Insight Innovation Exchange Latin America 2016
Posted: Tue Jan 07, 2025 4:52 am
The second day of the Insight Innovation Exchange Latin America 2016 was a success. Bringing together industry leaders such as Fiona Blades, President and Chief Experience Officer at MESH Experience Agency, we were able to see the relevance and importance of “Experience Driven Marketing” in today’s business, as well as its benefits. According to Fiona Blades, today people prefer to acquire experiences rather than products, for this reason it is important that behind the products offered by a company there is a good service that provides the user with a positive post-purchase experience. One of the great revelations by Fiona Blades was the data she shared about how television, in Brazil, is no longer an important point of contact for the emerging class of this country, which transcends the advertising industry, since it directs advertising investment to other types of mass media such as online advertising.
Key participations in the Insight Innovation Exchange Latin America.
Julio Franco, Vice President of Zappistore, spoke to us about the importance of understanding consumers in order to be more competitive in the market. He stressed the importance of bringing consumer opinion to the decision-making table to ensure that the proposed strategies are the right ones. A very important insight shared by Julio Franco was that only 13% of marketing directors make decisions based on market research.
Ximena Vega, founder and CEO of Claridad Consultoría Estratégica, spoke about the cyber-dependence of users on their mobile devices, since people look at their cell phones approximately 150 times even when they are turned off. She also shared her vision on the construction of ideas. According to Ximena Vega, ideas must be built by everyone, co-creation knows no organizational charts.
Alejandro Tanco, Director of the Andean region for Firefly, a qualitative area of Millard Brown, revealed interesting insights about the real purchasing behavior of consumers and the profile of the new Latin American consumer.
Omar Estrada, founder of Evidens, gave a talk entitled “Generation K,” which refers to the fictional character Katniss Everdeen from the youth book trilogy “The Hunger Games” by Suzanne Collins. According kenya phone number to Omar, those born between 1995 and 2010 are called Generation K, or generally known as Generation Z. In his talk, he talked about their main qualities, including that they live in the present and believe they can change their future. They are rebellious, generational critics who value and treasure family and friends. He concluded his presentation by emphasizing that this generation is the consumer of the future and therefore we must redouble our efforts to get to know them better and thus provide them with different experiences that satisfy their needs.
Patricio Pagani, Director of InfoTools, gave a workshop on the impact of artificial intelligence (AI) on the insights industry. According to him, research clients are asking for everything to be faster, better and cheaper every day. For this reason, it is essential to have technology that helps in the automation of processes, since according to his prediction, within 10 years, half of the jobs will be done by machines. In his opinion, this leads to a moral conflict between promoting process innovation through automation knowing that it will subsequently cause unemployment.
Key participations in the Insight Innovation Exchange Latin America.
Julio Franco, Vice President of Zappistore, spoke to us about the importance of understanding consumers in order to be more competitive in the market. He stressed the importance of bringing consumer opinion to the decision-making table to ensure that the proposed strategies are the right ones. A very important insight shared by Julio Franco was that only 13% of marketing directors make decisions based on market research.
Ximena Vega, founder and CEO of Claridad Consultoría Estratégica, spoke about the cyber-dependence of users on their mobile devices, since people look at their cell phones approximately 150 times even when they are turned off. She also shared her vision on the construction of ideas. According to Ximena Vega, ideas must be built by everyone, co-creation knows no organizational charts.
Alejandro Tanco, Director of the Andean region for Firefly, a qualitative area of Millard Brown, revealed interesting insights about the real purchasing behavior of consumers and the profile of the new Latin American consumer.
Omar Estrada, founder of Evidens, gave a talk entitled “Generation K,” which refers to the fictional character Katniss Everdeen from the youth book trilogy “The Hunger Games” by Suzanne Collins. According kenya phone number to Omar, those born between 1995 and 2010 are called Generation K, or generally known as Generation Z. In his talk, he talked about their main qualities, including that they live in the present and believe they can change their future. They are rebellious, generational critics who value and treasure family and friends. He concluded his presentation by emphasizing that this generation is the consumer of the future and therefore we must redouble our efforts to get to know them better and thus provide them with different experiences that satisfy their needs.
Patricio Pagani, Director of InfoTools, gave a workshop on the impact of artificial intelligence (AI) on the insights industry. According to him, research clients are asking for everything to be faster, better and cheaper every day. For this reason, it is essential to have technology that helps in the automation of processes, since according to his prediction, within 10 years, half of the jobs will be done by machines. In his opinion, this leads to a moral conflict between promoting process innovation through automation knowing that it will subsequently cause unemployment.