ESOMAR BEST OF ARGENTINA 2012 BUENOS AIRES /18 JULY ESOMAR + SAIMO

PROGRAMME – 17.00-22.00 17.00 – 17.30 Registration 17.30 – 17.40

OPENING Susana Marquis, ESOMAR Representative in Argentina

17.40 – 18.40 SAIMO SESSION History, Trends and Concerns in Market and Opinion Research Presented by: Carmen Zayuelas, Ruth Andrada, Ruben Zambelli, Jorge Lipetz, Juan Carlos Tejada

18.40 – 19.00 Mini Break

19.00 – 20.30 ESOMAR BEST OF: DIGITAL AND CULTURAL DIMENSIONS

INTRODUCTION Susana Marquis, ESOMAR Representative in Argentina

Digital Boost in Latin America Alexandro Herrera, TNS, Mexico Presented by: Antonio Gomez and Mercedes Ruiz Barrio, TNS Latin America .

Should Latin America Fall in Love with Shopper Mobile Research? Armando Mora, Ipsos, Mexico Fabio Martins, Ipsos, UK Presented by: Camila Fisher and Daniel Finder, Ipsos Argentina

Q&A

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 Presented by: Julia Helena Carillo, Consultor Apoyo, Ecuador

Q&A

PROGRAMME – 17.00-22.00 CLOSING

Susana Marquis, ESOMAR Representative in Argentina

20.30 – 22.00 Networking drinks

SPEAKER PROFILES Mercedes Ruiz Barrio Mercedes is Commercial Director for TNS in Latin America, she is focused on providing support to regional clients, strengthen the relations with global HQ and training local and global teams. She has 20 years of experience in developing the region, a decade ago she created and lead the first hubs of multi-country studies for TNS. Mercedes manage multidisciplinary tasks of strategic consultancy, on the last three years she obtained the Client Service Global Award for her outstanding performance with big accounts across the region. Julia Helena Carrillo I am a Psychologist who loves numbers. That is why I have worked both in quantitative and qualitative research projects over the past twenty five years. As the Technical Manager of my own company I have been the head in various types of research projects, from large market audits to ethnographic studies. My company, Consultor Apoyo Inteligencia de Mercados, is a research firm which has successfully allowed me to work in the market research field for the past twenty five years. I have worked as leading research director for the most prestigious organizations in Ecuador. Antonio J. Gomez

Antonio J. Gomez is Director of TNS business units for Latin America and MD of TNS Argentina, focusing on developing better collaboration between units of TNS in the region and TNS operation in Spain. Antonio has over 20 years experience in the research industry, both in Spain and Latin America, particularly Argentina. He has worked in Synapse, Ipsos, Inner and Synovate, a company in which he had various management positions, including Director of Synovate Argentina, Chief

Operating Officer and Director of Iberia Business Unit of Barcelona. Antonio is a graduate in psychology from the University of Barcelona and has a Master in Marketing Management from EAE Business School.

Camila Fischer

Camila Fischer leads the Marketing Business Unit at Ipsos Argentina and has over 16 years experience in the Market Research industry. She first joined Ipsos in 2007 as Account Director in the Marketing Business Unit. Prior to joining Ipsos, Camila worked at Navarro Research for 9 years, where she took on a number of different roles. Camila holds a degree in Sociology from the Universidad de Buenos Aires.  

Cristina Paez

Cristina Paez is Regional Manager at Consultor Apoyo. Cristina has devoted her career to make global companies in the Latin American regions understand the reasons behind consumers’ feelings, thinking and acting. She applies her knowledge and drive for change to innovative projects that will provide benefit on a larger level and to the population as a whole. She is an active member of the market research community in Ecuador and around the globe and was a finalist in the first ESOMAR Young Researcher of the Year Award competition

 

Daniel Finder

Daniel Finder is Country Manager for Ipsos Argentina. Prior to joining Ipsos, he was Managing Director at Synovate Argentina, which he joined in 2007 in a New Business Development role. Daniel began his Market Research career 15 years ago at Procter & Gamble, where he spent 9 years working for a number of different FMCG categories in Western Europe and Latin America. Daniel holds a degree in Political Science and Economics from The Johns Hopkins University and a Masters in Development Economics from The London School of Economics.

 

SPEAKER ABSTRACTS Digital Boost in Latin America Alexandro Herrera, TNS, Mexico

Presented by Antonio Gomez, TNS Argentina

It’s estimated that Latin America will be one of the regions boasting the greatest internet growth in the coming years. However it is not just the size of the digital population in the region which makes marketers sit up and take notice; it is the unique character of the online world here which makes it a natural and attractive medium for marketers to connect with consumers. According to Digital Life, a ground-breaking research study conducted by TNS in 60 countries, 34% of Latin-Americans stated that they can better express their feelings in the online environment. To understand not only the behaviour but also the needs and attitudes of Latin-American digital consumers is paramount to planning a digital strategy that addresses this market.

Should Latin America Fall in Love with Shopper Mobile Research? Armando Mora, Ipsos, Mexico Fabio Martins, Ipsos, UK Presented by Camila Fisher and Daniel Finder, Ipsos Argentina The idea of the “Digital Era” is dead. Currently people are not becoming more connected – they are 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 as we know it – yet we must understand its possibilities and limitations before leaping forward. Explore with us 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. 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 Presentyed by: Julia Helena Carillo, Consultor Apoyo, Ecuador The results of this research project opens up new possibilities of including new research approaches where one can find innovative material that can contribute 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 and its roots. You can give the brand a clear relevant identity, full of deep personal values and elements that make future consumers proud. The power of PACHA MAMA (mother earth) was clearly expressed in the construction of this successful brand.