Buenos dias, bom dia, good morning everyone,
It’s an immense honor and pleasure to be with you and to open this 2025 Esomar Latam conference. I am starting my term as Esomar President here in Lima with you which is a great symbol to me.
This 2025 edition will bring us inspiration exploring the richness of Peru’s and Latam diversity, celebrating innovation, creativity and friendship.
What a better place and a better event to talk about creativity? I would like to take a moment to reflect on the incredible role that creativity plays in shaping the insights industry not only here in Peru but across Latin America.
Peru is known worldwide for its extraordinary cultural heritage — from the ancient Incan civilization to its vibrant art scene today. The creativity that flows through this country is reflected in its people, its traditions, its food, and its evolving industries.
In the context of the insights industry, creativity in Peru is evident in how we engage with consumers. They blend traditional values with a modern approach. Peruvian creativity brings new life to our understanding of the market, providing deeper and more nuanced insights that go beyond numbers.
Moving beyond Peru, Latin America is a region of immense diversity, both culturally and economically. This diversity presents a unique challenge for insights professionals.
The answer lies in creativity. Creativity allows us to navigate the complexities of Latin America by giving us the flexibility to adapt traditional research methods to meet brands needs. It enables us to connect with consumers in a way that resonates deeply, acknowledging the local values, and social nuances that differ vastly from one country to another.
The insights industry is at the forefront of driving creative solutions for brands, governments, and organizations across Latin America. In a region where markets are evolving and consumer preferences are shifting rapidly, the need for innovative, actionable insights has never been more urgent.
The region is home to some of the most vibrant tech startups, and innovation is part of the fabric of our economic development. In this context, creativity doesn’t just live in the design of research; it also thrives in the tools we use to gather data.
AI and machine learning are revolutionizing how we process and analyze consumer behavior, providing insights that were previously unimaginable. By blending technology with creative thinking, we can translate complex data sets into compelling narratives that drive action and transformation for businesses.
In closing, I would like to encourage all of us to embrace creativity not just as a tool but as a mindset. Whether we are analyzing data, interpreting consumer behavior, connecting with our peers, accessing or sharing knowledge, our ability to think creatively will shape the future of the insights industry and of our community. In Latin America, we are in a unique position to lead by example, to show the world how creativity can be harnessed to drive deeper understanding and better outcomes for businesses, people and societies.
The beauty of our region is that it blends tradition with progress, and this fusion offers a unique perspective that the world can learn from.
Let us remember that creativity — fueled by curiosity and innovation — is the key to unlocking new possibilities. Let us use this conference to inspire one another and ignite the creative spark that will drive our industry forward and elevate our community, our people and our businesses.
Thank you.
