Rafael Cespedes from Chile discusses research culture, AI, data quality and the future of insights in Latin America.

In this episode of Insights from Elsewhere, Cynthia Portugal speaks with Rafael Cespedes, CEO for Provokers in Santiago, Chile.

They talk about the realities of market research across Latin America. and Rafa reflects on how culture, contradictions and local context shape consumer behavior and research practices in the region.

The conversation explores common misunderstandings from global headquarters, the challenges of data quality and panel fraud, and the growing pressure on insights teams to deliver more with fewer resources.

Rafael also shares his perspective on AI, the changing relationship between agencies and clients, the future of research talent, and why understanding the right business question matters more than ever.

Episode Highlights:

• Why Latin America cannot be treated as a single market and how cultural nuances affect research interpretation
• Common mistakes global teams make when applying global frameworks to local markets
• How AI is changing the role of researchers, agencies and client side insights teams
• The growing importance of integrating research, business context and operational data
• Challenges around fraud, professional respondents and maintaining data quality in online research
• Why ethnography and conversational research remain essential for understanding real human behavior

About the Guest

Rafael Cespedes is a psychologist and market research leader with more than 30 years of experience in the insights industry across Latin America.

He is the CEO of Provokers in Chile and an active representative within ESOMAR. He is known for his work connecting cultural understanding, qualitative research and innovation in insights, with a strong focus on how local context shapes consumer behavior and business decisions.