https://youtu.be/7KNlse-Fdb0?si=gKn_JM8NHzXktMHF
The event took place on September 17 at the ORT Business School and was part of ESOMAR's Impulso LATAM Tour.
Organized by ESOMAR, CEISMU, and the university’s Marketing Department, the event offered a look at the transformations affecting the industry, from advances in artificial intelligence to changes in consumer behavior.
New challenges
Rafael Céspedes, CEO of Provokative Chile at Provokers Latam, discussed in “Market Research in the Age of AI” the changes the profession is undergoing and the growing role of technology in the generation and analysis of information.
Céspedes noted that market research is undergoing a profound transformation. Over the past 20 years, these changes have been driven not only by technology but also by new ways of conducting research, analyzing information, and generating knowledge.
https://youtu.be/T0ja31d-37c?si=AW-FkKfR0JnLMjW8
For her part, Constanza Cilley, co-founder and CEO of Voices! Research and Consultancy, presented “The Decline of Human Relationships?,” a talk focused on new trends related to personal relationships, habits, and the use of artificial intelligence.
Cilley argued that we are entering a mixed emotional landscape, in which relationships with other people increasingly coexist with bonds to animals, plants, and algorithms. As she explained, people are redistributing their emotional energy and seeking forms of connection that involve less friction and fewer demands.
https://youtu.be/CXTwxqR_rwk?si=SswXq6cYfT1selyd
Alain Mizrahi, CEO of Grupo Radar, presented “Photos That Change the Script,” while Francisco Rodríguez Folle, ESOMAR’s representative in Uruguay, closed the session and presented the ICC/ESOMAR Code of Ethics.
“Being here today means bringing things full circle. I’ve been with this institution for 33 years, and I’ve been a member of ESOMAR for 30 years, serving as an advocate on many occasions. So, bringing these two roles together in this presentation holds special significance for me,” Mizrahi said.
https://youtu.be/uIjT2Nef2qE?si=Jo732mibRg9Ukw4G
He said that understanding different socioeconomic levels is a topic that has interested him for a long time. He talked about a model he developed in this regard.
“Over the past 22 years, since we developed the first socioeconomic status index model, I have explained this classification, which is based on easily measurable variables, such as the neighborhood where people live, the number of bathrooms, whether they own a car, and the type of roof.”
He also shared his thoughts on artificial intelligence: “Perhaps our perspective was limited, and we need to take it a step further. And perhaps artificial intelligence can help us take that step,” he concluded.
https://youtu.be/UN4CxYC-F78?si=TnHw5FYHKKd52ghn
Making Decisions Based on Information
The event also featured a panel discussion titled “Research as the Foundation for Marketing Decisions,” featuring Teresa Cometto, former country manager of Unilever Uruguay; Sofía Brunstein, marketing manager at Shopping de Las Piedras; and Macarena Balparda, marketing manager at Light It.
https://youtu.be/8ms0TB31nak?si=z2q_e2oxwbYfhIjk
During the panel discussion, the importance of exploring people’s motivations, beliefs, and needs in order to make better marketing decisions was highlighted. Research allows us to look beyond the data and understand what lies behind consumer behavior. Moderated by Héctor Bajac, professor of marketing at ORT, the discussion focused on the value of market research in understanding audiences, validating strategies, and guiding business decisions.
Throughout the day, the experts agreed on the importance of transforming data into relevant insights, maintaining rigor in research processes, and gaining an ever-deeper understanding of people in a context shaped by new technologies and rapid change.
