"Best of" - Mexico 2013

BEST OF ESOMAR
MEXICO 2013
MEXICO CITY / 19 FEBRUARY
In cooperation with AMAI
PROGRAMME
08.00 – 08.30
Registration & Welcome Breakfast
08.30 – 08.50
OPENING AND INTRODUCTION TO THE PROGRAMME
Alicia Martin del Campo, ESOMAR Representative for Mexico
08.50 – 09.15
Are We Running Before We Are Able to Walk?
The client-supplier debate
Diego de Icaza, MARES Consumer Intelligence, Mexico
Ana Gabriela Alcalá Sáenz, Analysis Director, MARES Consumer Intelligence, Mexico
Jorge Pérez Rubio, Consumer Strategic Insights Director, Pepsico Foods, Mexico
(Presented in Spanish)
09.15 – 09.40
From Rio to the Rest of the World
How innovative research, such as that conducted on Gatorade in Latin America, is
impacting worldwide
Larissa Moreira, MESH Planning (LatAm), UK
(Presented in English)
09.40 – 10.05
Creators in Their Own ‘Write’
How Meredith Corporation empowered readers to create and contribute to a new
Ladies’ Home Journal
Manila Austin, Communispace, USA
(Presented in English)
10.05 – 10.15
Q&A
10.15 – 10.30
CLOSING
Alicia Martin del Campo, ESOMAR Representative for Mexico
SPEAKER PROFILES
Ana Gabriela Alcalá Sáenz
Ana Gabriela Alcalá Sáenz is Analysis Director of MARES Consumer Intelligence in Mexico. She was born in
Oaxaca, Mexico and has lived in Mexico City since she was 5 years old. She is passionate about her country
and wants to give back as much as possible. Also fan of diving, dogs (and any kind of animal), yoga and ecoadventure. Ana Gabriela is a Mathematics graduate from the Instituto Tecnológico Autónomo de México (ITAM)
with diplomas in Management Skills, Marketing and Market Research; and currently studying a Master Degree
in Public Image Engineering at Colegio de Imagen Publica in Mexico City.
She has 15 years of experience in the field of Market Research with experience on both sides (supplier and
client). Loves what she does and constantly looks for best practices in the industry.
Manila Austin
Manila Austin is Vice President of Research at Communispace, USA. She leads an award-winning research
team, an in-house think tank that helps Communispace and its clients navigate the social media landscape,
leverage the power of communities for insight and co-creation, and explore how communities deliver unique
value to their members and the clients who sponsor them. Manila holds a Ph.D. in psychology from Suffolk
University. She has worked with client organisations in various industries including financial services,
telecommunications, consumer packaged goods, health care, social services, and educational institutions. She
has published in peer-reviewed journals and frequently presents at conferences.
Diego de Icaza
Diego de Icaza is Commercial Director of MARES Consumer Intelligence in Mexico. He was born and currently
resides in Mexico City, is married, and is the father of a 4-year-old daughter. He has 10 years of experience in
market research with knowledge from both sides of the sector (supplier and client). He has a very deep
passion for his company and cares deeply for the current state of the industry. Diego is an Economics graduate
from the Universidad Iberoamericana.
Among his interests, Diego enjoys watching sports like football (American and soccer), hockey and baseball, is
a fan of the cinema and also practices skiing, golf and swimming.
Larissa Moreira
Larissa Moreira is Managing Director of MESH Planning (LatAm) and is currently based out of the UK. She
holds a BA in Economics, an MBA from Cranfield University and has over 10 years’ experience in business
strategy. Before joining MESH, Larissa held senior positions at DHL, Whirpool and Avon where she managed
global projects and provided strategic solutions for their Logistics operations. Larissa’s main objective at MESH
is to grow the Latin American region along with leveraging sustainable initiatives in order to help the
development of these countries.
Jorge Pérez Rubio
Jorge Pérez Rubio is Consumer Strategic Insights Director for Pepsico Foods in Mexico. He was born in
Guadalajara, Mexico and holds a Bachelor of Arts in Economics from UNAM as well as a Master’s in Marketing
and a Ph.D. in Educational Sciences from IPADE.
Jorge’s research career began in 1980 with Gaither International. He later joined The Gallup Organization,
where he spent the next 14 years. In 1998 Jorge joined PepsiCo as the Market Intelligence Director for
Gamesa-Quaker Group. He has also worked as a professor in various universities such as Universidad del
Tepeyac, Universidad del Valle de México and Universidad Americana del Noreste.
Jorge has published a number of articles on marketing, consumer research and innovation, and has conducted
forums, conferences and seminars where he gained great experience in the field both theoretically and through
the implementiation processes of research and innovation.
SPEAKER ABSTRACTS
Are We Running Before We Are Able to Walk?
The client-supplier debate
Diego de Icaza, MARES Consumer Intelligence, Mexico
Ana Gabriela Alcalá Sáenz, Analysis Director, MARES Consumer Intelligence, Mexico
Jorge Pérez Rubio, Consumer Strategic Insights Director, Pepsico Foods, Mexico
Gaining an understanding of current client needs is the basis of our business as an industry. Most of the work
we do as researches today is letting our customers understand their consumer needs. However, we forget the
fact that we should also do research on our own consumers to understand what is it that they really want,
either regarding consumer understanding or in terms of growth within their industries.
From Rio to the Rest of the World
How innovative research, such as that conducted on Gatorade in Latin America, is impacting worldwide
Larissa Moreira, MESH Planning, UK
As economies like Brazil emerge, a seismic shift is taking place in the marketing budgets of global brands, out
of developed markets and into those rapidly increasing in wealth and influence. What does this mean for market
research? The opportunities, issues and practicalities of conducting research in Latin America are explored,
using interviews with clients and agencies from the region as well as showcasing the proprietary work Pepsico
and MESH are jointly conducting on Gatorade. Listen, debate and form your own views about how to capitalise
on the exciting opportunities presented by Latin America and other emerging markets!
Creators in Their Own ‘Write’
How Meredith Corporation empowered readers to create and contribute to a new Ladies’ Home Journal
Manila Austin, Communispace, USA
In 2011, Meredith Corporation wanted to invigorate and transform The Ladies’ Home Journal to reach a
younger and broader audience. They came up with an innovative idea: allow readers to produce the majority of
its articles. Meredith turned to their online community of 300 women who had been providing unique and
actionable insights since 2007. They were able to hear directly from current and prospective readers what
mattered most to them, while testing and refining concepts. Their ideas provided insights that would lead
Meredith to successfully re-launch Ladies’ Home Journal in March of 2012. This session will describe how
Meredith is pushing the limits of traditional research methods, obtaining continuous inspiration from their
customers, and using insights to drive real business growth.