At the beginning of April, some of the leading market researchers from across the world will join ESOMAR in Sao Paulo to explore the regional challenges, risks and opportunities within the market intelligence sector.
The market research industry in South America, traditionally, has been quite tumultuous but is seemingly on an upwards trajectory when it comes to growth. Over the past two years, the industry has grown by 1.6% in 2016 and 1.4% in 2018, to produce a turnover of more than $1.6bn annually.
Markets such as Honduras, Nicaragua, and Uruguay all grew by over 7% in 2017, while larger markets such as Brazil and Argentine grew by over 4%. These figures demonstrate that, while there are many implicating factors within the South American continent, there is growth in significant markets. Which is why it is so important for ESOMAR to bring the leaders of the community together for a four day conference.
As well as a number of key note speakers from brands such as Coca-Cola, Fox, Itaú Unibanco, L’Oreal and Facebook; throughout the conference there will be a number of breakout sessions and workshops for attendees to learn from peers as well as network and discuss the morning’s content.
Highlights:
Breaking the walls between traditional and digital marketing – Facebook
During the first day of content – Facebook will be analysing how different marketing practices do or do not work in the real world. Identifying how tactics such as message, creative work, targeting and media placement can provide real time benefits across the board for brands.
To achieve these results Facebook teamed up with a number of its largest clients across Brazil, Mexico and other LATAM based countries to collect real world results to provide key learnings of what really does and doesn’t work for brands trying to break the walls between traditional and digital marketing.
Instore Shopper Analytics – L’Oreal
For many retailers, understanding in-store behaviours of consumers is essential for how brands can more effectively communicate with their customers, and therefore improve the shopping experience.
L’Oreal undertook a nationwide study using biometric tools as part of its consumer research, to evaluate the performance of their Hair Care sales. L’Oreal used eye tracking technologies at the Point of Sale to understand how to improve brand awareness and purchasing behaviour of customers, and the interactions between their own brand and other brands on the shelf.
Implementing automation in LATAM – PepsiCo
For PepsiCo, many of the models of quantative and qualitative research that exist in Europe and the USA do not fit in the LATAM market. PepsiCo believes that many online studies to don’t represent the lower socioeconomic levels.
In order to combat this, and to garner even better insights from a key region for PepsiCo, the brand has teamed up with Zappi to create a bespoke AI platform to generate meta-analysis and meta-learnings in real time.
PepsiCo discuss the learnings from this new project, key failures as well as the internal hurdles that have had to overcome during the past year, as well as how automation is driving insights forward in a critical market.
MAIN FEST LATAM presents a huge opportunity for anyone involved in the market research, data and insights profession, whether client side or at an agency, to understand new techniques and challenges the industry is facing, and how everyone is solving these problems. The conference provides the opportunities to network and discuss ideas that will help to continue the growth of the LATAM market research industry, as well as future-proofing itself for any challenges over the next few years.
