ESOMAR Connect São Paulo: Where Data, People, and a Vision for the Future Meet

São Paulo hosted an essential meeting for those who work with and make decisions based on data. ESOMAR Connect São Paulo brought together market leaders and experts for a morning of in-depth reflections on the future of research, applied intelligence, and strategic decision-making in the Latin American context.

More than just following trends, the event proposed a critical look at how to transform information into real impact. Topics discussed included innovation, artificial intelligence applied to insights, the integration of global vision and local practice, and new paths to more consistent decisions in increasingly complex environments.

Connecting global expertise with local reality.

The discussions featured relevant contributions from Alessandra Frisso (H2R), Patrícia Beber, Diego Pagura, Leonardo Aragão, Fernanda Wajchenberg, Marcela Ayres, and Suzana Pamplona, ​​professionals representing different sectors but sharing the same concern: how to better understand the present to build smarter decisions for the future.

The plurality of perspectives reinforced a central point of the meeting: data alone is not enough. It is the combination of methodology, technology, human expertise, and collaboration that generates truly actionable insights.

AI, analytical depth, and more strategic decisions.

Artificial intelligence was at the center of discussions—not as a future promise, but as a tool already integrated into the routine of research, analysis, and data interpretation. The consensus was clear: AI increases speed, scale, and efficiency, but the competitive advantage remains human—in the quality of questions, in reading context, and in the ability to transform signals into strategy.

In this scenario, the relevance of hybrid approaches is growing, combining quantitative, qualitative, technological, and cultural intelligence to understand behaviors, markets, and trends more deeply.

Looking Ahead: ESOMAR LATAM in March

The discussions at ESOMAR Connect São Paulo serve as a natural warm-up for the next major gathering of the insights ecosystem in the region: ESOMAR LATAM, which takes place in March.

The event will bring together professionals from across Latin America to delve into topics such as the future of research, methodological innovation, strategic use of data, AI applied to insights, and decision-making in complex markets. For those working in research, market intelligence, strategy, and trends, ESOMAR LATAM is a fundamental point of convergence on the 2026 calendar.

A conviction that continues to strengthen

For H2R Insights & Trends, participating in and following ESOMAR meetings reinforces a central conviction of our work: the future of business is built on well-interpreted data, collaboration between different expertise, and the courage to see beyond the obvious.

We remain connected to the conversations that shape the market today and help anticipate tomorrow.
In this scenario, the relevance of hybrid approaches grows, combining quantitative, qualitative, technology, and cultural intelligence to understand behaviors, markets, and trends more deeply.