LATIN AMERICA 2014 - ESOMAR · Cristina Garces, Laboratorios La Sante, Colombia 15.25 - 15.40 LEADING ThE WAY A discussion space with the speakers of this session ... 14 | LATIN AMERICA

* ESOMAR Corporate and Individual members’ names in blue

LATINAMERICA2014Buenos Aires / 2 - 4 April

Accelerating Growth

Programme

2 | LATIN AMERICA 2014


LATIN AMERICA2014How can market research continue to contribute to the region’s accelerated growth? And what is the role of the researcher in this newly defined business landscape?

Join us in Buenos Aires to discover the latest developments and innovative approaches in market research for the region. Learn from past failures and successes and explore how Latin America’s creativity and innovation can boost your business!

PROGRAMME COMMITTEE

Guillermo Oliveto* (Committee Chair)President, W, Argentina

Luiz Sá Lucas*Technical Director, Ibope Inteligência, Brazil

Suzana Pamplona Miranda* Market Research Director, Johnson & Johnson Consumer, Brazil

Luis Noriega* Managing Director - LATAM Norte, Netquest, Mexico

Pablo Kennedy*Global and LATAM Knowledge & Insights Director, The Coca-Cola Company Latin America*, Argentina

VENUE

InterContinental Buenos Aires809 Moreno StBuenos Aires C1091AAQArgentina P: +54 11 4340 7100

Join the ESOMAR Group on LinkedIn

Find ESOMAR on Facebook

Follow ESOMAR on Twitter #esoLATAM

PROGRAMME | 3


PROGRAMMEWednesday 2 April 16.00 - 19.00 CONFERENCE REGISTRATION

For Argentinian based companies on-site cash payments will be accepted.

Thursday 3 April 09.00 - 09.10 OPENING Dan Foreman*, ESOMAR President

09.10 - 09.20 WELCOME Susana Marquis*, ESOMAR Representative for

Argentina Santiago Kahane*, CEIM President, Argentina Juan Carlos Tejada, SAIMO President, Argentina

09.20 - 09.30 Introduction to programme Guillermo Oliveto*, Programme Committee Chair

FIRESTARTER

09.30 - 09.50 Latin America Inside Out Past, present and future! Constanza Cilley, VOICES!, Argentina Marita Carballo, VOICES!, Argentina

BRANDING CAPSULE

09.50 - 10.05 The Top 50 Most Valuable Latin American Brands

How can we optimize our financial value from our bond with the consumers?

Martin Schijvarg, Millward Brown, Argentina

10.05 - 10.20 Q&A

10.20 - 10.50 Networking break

LATIN AMERICA, LATIN WORLD!

10.50 - 11.00 Introduction by session chair Luiz Sá Lucas*, Ibope Inteligência, Brazil

ESP

ESP

Simultaneous translations from and into Spanish and English will be provided.



PROGRAMME11.00 - 11.20 Kids of Today and Tomorrow A global and regional close-up on the youngest

millennials Carlos Garcia*, Viacom International Media

Networks, USA Jo McIlvenna, Jo McIlvenna, UK Noel Gladstone, Viacom International Media

Networks, USA

11.20 - 11.40 World Cup: Is it a Good Idea? Exploring the degree of Brazilians’ optimism Cristiane Coradi, MC15, Brazil Nelsom Marangoni*, MC15, Brazil

11.40 - 12.00 Beyond Brand Tracking Coca-Cola and the 2014 World Cup Flavio Marcondes, The Coca-Cola Company*, Brazil Gabriel Aleixo*, BrainJuicer*, Brazil

12.00 - 12.20 LATIN BRAND MIx An interactive debate with the speakers of this

session

12.20 - 12.25 SPONSOR FAST TRACK 12.25 - 12.40 Storytelling lunch briefing Patricio Pagani*, Infotools, New Zealand

12.40 - 14.00 Storytelling lunch

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 clients research agendas.

BUSINESS FIRST: COMPETITIVE LEADERShIP

14.00 - 14.10 Introduction by session chair Suzana Pamplona Miranda*, Johnson & Johnson

Consumer, Brazil

ENG

PROGRAMME | 5


MARKET ANALYSIS CAPSULE

14.10 - 14.25 From BoP to Emerging Middle Classes in Latin America

Scott Rencher, Euromonitor International, Chile

14.25 - 14.45 Leadership Imperative Regional positioning strategy of Zurich Life

LatAm Fernando Moiguer*, Compañía de Negocios

Moiguer, Argentina José Maria Orlando, Zurich Life LatAm, Argentina

14.45 - 15.05 The Most Effective Promotion A comparative study across Latin American

markets Juan Tello*, SKIM*, Costa Rica Manuel Zamora, Mondelez , Brazil

15.05 - 15.25 From Colombia to the World Carolina Mejia*, Inspired Active Knowledge,

Colombia Cristina Garces, Laboratorios La Sante, Colombia

15.25 - 15.40 LEADING ThE WAY A discussion space with the speakers of this session


16.10 - 16.15 Introduction to guest speaker

16.15 - 16.40 GUEST SPEAKER

From marketing to culturing Marketing transformation and the evolution of

the market researcher Esteban Socorro, VP Strategic Planning & Insights

Latin America, The Coca-Cola Company*, USA

16.40 - 16.45 Q&A

ENG

ESP

ESP

ESP

ESP



PROGRAMME16.45 - 17.30 PANEL DISCUSSION ThE RESEARCh TRIADE - ROUND TABLE Global, regional and local perspectives An interactive debate exploring how global

industry bodies, regional alliances and local-country associations foster market and public opinion research in Latin America.

Moderated by: Guillermo Oliveto*, W, Argentina

Participants: Alejandro Garnica*, ARIA Alliance, Mexico Finn Raben*, ESOMAR, Netherlands Juan Carlos Tejada, SAIMO, Argentina Maria Braun*, WAPOR Latin America, Argentina Santiago Kahane*, CEIM, Argentina

NETWORKING DINNER Sponsored by Netquest, ESOMAR Latin

America partner 2014

Venue details will be provided onsite

ENGESP

PROGRAMME | 7


ENG

ESP

ESP

ESP

ESP

ESP

Friday 4 April LATINNOVATION: ThE DIGITAL ECOSYSTEM

09.00 - 09.10 Introduction by session chair Luis Noriega*, Netquest, Mexico

09.10 - 09.30 From Orkut to Instagram The evolution of social media usage by LATAM

consumers in the last 3 years Iván Casas, eCMetrics, USA

09.30 - 09.50 The New Multi-Screen World Understanding cross platform consumer behaviour Daniel Finder, Ipsos, Argentina Gonzalo Barbieri*, Google, Argentina

09.50 - 10.10 Watch, Play, Live The life of a sport fan in Latin America Cynthia Rivera, ESPN, USA Karina Besprosvan*, Omnicom Media Group, Chile

10.10 - 10.25 Q&A

10.25 - 10.30 ESOMAR FOUNDATION Gunilla Broadbent*, President, ESOMAR

Foundation


LATINNOVATION: ThE SESSION CONTINUES

11.00 - 11.10 Introduction by session chair Pablo Kennedy*, The Coca-Cola Company Latin

America*, Argentina

11.10 - 11.30 New Generation Brands How to use consumer voices to position our brands Federico Barallobre, PepsiCo, Argentina María Luz Moreno, PepsiCo, Argentina Natalia Gitelman, DatosClaros, Argentina

11.30 - 11.50 Twitter: The Motivation to Follow a Brand Andrea Durán, OMD, Colombia María Angélica Aya Zárate, OMD, Colombia



PROGRAMMEENG

ENG

ENG

ESP

ESP

ESP

ONLINE RESEARCh CAPSULE

11.50 - 12.05 Should I Cookie or Should I Clickstream? How Movistar Chile chose between two

different passive data techniques Carola Alvarez, Telefonica (Movistar), Chile Cristobal Baeza, Telefonica (Movistar), Chile Germán Loewe Durall*, Netquest, Spain Piet Hein van Dam*, Wakoopa, Netherlands

12.05 - 12.20 Q&A

12.20 - 12.30 Be Relevant, Be Distinguished, Be Rewarded Dan Foreman*, ESOMAR President

12.30 - 13.50 Storytelling lunch (Part II)

13.50 - 14.00 Storytelling lunch - the results Patricio Pagani*, Infotools, New Zealand

LATINNOVATION: ThE MOBILE ECOSYSTEM

14.00 - 14.10 Introduction by session chair Pablo Kennedy*, The Coca-Cola Company Latin

America*, Argentina

14.10 - 14.30 Live Semiotics Accessing the worlds of cultural influencers Gemma Jones, Space Doctors, UK

14.30 - 14.50 heineken Goes Mobile in Emerging Markets Miguel Ramos, Confirmit*, UK

14.50 - 15.00 Q&A

CREATIVITY CIRCUIT

15.00 - 15.05 Introduction by session chair Guillermo Oliveto*, W, Argentina

15.05 - 15.30 Research Incorporated Enhancing market research usability through

strategic creativity Carola Verschoor, groh!, Netherlands Kees Elands, TrendsActive, Netherlands


PROGRAMME | 9


16.00 - 16.30 CLOSING KEYNOTE SPEAKER Creative Planet Orlando Hooper-Greenhill, Director of Global

Planning, JWT, UK

16.30 - 17.10 CREATIVITY CIRCUIT - ThE GRAND DEBATE

A high profile panel exploring Latin America as one of the most creative regions in the world: from Hollywood to Cannes, from Rio to Tokyo, from Berlin to Buenos Aires!

Invited personalities from the creativity circuit will debate on how creativity could impact research and whether creativity can revamp traditional research techniques.

Moderated by: Guillermo Oliveto*, W, Argentina

Participants: Carlos Pérez, President, BBDO, Argentina Maxi Anselmo, President & Founder, Santo,

Argentina Orlando Hooper-Greenhill, Director of Global

Planning, JWT, UK

17.10 - 17.20 PROGRAMME SUMMARY Guillermo Oliveto*, Programme Committee Chair

17.20 - 17.30 CLOSING Dan Foreman*, ESOMAR President

17.30 - 18.00 FAREWELL DRINKS

ENG

ENGESP



LOGIN TO ThE FREE WIFI NETWORK AND DOWNLOAD ThE APP FROM YOUR APP STORE.IF YOU ALREADY hAVE ThE APP, JUST SELECT “REFRESh” TO UPLOAD ThE NEW VERSION.

WIThIN ThE APP, JUST CLICK ON ThE SURVEY BUTTON AND GET READY TO RATE. IT’S ThAT EASY!

ALTERNATIVELY, YOU CAN VOTE VIA WEB BROWSER AT WWW.RATING.ESOMAR.ORG

RATE THE SPEAKERS vIA THE ESOMARLIvE APP. IT’S REALLy SIMPLE!

NOTES | 11


São Paulo | México DF | Santiago de Chile | Bogotá | Barcelona | Madrid | Nueva York

W W W . N E T Q U E S T . C O M

ESPAÑA & PORTUGALEN AMÉRICA LATINA,DE PANEL ONLINESU PROVEEDOR AVANZADO

ESOMARLATIN AMERICAPARTNER 2014

NETQUEST NETWORKING DINNERLATIN AMERICA CONGRESS 2014

3ABRIL19H00

SALÓNPUERTO MADERO

Transporte gratuito del hotel al evento (ida a partir de las 19.00h y vuelta desde las 23.00h)

PANEL

ISO 26362

CERTIFICADO



ESOMAR Latin America Partner 2014

Netquest is the leading online panel provider for the market research industry in Latin America, Spain and Portugal with more than 400,000 consumers willing to give their opinions in 21 countries. Netquest panelists are recruited “by invitation only” in order to ensure representative sampling and reliable information and are managed locally to give us a deeper understanding of local markets and researchers. The company provides Fieldwork and Data Process services for all kinds of market research and opinion studies and is headquartered in Barcelona with local offices in Madrid, Mexico City, São Paulo, Santiago de Chile, Bogotá and New york.

For more information, visit www.netquest.com/en/

SPONSORS AND PARTNERS

NetquestEnric CidAndrés Bello 1245 of. 5067500560 ProvidenciaSantiago de ChileChilePhone: (+56)(2) 2348 6372Email: [email protected]: www.netquest.com

SPONSORS AND PARTNERS | 13


Bronze Sponsors

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

eCGlobal Solutions is a marketing technology solutions provider that facilitates the gathering and understanding of consumer insights by combining state-of-the-art technologies with continuous dialogues and collaboration between brands and consumers. Our solutions include the development of online communities, social and mobile apps that enable brands to ask, observe, co-create and interact with consumers in real-time, anytime, anywhere. With offices in the USA, Brazil and Mexico, we have become a leading innovative provider of solutions for brands wanting to understand, collaborate and get inspired by consumers.

For more information, visit www.ecglobalsolutions.com

eCGlobalAdriana Rocha*1680, Michigan Ave – Suite 700Miami BeachFL. 33139USAPhone: +1 786 269 0377Email: [email protected]: www.ecglobalsolutions.com



Bronze Sponsors

Fine Research Latin America is a regional field specialist, with own offices in Brazil, Mexico, Argentina and Colombia, focused on servicing international market research agencies.

It is specialized in providing premium professional qualitative and quantitative fieldwork services in the region for consumer, b2b and healthcare projects.

Fine Research has pioneered in 2008 the creation of the first regional Physician Panel in Latin America, currently the largest community of its kind with local support and active panel development offices throughout the region.

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

SPONSORS AND PARTNERS

fineresearch*Diego Casaravilla*Olazabal 1334Buenos AiresArgentinaPhone: +54 11 4896 4180Email: [email protected] Website: www.fine-research.com



Founded in 2001, Offerwise is a full-service research and sampling firm specializing in LatAm countries and the U.S. Hispanic market. Our research panels recruit more than 7,500 panelists per day – making us the fastest growing panel in Latin America– and provide our clients access to one of the largest and most representative samples in the industry, with presence in more than 20 Latin American countries. Our proprietary in-house recruitment method ensures the quality our clients demand.

For more information, visit www.offerwise.com

offerwiseNatalia KostoffLas Heras 1450, Vicente López (1638)Buenos AiresArgentinaPhone: +54 911 2267 7577Email: [email protected] Website: www.offerwise.com

SSI is the premier global provider of sampling, data collection and data analytic solutions for survey research, reaching respondents in 86 countries via Internet, telephone, mobile/wireless and mixed-access offerings. SSI staff operates from 25 offices in 18 countries, offering sample across every mode, online and CATI data collection, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI’s 3,300 employees serve more than 3,000 clients worldwide. For additional information, please visit www.surveysampling.com.

For more information, visit www.surveysampling.com

SSISarina Saru6 Research Drive, SheltonCT 06484USAEmail: [email protected]: www.surveysampling.com

Future Talent Sponsor

®®

Science. People. Innovention



In Cooperation with

Official Latin America Media Partner

For more information, visit www.ceim-argentina.org.ar

For more information, visit www.saimo.org.ar

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

PARTNERS



Media Partners

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

For more information, visit www.euromonitor.com

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

For more information, visit www.quirks.com

Global Media Partners

For more information, visit www.insightsmagazine.com.ec



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

For more information, visit rwconnect.esomar.org

For more information, visit www.ihg.com/intercontinental/hotels/gb/en/buenos-aires/bueha/hoteldetail

Event Partner

Official Knowledge Partner

With award-winning online services, publishing and conference divisions, - Warc 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

PARTNERS

CHAPTER TITLE | 19


GOES GREEN

Dear Delegate!

ESOMAR is going green and we are excited to update you on some of our current initiatives! For the LATAM Conference 2014 we have:

Created a digital list of participants to avoid unnecessary use of paper.* We encourage you to only print if needed.

Switched to environmentally-friendly printing for our programme and other printed materials.

Made all presentation abstracts accessible online via our website and our ESOMARLIvE event app.

Selected a venue which is part of the GREEN engage development programme committed to responsible and sustainable business.

Join us in helping to make the world greener! The ESOMAR Team.

* Included within your final delegate letter, received few days prior to the even. If you have inquiries please do not hesitate to visit our registration desk where the ESOMAR staff will be happy to help you. Enjoy the experience!



EXHIBITORSAnalytics Quotient InsightsMoises Cohen 3355 Lenox Road NE Suite 750, Atlanta, GeorgiaUSAP: + 1 603 479 4246Email: [email protected]: www.aqinsights.com

AQ Insights, a marketing analytics company, unravels stories behind data to solve business problems. We extract insights from data to tell stories using marketing consulting frameworks and statistics. We also build innovative visualization tools to enable business tracking and analytics.

Borderless AccessJason Tiffer 11820 Northup Way, #E200, BellevueWashington 98005United StatesP: +1 818 358 4633Email: [email protected] Website: www.borderlessaccess.com

With 1.4 million proprietary panelists in 13 countries and over 600,000 interviews annually - Borderless Access specializes in providing online panel services in emerging markets. It also provides specialist panels and custom panel build services in both B2B and various consumer niche segments. Its global alliances and partner network covers tens of millions of respondents across 65 countries.

ConfirmitJoAn Santiago110 Southwark Street London, SE1 0SUUnited KingdomP: +44 20 3053 93333Email: [email protected]: www.confirmit.com

We understand that MR companies are under constant pressure to deliver results in the most cost-effective way. Our platform spans the entire survey project lifecycle so we can drive efficiencies, cost-savings, & quality throughout the course of your programmes. visit our booth for more information.

eCGlobal SolutionsAdriana Rocha* 1680, Michigan Ave – Suite 700Miami Beach, FL. 33139USAP: +1 786 269 0377Email: [email protected]: www.ecglobalsolutions.com

eCGlobal Solutions is a marketing technology solutions provider that facilitates the gathering and understanding of consumer insights by combining state-of-the-art technologies with continuous dialogues and collaboration between brands and consumers. Our solutions include the development of online communities, social and mobile apps that enable brands to ask, observe, co-create and interact with consumers in real-time, anytime, anywhere.

EXHIBITORS | 21


With offices in the USA, Brazil and Mexico, we have become a leading innovative provider of solutions for brands wanting to understand, collaborate and get inspired by consumers.

fineresearch*Diego Casaravilla*Olazabal 1334Buenos AiresArgentinaP: +54 11 4896 4180Email: [email protected] Website: www.fine-research.com

Fine Research Latin America is a regional field specialist, with own offices in Brazil, Mexico, Argentina and Colombia, focused on servicing international market research agencies.

It is specialized in providing premium professional qualitative and quantitative fieldwork services in the region for consumer, b2b and healthcare projects.

Fine Research has pioneered in 2008 the creation of the first regional Physician Panel in Latin America, currently the largest community of its kind with local support and active panel development offices throughout the region.

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

GMI (Global Market Insite)Efrain Ribeiro*3 Mountainview Ln.Warren NJ 07059USAP: +1 (908) 605 4500 Email: [email protected]: www.gmi-mr.com

GMI empowers insights around the world and adds value at every stage of the research process. With millions of deeply profiled double opt-in panelists across 40 proprietary panels, real-time respondent sourcing and advanced sample balancing capabilities, GMI offers a wide range of respondent access in a single, trusted partner.

For more information visit www.gmi-mr.com.

InfotoolsFabian PerezMonteagudo 460, Dto 10Ciudad de Buenos AiresArgentinaP: +54 11 5032 3098Email: [email protected]: www.infotools.com

It’s not easy for clients to interact with research data. Infotools helps them ‘pre-bake’ their cake. We take the source studies (raw data) from field agencies, we model it and create databases and interactive dashboards so their teams can better digest the research and generate new knowledge.



EXHIBITORSNetquestEnric CidAndrés Bello 1245 of. 5067500560 ProvidenciaSantiago de ChileChileP: (+56)(2) 2348 6372Email: [email protected]: www.netquest.com

Netquest is the leading online panel provider for the market research industry in Latin America, Spain and Portugal with more than 400,000 consumers willing to give their opinions in 21 countries. Netquest panelists are recruited “by invitation only” in order to ensure representative sampling and reliable information and are managed locally to give us a deeper understanding of local markets and researchers. The company provides Fieldwork and Data Process services for all kinds of market research and opinion studies and is headquartered in Barcelona with local offices in Madrid, Mexico City, São Paulo, Santiago de Chile, Bogotá and New york.

For more information, visit www.netquest.com/en/

offerwiseNatalia KostoffLas Heras 1450, Vicente López (1638)Buenos AiresArgentinaP: +54 911 2267 7577Email: [email protected] Website: www.offerwise.com

Founded in 2001, Offerwise is a full-service research and sampling firm specializing in LatAm countries and the U.S. Hispanic market. Our research panels recruit more than 7,500 panelists per day – making us the fastest growing panel in Latin America– and provide our clients access to one of the largest and most representative samples in the industry, with presence in more than 20 Latin American countries. Our proprietary in-house recruitment method ensures the quality our clients demand.

For more information, visit www.offerwise.com

EXHIBITORS | 23


Sample AnswersMark DentCra. 52c # 94 – 17 RiomarApto. 705BarranquillaColombiaP: +57 5304 4920Email: [email protected]: www.sampleanswers.com

Sample Answers are a world-wide sampling agency supplying B2B and B2C telephone samples to MR companies for over 20 years. We also offer online completes and panel building services together with database building and cleaning services. We recently expanded to the Americas opening offices in Colombia and the USA.

SKIM*Juan A. Tello*Avenida Escazu, Edif AE202 Local 202Escazu, San JoseCosta RicaP: +506 40527272Email: [email protected] Website: www.skimgroup.com

Combining market-specific expertise and knowledge of advanced methodologies, SKIM has been a valued partner for multinationals for 35 years. From offices in Europe, the US and LATAM, we guide our clients around the world with their pricing, communication and new product development decisions.

SSISarina Saru6 Research Drive, SheltonCT 06484USAEmail: [email protected]: www.surveysampling.com

SSI is the premier global provider of sampling, data collection and data analytic solutions for survey research, reaching respondents in 86 countries via Internet, telephone, mobile/wireless and mixed-access offerings. SSI staff operates from 25 offices in 18 countries, offering sample across every mode, online and CATI data collection, questionnaire design consultation, programming and hosting, online custom reporting and data processing. SSI’s 3,300 employees serve more than 3,000 clients worldwide.

For additional information, please visit www.surveysampling.com.



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IN RW CONNECT THIS MONTH

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CHAPTER TITLE | 25


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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.

ESOMAR will not accept liability for any losses and/or damages participants may suffer on account of an alteration or cancellation.

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.

ESOMAR cannot be held responsible for anything left in function rooms and public areas. Taking pictures in any of the sessions or recording the sessions on any device (audio or visual) is not permitted without prior approval from ESOMAR and is considered an infringement of ESOMAR’s copyright.



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

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Documents

LATIN AMERICA 2014 - ESOMAR · Cristina Garces, Laboratorios La Sante, Colombia 15.25 - 15.40 LEADING ThE WAY A discussion space with the speakers of this session ... 14 | LATIN AMERICA