04.15.2015 – 04.16.2015 Auditorio Blackberry

Insight
Innovation
eXchange
2015
04.15.2015 – 04.16.2015
Auditorio Blackberry
Mexico City
IMAGINED AND PRESENTED BY
Reach your audience.
Get qualified leads.
Go where the buyers go.
GreenBook brings innovative resources to market researchers on both sides of the
table, and offers effective marketing opportunities in a variety of targeted media. Our
publications and events provide stimulating, practical, and timely perspectives on topics
and issues relevant to the industry.
The GreenBook Directory
connects buyers with
suppliers of market research
services by providing
detailed information on
research firms and by
supporting client-supplier
interaction with new
online tools.
With our Content Marketing
Program, we help market
research companies better
demonstrate their strengths
and capabilities, position
themselves as experts,
and generate more
qualified leads.
Insight Innovation eXchange
events offer a window into
the future of the industry
with emphasis on using
innovation in solving real
business challenges through
better insights.
The Guide for Buyers of Market Research
GreenBook.org
GreenBookBlog.org
InsightInnovation.org
WELCOME TO IIEX
Welcome to Insight Innovation eXchange. We’ll let the event speak for itself, but we think you’ll agree that
there’s no event like IIeX.
Prepare yourself. This event is fast-paced, jam-packed with brand new content, and full of opportunities to
collaborate, network, and never stop learning.
OUR MOBILE APP
Please join the event community, stay informed with event alerts and updates, message other attendees,
and access the most accurate version of the agenda and speaker list via our event app. To download
the app, visit http://get.lumishow.com on your smartphone’s web browser. You’ll be automatically
directed to the appropriate app store to download the Lumi Show app. Open Lumi Show, and find the
IIeX Latin America 2015 app by clicking the Event ID icon in the upper left-hand corner, and entering
“iiexla15” as the Event ID. Login to the event app with your email address as the username, and the
password “iiexla15” (the password is case sensitive).
TWITTER
Join the conversation online using the conference hashtag: #iiex
LUNCH LOCATIONS
Lunch will not be provided by the venue - please refer to the mobile app or our website for a list of
recommended restaurants close by.
NEED HELP?
If you have questions on-site, or need any help, please stop by the Registration desk or the GreenBook desk,
or email iiexevents@greenbook.org, and we’ll get back to you ASAP.
Thank you for joining us!
The IIeX Team
GreenBook
Join us at upcoming events
You can find all information on our upcoming events, watch videos of past event sessions, and register online
by visiting us on the web at InsightInnovation.org. We hope to see you at another event soon!
IIeX HEALTH 2015
April 29, 2015 in Philadelphia
IIeX North America 2015
June 15-17, 2015 in Atlanta
DAY ONE: APRIL 15
WELCOME & REGISTRATION
8:00AM
Registration & Welcome Coffee
MODULE 1: WELCOME TO THE
NEW PARADIGM
CHAIRED BY Jorge Maldonado
MODULE 2: DOES BIG
DATA = BIG INSIGHTS?
CHAIRED BY Rafael Cespedes
8:45AM
11:00AM
Opening Remarks
Alex Garnica (AMAI), Laura Bright (GDVGroup),
& Jorge Maldonado (Provokers)
9:00AM
Learning from Emotions to Enhance P&G
Demo Development
Carlos Gonzalez (P&G) & Alex Slater (Real Eyes)
9:20AM
Digital & Media Trends in 2015
Enrique Gonzalez (Millward Brown Mexico)
9:40AM
Connecting Dots Through Research
Heriberto Lopez (AMAI)
10:00AM
Innovate or Die
Shane Skillen (Hotspex)
10:20AM
Virtual Reality: Advancing Marketing Research…
And Visualizing a Better World
Jason Brooks (LRW)
10:40AM
Networking Break & Innovation Showcase
More Than the Sum of Its Parts: Integrating
Traditional Research with Big Data Analytics
Greg Mishkin (Market Strategies International)
11:20AM
The Future of Tracking
Juan Mario Ramon (TNS Mexico)
11:40AM
The Short Answer is No
Laura Bright (GDVGroup)
12:00PM
Juay the Meme: Brands in the Meme Era
Priscila Arámburu & Salvador Aceves (SocialDecode)
12:20PM
Visualizing Culture
Tim Stock (scenarioDNA)
12:40PM
Mobile: The New Driver of Disruptive Innovation
Gustavo Ross (Mobile Interactions)
1:00PM
Lunch & Innovation Showcase
DAY ONE: APRIL 15
MODULE 3: Making Research Agile,
Real-Time, and Automated
CHAIRED BY Patricio Pagani
MODULE 4: New Tools for
Consumer Closeness
CHAIRED BY Claudio Flores
2:00PM
4:00PM
What If Good Enough Was Good Enough?
Ryan Barry (ZappiStore)
2:20PM
The Silicon Valley Effect in the Research World
Ramon Escobar (Survmetrics)
2:40PM
Real Success from Real-Time Research
Marcello Garritano (MESH Experience) &
Xiomara Martin Matos (Unilever)
3:00PM
A Digital Disconnect in Market Research?
Adriana Rocha (ecGlobal)
3:20PM
Why Ask if You Can Observe? Digital Behavioral
Research is Here…
Luis Noriega (Netquest)
3:40PM
Networking Break & Innovation Showcase
Latin America Rising! Achieving Success With
Technology Research Solutions
Rebecca West & Andrea Lostaunau (Civicom)
4:20PM
What About Alternative Research? Good, Bad,
Both, None?
Mario Gutierrez (SCA)
4:40PM
Making a Case for Relationships
Ana Paula Tostado (Communispace)
5:00PM
A New Research Workflow for the 21st Century
Cristina De la Peña (Synapbox)
5:20PM
Neuroscience Meets Wearables
Maria Lopez (usenns)
5:40PM
Closing Remarks
Alex Garnica (AMAI) & Laura Bright (GDVGroup)
DAY TWO: APRIL 16
WELCOME & REGISTRATION
8:00AM
Registration & Welcome Coffee
MODULE 5:
INSIGHTS 2020
CHAIRED BY Laura Bright
MODULE 6: The Power
of Visual Storytelling
CHAIRED BY Simeon Pickers
8:45AM
11:00AM
Opening Remarks
Alex Garnica (AMAI), Laura Bright (AMAI), &
Jorge Maldonado (Provokers)
9:00AM
Who in the World Are We Talking to? Highlights
From the 2014 GRIT Consumer Participation
in Research Report
Eric Meerkamper (RIWI)
9:20AM
Measuring the Real World
Maria Fernanda Cantu (Manzara)
9:40AM
If Today We Can Do Real-Time… What Is Next
Is a Quality Service Program
Rafael Cespedes (Provokers)
10:00AM
Ginny Valentine Panel
Marcello Garritano (MESH Experience), Gabriela Alcalá
Sáenzm (MARES), Montserrat Guzman (Inter-View
Partners), Alejandra Montemayor (Gepp)
10:20AM
Can the Mobile Research Industry Remain Agnostic?
Daniel Cunill (Lumi)
10:40AM
Networking Break & Innovation Showcase
How Scoring a Goal is Like Storytelling
Andres Muguira (QuestionPro)
11:20AM
The Big Lie: We’re All Storytellers
Emiliano Liviero Martina (Provokers)
11:40AM
An Interactive Gallery
Karina Besprosvan (Omnicom Media Group)
12:00PM
Workshop: The Future of the Industry
Patricio Pagani (Infotools)
12:40PM
Lunch & Innovation Showcase
DAY TWO: APRIL 16
MODULE 7: The Growing Importance of MODULE 8: Future Proofing
Latin America in the World Economy
the Research Industry
CHAIRED BY Rafael Cespedes
CHAIRED BY Ricardo Barrueta
2:00PM
4:00PM
2:20PM
4:20PM
Latino Acculturation, U.S. Latinization, and
the New Americanos
Ricardo Lopez (Hispanic Research)
Big Changes in Customer
Experience = Big Opportunity
Mike Bare & Carmen Walton (BARE International)
2:40PM
Breakthroughs in Qual: Using Virtual Video
Ethnographies to Deeply Understand the
Latin Millennial
Felipe Viyella (CASA Demographics)
3:00PM
The Evolution of Our Latin American Consumers
Pamela Gonzalez (Discovery Communications)
3:20PM
Understanding Media Usage Among Millenials From
the Bottom of the Pyramid
Karina Vega & Aline Ross Guriola (LEXIA
Insights Solutions)
3:40PM
Networking Break & Innovation Showcase
Leave No Data Behind: Maximizing Your
Online Potential
Anibal Cantarian (Ipsos)
Trendhunting, the Science of Shaping the Future
Gabriella Arriaga (Leonardo1452)
4:40PM
Breakthrough Innovation
Victor Manuel Hidalgo (Nielsen)
5:00PM
The Intersection Between UX and Innovation
Emiliano Horcada (Globant)
5:20PM
Closing Remarks
Alex Garnica (AMAI) & Laura Bright (AMAI)
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