupo líder en métrica y generación de conocimiento sobre audiencias de medios de comunicación en México, con más de 20 años de experiencia y reconocido prestigio. Pertenece a la red IBOPE Internacional-AGB Nielsen Media Research presente en más de 40 países. Desde 1991 IBOPE ha realizado el servicio sistemático, continuo y automatizado de medición de ratings de televisión en México. Ofrece productos que incluyen de audiencias en las principales ciudades del país, no sólo de televisión abierta y pagada, sino también radio, medios exteriores e internet.

Livra Panels is the leading online panel provider in Latin America. We have been helping companies access high quality respondents in more than 22 countries since 2000. At Livra, we believe that having a deep understanding of Internet users is vital to accessing online respondents.

Over 1,000,000 people have given us permission to contact them to complete surveys in: Argentina, Colombia, El Salvador, Paraguay, Uruguay, Brazil, Costa Rica, Guatemala, Peru, Venezuela, Chile, Ecuador, México, Puerto Rico, and others.

IBOPE AGB MéxicoClaudia Martinez NavarreteBruno Traven 60 Col. General AnayaMéxico D.F.MéxicoP: +52 55 59999999 ext. 2520Email: [email protected]: www.ibopeagb.com.mx

Livra PanelsJoana Lacerda11 de Septiembre 2468Buenos Aires (C1428AQH)ArgentinaP: +54 11 4789-7800Email: [email protected]: www.livrapanels.com

Investigación Online en Latinoamérica


Magazin für Media-, Markt-und Werbeforschung

For more information, visit www.amai.org

For more information, visit www.dimmonline.com.ar

In co-operation with

Media Partners

For more information, visit www.research-results.com

For more information, visit www.planung-analyse.de

US Media Consulting es una empresa líder en la representación de medios y en la colocación de publicidad. Se especializa en ayudar a sus clientes llegar a los mercados de México, Brasil y Latinoamérica con campañas publicitarias estratégicas realizadas en internet, medios impresos, televisión, radio, cine y publicidad exterior. Basado en Miami, cuenta con oficinas satélite en México D.F., Argentina, Brasil, Colombia, Centroamérica y Venezuela. Entre las marcas que US Media Consulting representa exclusivamente están Wall Street Journal, Grupo Medios, Bloomberg, CNET, Gamespot y last.fm.

For more information, visit www.terra.com.mx/revistaneo


For more information, visit www.euromonitor.com

With award-winning online services, publishing and conference divisions, - The World Advertising Research Center is the leading supplier of information, knowledge, insight and data to the global marketing, advertising, media and research communities.

For more information, visit www.warc.com

Offcial knowledge partner

Events partners

Research World is the global magazine for marketing intelligence and decision making. It explores the expanding borders of research by highlighting the latest innovations and developments in tools, technology and business applications and stimulates challenging debate on the critical role of research. Research World is read in over 100 countries 6 times a year by almost 20,000 of the world’s leading marketing, advertising and market research professionals.

For more information, visit www.esomar.org/researchworld

RW Connect is the online platform of ESOMAR’s industry magazine Research World, and provides a platform for the industry to share knowledge and trends in market research while offering a podium for debate and discussion.

For more information, visit rwconnect.esomar.org

EXHIBITORS | 17

EXHIBITORSBorderless Access PanelsVrindavan Tech Village, Building 2AGround Floor, East TowerSarjapura Outer Ring RoadBangalore 560037IndiaP: +91 80 49313800Email: [email protected] www.borderlessaccess.com

Borderless Access is the Emerging Market online research specialist with over a decade long experience in building and maintaining panels across geographies and cultures. We have proprietary panels across 10 markets-Brazil, Russia, India, China, Mexico, South Africa, Argentina, Indonesia, Turkey & Taiwan. Our global footprint and partnership lets us reach over 100 million consumers across 65 countries.

Cint Daniel Cunill, MD Cint Southern Europe and LATAMAvinguda Diagonal 458 4BSpainP: +34 931 816 900Email: [email protected]: www.cint.com

Cint innovates the way market insight is gathered. Reach 7 million people in 50 countries, through a variety of 500 different panel owners. Cint’s transparent insight marketplace, OpinionHUB, brings together questions and answers from all around the world.

Connect today, www.cint.com.

ConfirmitWale Omiyale 24 Martin LaneLondon, EC4R 0DR UKP: +44 (0) 207 648 8560Email: [email protected]: www.confirmit.com

Confirmit is the leading SaaS vendor for Customer Feedback, Employee Feedback and Market Research applications. Confirmit targets Global 5000 companies and Market Research agencies worldwide with software products for feedback / data collection, panel management, data processing, analysis, and reporting.

FIELD RESEARCH S.A DE C.V. – IPSOS MEXICOHans Bledl BernalIngenieros Militares 85Col Nueva ArgentinaDel. Miguel HidalgoCP 11230 Mexico D.F.MexicoP: + 5255 2122 3449 Email: [email protected]: www.ipsos.com/Observer

Ipsos Observer, your perfect Global Fielding Partner

Ipsos Observer is the global practice within the Ipsos group specialized in Survey Management, Data Collection and Data Delivery for clients across all sectors who need field and tab style research to support their business.


IE School of Social & Behavioral SciencesMaria Fernanda LopezC/ Maria de Molina 13Madrid 28006SpainP: +34 91 568 96 00 Email: [email protected]: www.ie.edu/mrcb

IE School of Social & Behavioral Sciences and IE Business School in Madrid offer the Master in Market Research & Consumer Behavior, a pioneering 10-month program that prepares world-class professionals for creative and analytical careers in market research, consumer insight and related roles.

Inmega Investigacion de Mercados / Voxco Inc.Guillermo M. GallardoFresnillo 221MexicoP: +52 55 52644941Email: [email protected]: www.Inmega.com / www.Voxco.com

Acuity4 Social

Plataforma de última generación de monitoreo y análisis de medios de comunicación social. El crecimiento del sector de monitoreo de los medios sociales en Latinoamérica es una tendencia bien conocida, y Acuity4 Social representa la solucion de software de análisis y recopilación de datos.

Livra PanelsJoana Lacerda11 de Septiembre 2468Buenos Aires (C1428AQH)ArgentinaP: +54 11 4789-7800Email: [email protected]: www.livrapanels.com

Livra Panels is the leading online panel provider in Latin America. We have been helping companies access high quality respondents in more than 22 countries since 2000.

At Livra, we believe that having a deep understanding of Internet users is vital to accessing online respondents.

MORE Market & Opinion ResearchCarlos Quezada GuzmanNuevo Leon 54, Piso 2Col. CondesaMexico DFMexicoP: +52 55 - 91507705Email: [email protected]: www.more.com.mx

MORE is a full service market research agency headquartered in Mexico City with operations in all Latin-America: “we are a company with traditional ad-hoc methodologies and high-tech tools for analysis, designed to get the most of your information: online solutions, ad-hoc websites and eye tracker”.

MORE es una agencia con base en México DF y oficinas en Chile y Argentina, con certificación de calidad para estudios cualitativos, cuantitativos y mystery shopper:

EXHIBITORS

EXHIBITORS | 19

“contamos con metodologías ad-hoc y potentes herramientas para el análisis: soluciones online, sitios web a la medida y “eye tracker”.

NETQUESTLuis NoriegaBosque De Cirquelos 140Bosque De Las Lomas 11700 MéxicoMéxicoP: (+52) 55 5687 3198Email: [email protected] Website: www.netquest.com

Netquest is the leading online panel provider for the market research industry in Latin America, Spain and Portugal with more than 450,000 consumers willing to give their opinions in 21 countries.

We provide Fieldwork and Data Process services for all kinds of Market Research and Opinion studies, through Online Surveys. Surveys can be programmed using our own Software called “Survey Manager” developed solely by Netquest.

Our panels are recruited “by invitation only” to ensure representative sampling and reliable information; and are managed locally to give us a deeper understanding of the local markets.

Netquest is headquartered in Barcelona with local offices in Madrid, Mexico City and São Paulo. We promote reliable data through satisfied respondents.

Research Now Mike Duchock 5800 Tennyson Pkwy Suite 600Plano, TX, USA 75204USAP: +1 214 365 7588Email: [email protected]: www.researchnow.com

Research Now is a leading global online data collection company, recognized for delivering high-quality survey respondents, high response rates and industry-leading customer service. The company operates panels s in 38 countries and offers access to tens-of-millions of ready-to-survey respondents sourced from the web.

Survey Sampling InternationalMarcos A. RamirezCórdoba 42,Piso 9Col. Roma Norte / Del. CuauhtémocMéxico, D.F.MéxicoP: +52 55 2282 5200Email: [email protected]: www.sureveysampling.com

Bringing together Survey Sampling International and Opinionology, SSI is the premier global provider of world-leading sampling, data collection and data analytic solutions for survey research. SSI reaches respondents in 72 countries via internet, telephone, mobile/wireless and mixed access offerings.


TESI DialAppletJosep MúriaPasseig Germanies, 7946702 GandiaSpainP: +34 963604540Email: [email protected]: www.tesigandia.com

A necessary and sufficient set of software and services for the collection and processing MR data: CATI, CAWI and CAPI (wit the new Gandia Integra MobiNet) and the statistical processor Gandia BarbWin.

And all services for the best hardware and telephone equipment for CATI, provided by DialApplet.

EXHIBITORS

ABSTRACTS | 21

ABSTRACTSOPENING KEYNOTE SPEAKER

People Meter, People Matter

Alejandro Quintero, Vice president Corporate of Commercialization, Televisa Group, Mexico

This keynote presentation explores content creation as a powerful tool to enhance emotional engagement with TV audiences. Addressing the key role of media research within this process.

THE BIGGER PICTURE

New Faces, New Roles, New Ways, A New Latin AmericaThe complex environment of a changing population

Luis Woldenberg, NODO Investigación + Estrategia, Mexico

The impactful transformation and configuration of the various Latin American societies is tackled in this presentation, be it in their consumption, the possibilities for economic development, the employment challenges faced by the young, the changes in families, senior citizens, communication and entertainment habits, as well as expenses and resources. All of this is based on a research exercise that combines methodologies as diverse as “focus groups”, quantitative interviews and the analysis of cold facts and desk research, resulting in a new way of dealing with and researching society.

How to Continue Being a Culturally Relevant BrandCoca-Cola and its 125 reasons to believe

Omar Fuentes, The Coca-Cola Company, MexicoPablo Kennedy, The Coca-Cola Company Latin America, Argentina

The business challenge was clear ... to maintain and enhance Coca-Cola’s value as a cultural icon. The objective was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today. The final goal was to create a set of brand communication campaigns that speak to the people in a way that touches their hearts and transmits a positive message to the world. Understanding consumers as humans, with tensions and desires, was a big enabler in achieving this.


The Kids are Alright!Nickelodeon LATAM; Kids & Family GPS

Noel Gladstone, Nickelodeon/MTV Networks, USA

Family fusion, cohesion and roles have changed rapidly in recent times, unlike previous generations, decision making within families across a wide range of issues and brand purchase is almost entirely collaborative. The generation gap is closed and for marketers, understanding the new family dynamics when it comes to decision making is the key to unlocking family budgets. The study examines the role of kids in initiating the conversations with parents, before the shopping trips commence. Also, we uncover what parents think they know about what their kids are doing vs. what kids tell us they are doing, the gap between perception and reality in the family.

Preparing for the New EraHow to adapt and sell in Latin America in the 21st century

Dan Hill, Sensory Logic, USA

To adapt and thrive in an ever-evolving world, businesses in Latin America must be willing to look at alternative research methodologies to make sense of dynamic and complicated consumer segments. Of the new research techniques circulating and gaining traction, facial coding is the most battle-ready option available. By integrating facial coding into their current research arsenal, modern marketers across Latin America can access universal, spontaneous and abundant data that crosses race, class and gender divides, and provides an honest perspective into buying behaviour with a higher ROI.

CLIENT ROUND TABLE LUNCH

This client-only session provides an exclusive and informal format for discussion and debate of today’s most critical topics facing the client’s research agenda.

By invitation only

ABSTRACTS

ABSTRACTS | 23

BUSINESS BEYOND BORDERS

MasterCard - Master InsightsThe journey from questioning to listening in Latin America

Ricardo Alvarez, MasterCard Worldwide, USA

Consumer opinions are prolific, authentic and insightful when respondents are more “relaxed” in the internet versus when they are approached in person. Analysis on consumer-generated content in social media made a great contribution to nurturing the insights to support business decisions, however, social media analyses are not yet going to replace the richness gathered from traditional focus groups in which the interviewers listen, understand, perceive and feel the emotions of the individual that is in before the researcher.

Brazil Middle Class? Your Table is ReadyOpportunities and challenges facing the food service industry in Brazil

Gabriel Aleixo, BrainJuicer, BrazilRenata Ribeiro, Nestlé, Brazil

Brazil’s middle-class population has exploded in the last decade and today nearly half of Brazil’s population is classified as middle class. With wallets full, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic and MROC project BrainJuicer to better understand the Brazilian middle-class market. This project will provide better understanding of the needs of this emerging consumer market and the development of products tailored for their specific needs and expectations, which is crucial to take advantage of the opportunities in this rapidly changing market.


The Power of Pacha MamaMother Earth and the construction of successful brands

Julia Helena Carrillo, Cristina Paez, Consultor Apoyo, EcuadorMaría Augusta Iturralde, Komité, Ecuador

The results of this research project opens new possibilities of including new research approaches where one can find innovative material contributing to the successful construction of powerful local brands. Working in the examination of the historical and cultural environment of the area where the products are being made can significantly improve the construction of brands that are not only coherent and solid, but also have a real empathic impact with the target audience. The power of Pacha Mama (Mother Earth) was clearly expressed in the construction of this successful brand.

BUSINESS BUzz PANEL

An interactive panel exploring business trends and research in Latin America with the speakers of the Business Beyond Borders session.

BUSINESS BEYOND BORDERS - THE FUTURE CAPSULE

Purchase Prediction and Brand LoyaltyStudying hedonic forecasting and reward to establish approach behaviors

Alejandro Salgado, Maria Jose Calvo, Maria Fernanda Gomez, Carlos Velasco, Neurosketch, Colombia

Traditionally product assessment before and after its launch has relied primarily on verbalisations and surveys; these methods offer great insight regarding consumer’s opinion and cultural perception. Recent research in neuroscience contributes to this perspective, adding new tools to analyse how pleasure mechanisms predict and generate expectations. It also facilitates the understanding of how reward is involved in purchase behavior and brand loyalty. A novel methodology to evaluate product competitiveness even before its launch; implications for ROI, brand positioning and product development are discussed in this presentation.

ABSTRACTS

ABSTRACTS | 25

THE ECO-INNOVATION

Let the Brazilian Sun Shine InBuilding credibility for solar energy by developing research-based concepts and communication

Fabián Echegaray, Market Analysis, Brazil

Public understanding and acceptance are recognized as critical issues shaping the successful implementation of renewable energy technologies like solar photovoltaic energy (SPV). Yet, this faces multiple challenges from low awareness and misperceptions to the lack of communication and reference background providing effective clues to prospect users. This presentation discusses how market research helped clients developing the first SPV venture in Brazil by identifying the public’s myths and concerns, and testing reactions to their key communication tool: a solar eco-label.

Sustainable BrazilPerceptions and practices of the new Brazilian middle class on sustainability and conscious consumption

Mario Mattos, GfK CR, Brazil

This work goes back to political and economic factors that led to the emergence of a new middle class in Brazil, as well as the development of the Brazilian and global debate on sustainability and conscious consumption. It shows the effect of this new middle class consumption behavior related to indicators of Brazilian consumers’ conscious consumption and the challenges that this large and important segment brings on in terms of building a more sustainable economy and society.


GUEST SPEAKER

Sharing the Well-Being, Being Well

Cecilia Riviello, General Director, Natura Cosmetics, Mexico

How does Natura, the leading Brazilian direct sales cosmetic company, commercialise products and services that promote “well-being, being well”, and simultaneously incorporate innovation and sustainability to its entire product line, business models and processes? Today, Natura is the role model of economic viability, social responsibility and environmental consciousness.

DIGITAL INNOVATION - PART I (FAST TRACK)

When Tomorrow Becomes Today

Daniel Cunill, Cint, Spain

This presentation opens the Digital-Innovation discussion, providing an overview of how new technologies, telecommunications and the internet are key to understanding the new research of this decade. Research today is reviewed, with its deficiencies, and how other fields of expertise have influenced Market Research to develop new methodologies. Some will be widely known, such as Online Research, while others have been barely heard of, such as Routing, River Sampling or DIY research. The presentation highlights the great possibilities offered by the symbiosis of Market Research and new technologies.

Digital Boost in Latin America

Alexandro Herrera, TNS, Mexico

Latin America will be boasting of the greatest Internet growth in the coming years. However, it is the unique character of the online world which makes the internet a natural and attractive medium for marketers to connect with consumers. To understand not only the behavior but also the needs and attitudes of Latin-American digital consumers is key to planning a digital strategy in the region.

ABSTRACTS

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Social Media ExperiencesConsumers or people?

Andrés Lopez, Luis Miguel Quijada, Firefly Millward Brown, Mexico

Social networks are more than a trendy feature or a passing phenomenon but may well change human experience in all respects. How social networks are changing the relationship between brands and consumers, and how prepared brands are to face the forthcoming challenge is addressed in this presentation. Consumers now experience a level of power that goes far beyond that experienced in the past. Social networks highlight that consumers own brands. Brand’s behavior in social media is reviewed with experience-based empirical research for new media focused social networks.

DIGITAL INNOVATION - PART II

Augmenting Brands with Real Time Data

Marilena D’Amone, Reckitt Benckiser, BrazilPhilip McNaughton, Face, USA

A mix of digital and more traditional F2F approaches in an engaging and dynamic format are reviewed in this presentation, highlighting why and how the use of social, on-line and mobile research techniques are extremely useful in terms of understanding the true behaviours, needs and attitudes of Brazilian consumers. From an innovation point of view the presenters will share learning in terms of how the application of co-creation in Brazil should differ from other markets.


Multi-Language Multi-Continent B2B Community PanelHow B2B research can effectively span the world

Scott Miller, Vision Critical, CanadaEddie Accomando, Texas Instruments, USA

How B2B panels can successfully thrive in the international sphere of online research is explored in this presentation. Learn from Texas Instruments about leveraging the power of a community panel to maximise research among a relatively small target market. Case studies demonstrate the pros and cons of a B2B community panel as well as the considerations for doing research in multiple continents. Learnings about conducting community panels within South America will be the focus taking language, culture and technological aspects into account when designing and managing a community panel.

Should Latin America Fall in Love with Shopper Mobile Research?

Armando Mora, Ipsos, MexicoFabio Martins, Ipsos, UK

The idea of the “Digital Era” is dead. People are not becoming more connected – they were simply never disconnected. Mobile usage is at unprecedented levels in countries around the world, with mobile usage in some emerging markets surpassing usage in developed markets. Mobile technology has the potential to change the face of research – yet we must understand its possibilities and limitations. Explore the potential for mobile research in Latin America, learn how mobile can be leveraged most effectively, and become inspired on how it can stretch the boundaries of research as we know it.

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CLOSING GUEST SPEAKER

Magical Mexico

Gabriela Espinosa, Market Intelligence Director, Consejo de Promoción Turística de México, Mexico

This presentation explores the challenges that CPTM faces towards advertising media measurement. The resetting research methodology process and concrete results are part of this fascinating journey ending with conclusive recommendations.

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Community Panelsvisioncritical.com/latam2012

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ESOMAR reserves the right to alter, or cancel, without prior notice, any of the arrangements relating directly or indirectly to the event for any circumstances beyond ESOMAR’s reasonable control.

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Participants, exhibitors and accompanying persons are advised to arrange adequate travel and heath insurance. Do not leave any personal belongings such as bags, mobile phones, or laptops unattended in public spaces.

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Connect anywhere, anytime with the multi-language

capabilities of Vision Critical


Conéctate en cualquier lugar y momento usando varios idiomas con Vision Critical


ESOMAR is the essential organisation for encouraging, advancing and elevating market research worldwide.

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LATIN AMERICA 2012 - ESOMAR · PDF fileFUTURE CAPSULE 16.00 ... 13.35 - 13.55 Augmenting...

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Transcript of LATIN AMERICA 2012 - ESOMAR · PDF fileFUTURE CAPSULE 16.00 ... 13.35 - 13.55 Augmenting...