Rafa Cespedes

CEO CHILE

Provokers

Rafa Céspedes, Psychologist, expert in Social and Market Research, with +33 years of experience in the Insights industry in Latin America. He has worked at TNS, CIMAGROUP, SYNOVATE, IPSOS and now at Provokers Latam. Rafa has declared his love for the industry by occupying various roles such as past president and now as Vice President of AIM CHILE (Association of Market and Opinion Researchers of Chile), Board of Directors of GRBN, ARIA AMERICAS and is currently ESOMAR's representative for Chile. He is a founding partner of the IIEX series of events of Greenbook (2013), and today he leads the IIEX LATAM. He is currently a member of the board of directors of the Creative Industries of Chile. In 2022 and 2024, he was recognized with the INSIGHTS250 award by Esomar and that same year he was awarded by AIM Chile for his career and contribution to the market research industry. He has been a Jury for EFFIE, Greenbook Future List.

Sessions

Sep 24

12:30 PM - 12:50 PM EDT

Research That Remembers: Postobón's Continuous Intelligence

Insights usually die with the project that created them. Postobón and Provokers are changing that: with DIALOG, an Insights-as-a-Service platform, every study feeds a living memory that teams query for each new decision. This is a transformation in progress — we'll share the real journey, from staged adoption to early wins and open challenges, not a polished success story.

Key Takeaways:

1. Why insights compound: how reusing accumulated knowledge changes the economics of research.

2. What staged, low-risk adoption looks like in practice — and what we'd do differently.

3. Early lessons on governance, change management and getting teams to actually use the system.

Also speaking

Sebastian Benitez

Marketing Services Manager, Postobon SA

Speaker