The main exponents and experts in market research met in Colombia at the ESOMAR event, and of course, QuestionPro could not be missing. Thousands of experts in the field packed the place to learn and share experiences. It was undoubtedly a memorable event and I am pleased to share with you the most relevant aspects of this great event.
Many of the speakers agreed that market research through mobile devices has acquired vital importance in the field, allowing researchers to collect information that was previously unthinkable. This has given a new dimension to qualitative research, allowing the development of increasingly complex and comprehensive research.
One of my favorite talks was the one given by Macarena Estevez , who talked about building strong brands and how data analysis helps explain the relationship we can develop with brands. For her, a strong brand is made up of the three E's: Energy, Essence, and Experience . Another thing that caught my attention was when Daniel Castejon started talking about trends and how they influence our daily lives. The talk in question explored all the possibilities that technology offered us as a society and how nigeria phone number habits have been affected by it. Something similar, but more specific, was discussed by Diego Paura and Marcela Doria , who shared practical examples of how Twitter influences the way many of us currently watch television. In other words, we are now an interactive society that is not afraid to express its opinions in real time about what we see on screen, which makes us question what the future of research is .
ESOMAR
After a short break where I had the opportunity to share opinions with many of the researchers present, Laura Pellerano from HBO Latin America began her talk about how data collection can (and should) be used to provide the public with a product that they really want.
Gathering information to make better decisions is something QuestionPro and its clients are familiar with, as we believe that the opinions of our audience should always be measured. There are no better sources of information than our clients themselves. To collect this information, we need new and increasingly powerful tools, as Juan Chasan said in his speech: “ Surveys must now be flexible, they must allow us to ask “A” today and “B” tomorrow to allow us to compare the data .”
Towards the end of the event, Armando Mora of IPSOS-Andina shared the following graph, which exemplified how the world has changed.