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
Kyle Hope, 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
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