There's no excuse for not having a marketing strategy, but you need data and insights.
- Date: Sept. 17, 2026 Time: 8:30 a.m. Location: Business School - 919 Luis de la Torre
Montevideo will be the 8th stop on ESOMAR's LATAM Impulso Tour, offering a new opportunity to connect with research professionals, discover trends, exchange ideas, and drive the future of the industry in Latin America.
The conference will address the main trends and challenges in market research, ranging from the growing role of synthetic data and changes in consumer behavior to socioeconomic segmentation and brand analysis. It will also delve into the importance of ethics for responsible research.
AGENDA:
• 8:30 | Welcome breakfast and registration
• 9:00 a.m. | Opening remarks by Mariella de Aurrecoechea, dean of ORT’s School of Business and Social Sciences, and Mariana Pomiés, president of CEISMU
• 9:20 | “Market Research in the Age of AI” — Rafael Céspedes, CEO of Provokative Chile, at PROVOKERS LATAM
• 9:50 | "The Decline of Human Relationships?" — Constanza Cilley, co-founder and CEO of Voices! Research and Consultancy
• 10:20 | Coffee break
• 10:40 | "Photos That Change the Script" — Alain Mizrahi, CEO of Grupo Radar
• 11:10 a.m. | Panel: “Research as the Foundation for Marketing Decisions” — Teresa Cometto, former country manager for Unilever Uruguay; Sofía Brunstein, marketing manager at Shopping de Las Piedras; and Macarena Balparda, marketing manager at Light It. Moderator: Héctor Bajac, professor of marketing at ORT
• 12:10 p.m. | ICC/ESOMAR Code of Ethics and Closing Remarks - Francisco Rodríguez Folle, ESOMAR representative in Uruguay
They exhibit
-
Rafael CéspedesCEO of Provokative Chile at Provokers Latam and market research expert.
He is vice president of the board of directors of the Association of Market and Public Opinion Researchers (AIM Chile), ESOMAR’s representative in Chile, and a member of the board of directors of the Chamber of Creative Companies.
-
Constanza CilleyCo-founder and CEO of Voices! Research and Consultancy.
President of the Argentine Society of Marketing and Opinion Researchers (SAIMO), member of the board of directors of WAPOR Latin America—an organization of which she is also a co-founder—and of the board of directors of WIN. She also serves on the WAPOR Global Education Committee.
-
Alain MizrahiCEO of Grupo Radar.
Member of the ESOMAR Council and professor at the Universidad ORT Uruguay. Member of the Board of Directors of the Uruguayan Chamber of Social and Market Research Companies (CEISMU).
-
Francisco Rodríguez FolleDirector of Research Uruguay and ESOMAR representative in Uruguay.
Professor of Market Research at the University of Montevideo Business School, professor at the University of Montevideo, and member of the Board of Directors of Desem Jóvenes Emprendedores (Junior Achievement).
-
Teresa ComettoFormer Country Manager, Unilever Uruguay. Former Manager of Marketing, Market Research, and Media, Unilever.
Visiting Professor, International MBA, Polytechnic University of Madrid (Spain). She is the former dean of the School of Administration and Social Sciences, Universidad ORT Uruguay.
-
Sofía BrunsteinSales and Marketing Manager at Las Piedras Shopping.
Former sales and brand development manager at Garbarino Lombardo. Professor in the School of Business Administration and Social Sciences at ORT.
-
Macarena BalpardaMarketing Manager at Light It.
She is an advisor at the University of San Francisco and a marketing and communications consultant at Endeavor. She also advises entrepreneurs at ORT's Center for Innovation and Entrepreneurship (CIE).
Event Registration
- Free admission
- Advance registration is required