What is ESOMAR Latin America?

This year, we’ll soar above the horizon, exploring new heights of knowledge, innovation and collaboration in market research. Imagine each presentation as a peak, contributing to a mountain range of insights that shape the future of our industry. 

Save the date April 1-3, 2025, as ESOMAR gathers everyone passionate about the dynamic business landscape of Latin America. Join us in Lima, a city of rich history, culture and innovation as we set the stage for ESOMAR Latin America 2025 "Altitude," where insights and ideas will rise to new heights.

What will ESOMAR Latin America 2025 consist of?

Reaching new heights

Exploring the synergy between human intelligence and technology, with a focus on innovations from Latin America and the impact on future generations.

• Explore how AI can complement human decision-making processes to enhance problem-solving and creativity in market research.
• Showcase case studies of technological tools and solutions developed within Latin America that are driving change in the industry. 
• Investigate the behavioral patterns, preferences and brand expectations of Generation Z and Generation Alpha and how these insights can influence future business strategies. 
• Examine the growing significance of the ageing population, exploring opportunities for brands to engage with the Silver Economy as a new trend and how this demographic shift will shape future market strategies. 

Strengths from the summit

Highlighting the unique strengths of the Latin American region, focusing on resilience, social impact and the power of inclusivity. 

• Discuss the adaptability and resilience of Latin American markets in overcoming economic crises and security challenges. 
• Share case studies of successful localized marketing strategies that effectively address the cultural nuances of LATAM regions. 
• Present the role of social research and ESG initiatives in shaping responsible business practices, with a focus on sustainability and consumer trust. 
• Explore how brands can effectively connect with the growing demand for more sustainable and ethical products and the strategies that can drive consumer engagement in this area. 
• Share strategies for designing inclusive market research that captures diverse perspectives and addresses the needs of underrepresented communities. 

Future views

Delving into the future of market research through AI and the power of visual storytelling, while decoding cultural differences across LATAM countries. 

• Analyze the integration of AI in both qualitative and quantitative research methodologies and its potential to uncover deeper insights. 
• Demonstrate how AI-driven visual storytelling can enhance the presentation and communication of research findings to broader audiences. 
• Contrast cultural insights and consumer behavior across different LATAM countries to identify commonalities and key differences. 

Beyond the surface

Utilizing semiotics to enrich market research and identifying enduring consumer behaviors amidst rapid trends. 

• Explore the use of semiotics to decode cultural symbols, narratives and myths that influence consumer behavior and brand perception. 
• Identify long-lasting consumer trends and behaviors that remain constant despite the rapid changes in market dynamics. 
• Discuss the evolving skill sets required in the market research industry, focusing on strategies to attract and retain the top talent needed to thrive in this new era of innovation and technological advancement. 

Quick ascent  

Less is more! This year to include more voices we want to consider featuring concise, impactful sessions that cover a range of innovative topics in a short time. 

• Highlight small yet significant innovations that are reshaping the market research landscape, with practical examples of their application. 
• Discuss the future of work in market research, focusing on the skills and tools needed to navigate emerging trends and technologies. 
• Showcase effective mobile-first research techniques, with examples of how they can be applied to reach a broader audience. 
• Discuss the application of semiotics in uncovering deep cultural insights with real-world examples from market research. 
• Present strategies for identifying and collaborating with micro-influencers to create impactful marketing campaigns. 
• Identify niche market opportunities within the LATAM region, with success stories of how these markets have been tapped. 

Apex challenges 

Addressing ethical and methodological challenges in market research, and exploring the balance between technology and human intuition.

• Examine the ethical challenges posed by online research panels, including issues of internet fraud and data privacy. 
• Discuss the trade-offs between global research consistency and the need for local customization in diverse markets. 
• Explore the balance between technological efficiency and the irreplaceable value of human intuition in qualitative research. 
• Investigate how new methodologies and technologies are enabling more agile decision-making and helping organizations quickly adapt to market trends and consumer needs. 

Pioneers at the pinnacle 

Focusing on the contributions of young researchers in the evolving market research landscape, and how they are redefining the industry. 

• Highlight the innovative contributions of young researchers and the fresh perspectives they bring to the industry. 
• Reflect on the significant transformations in market research since the 1990s, and how the industry has adapted to these changes. 
• Discuss the impact of AI, IT, digitization and machine learning on the market research industry and the gap it has created between tech startups and traditional agencies. 
• Explore how the newer generation is redefining data ethics and transparency, setting new standards for the industry. 
• Share strategies for cultivating and harnessing talent to meet the demands of modern market research, ensuring a legacy for future generations. 

Uncharted territory

Celebrating creativity and innovation in market research, and encouraging submissions that think outside the box, we welcome submissions that challenge conventional thinking, present groundbreaking ideas or offer innovative approaches that don’t fit neatly into existing categories. 

When will ESOMAR Latin America be held in 2025?

ESOMAR Latin America will be held in Lima on April 1-3, 2025. 

More information to come.