ESOMAR LATAM 2026: Advancing Human Experience Research in Latin America

Our colleague Maria Elizabeth Samaniego Huber attended ESOMAR Latin America 2026, held from March 22–24 in Rio de Janeiro, Brazil.

This year’s edition, themed “Floresça! Growing ideas, inspiring connections and shaping thriving markets,” brought together some of the brightest minds in the insights industry across Latin America and beyond.

The event focused on key topics shaping the future of research in the region, including innovation, collaboration, AI-driven methodologies, and the evolving role of insights in driving business impact. A central theme across the event was the growing role of artificial intelligence in market research. A large share of presentations focused on AI-related applications, including AI-powered interviewing, chatbots, and synthetic data, highlighting how AI is increasingly becoming an integrated part of research methodologies in the region.

The conference also provided a broader view of the Latin American insights landscape. Key markets such as Brazil, Mexico, Colombia, and Argentina continue to lead in terms of activity and innovation, while other markets are also following global trends and accelerating their development.

At the same time, the discussions reinforced the importance of the human dimension in research. The Latin American consumer has always been strongly driven by emotional connection, cultural context, and a deep sense of identification with brands — and this is becoming even more relevant in a rapidly evolving, technology-driven landscape.

This highlights the importance of approaches that go beyond data and focus on understanding the human experience. In this context, human experience research plays a key role in helping brands connect meaningfully with consumers in the region.

Our participation reflects an ongoing effort to build and expand eye square’s presence in Latin America, while staying closely connected to the region’s evolving insights ecosystem.

ESOMAR LATAM 2026 highlighted the growing importance of combining global expertise with strong local understanding, as well as the increasing role of technology in shaping the future of research.

Looking ahead, we see clear potential to further develop our presence in the region by increasing visibility, strengthening partnerships, and showcasing our methodologies more actively.

Maria Elizabeth Samaniego Huber
Director Latin America
eye square