A Single Market in Latin America

This year ESOMAR's Latin American Conference and Exhibition is being held in Sao Paulo, Brazil between 12th and 14th May, billed as an opportunity to learn about the wide range of new research and other business initiatives carried out in the region.

According to Juan-José Lloret, Director of Aleph Zero in Argentina, 'Latin America is composed of 19 countries with a population of around 470 million inhabitants and a GNP of US$ 1.747 billion. Total research spend is about US$ 697 million and market research investment is about US$ 1,4 per inhabitant per year.'

Regional economic agreements such as Nafta, Mercosur, Pacto Andino, etc., should be viewed as steps towards a single economy in Latin America, leading to one economy and one market place.

The conference will offer the opportunity to exchange ideas on globalisation, i.e. how to adapt a multi-country survey to each individual country, how to develop a local communication strategy for an international brand and how to determine the value of a particular brand using economic-financial criteria. In addition, the participants will discuss the effect of Internet and new business concepts such as what CRM offers to market researchers, etc.

International companies represented include: AMBEV, Roper ASW, ACNielsen, HBO Group, Coca-Cola, Ford Motor Company, Research International, Disco-Ahold, Reckitt Benckiser, Compañía Nacional de Chocolates, etc.

The conference is organised in cooperation with:

• SAIMO, Sociedad Argentina de investigadores de marketing y opinion.
  
• ABIPEME, Associação Brasileira dos institutos de pesquisa de Mercado.
  
• ANEP, Associação Nacional de empresas de pesquisa.
  
• SBPM, Sociedad Brasileira de pesquisa de Mercado.

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.