ESOMAR Latin America - What to Expect from Altitude

It is an honour and a great pleasure to welcome you to ESOMAR Latin America 2025 in Lima. This year, ‘Altitude’ is our central concept, and what better place to explore it than in a city that invites us to elevate our gaze, broaden our perspective and reach new heights in our industry. After many years, Lima finally becomes the epicenter of knowledge and innovation in market research and insights. This is a special moment, not only for Perú, but for the entire Latin American community, which gathers here today with the same purpose: to discover, share and transform the future of our discipline. The insights industry in Latin America has proven to be resilient, creative and adaptable. From integrating artificial intelligence in product development, to using neuromarketing and semiotic analysis to strengthen consumer connections, we have seen how methodologies evolve and how our strategies reinvent themselves to generate impact. As researchers, curiosity defines us. We do not settle for data; we seek to understand the story behind it. We ask questions, explore the unknown and challenge our own certainties. Our non-conformity has led us to improve what we already did well, to question our own methodologies and to reinvent the tools with which we decode the world. We do not seek just information; we seek deep and meaningful knowledge that transforms realities.

Over the next two days, we will explore the trends that are elevating our industry to new levels. We will learn how companies are using humanised AI to accelerate innovation, how brands are connecting with consumers in an omnichannel world and how market research continues to be key to sustainable growth in Latin America.

We will witness extraordinary case studies, from product redesign using eye-tracking and implicit tests, to exploring the impact of diversity on brand strategies. We will also see how digital transformation is redefining the relationship with consumers and how data and technology are enhancing our analytical and predictive capabilities. However, beyond the content Altitude is also a call-to-action. It invites us to raise our expectations, challenge the status quo and look beyond the obvious, because in a world where information is abundant, our true challenge is to turn data into powerful and relevant insights that transform businesses and societies. This event would not be possible without the effort and passion of everyone who participates in one way or another: speakers, sponsors, attendees and the ESOMAR team, who have worked tirelessly to make this gathering a reality. 

Thus, I invite you to take advantage of every talk, every conversation and every connection that arises in the coming days. Let this conference be the starting point for new ideas, new opportunities and new horizons for the insights industry in Latin America. Welcome to ESOMAR Latin America 2025 in Lima, and may this experience take us to new heights!