Urpi Torrado from Peru discusses research in Latin America, local nuance, AI adoption and the value of human insight.

In this episode of Insights from Elsewhere, Cynthia Portugal speaks with Urpi Torrado, CEO of Datum International in Peru, Latam Ambassador for ESOMAR and President of WAPOR Latam.

Urpi shares how she entered market research through her family business during a difficult period in Peru, and how that experience shaped her view of the industry.

The conversation explores what makes research in Peru and Latin America distinct, from the continued importance of in person methods to the risks of treating the region as one uniform market.

Urpi also discusses AI, research technology, digital twins, client adoption, and the role of local researchers in bringing Latin American cases and perspectives into global industry forums.

Episode Highlights:

• Why Latin America should not be treated as a single market
• The continued role of in person research in Peru and across the region
• How clients are approaching AI, research technology and new methodologies
• What Latin American researchers can contribute to global forums
• Lessons from Urpi’s work on Peruvian families, digital twins and cultural context
• Why curiosity, empathy and critical thinking remain central to good research

About the Guest

Urpi Torrado is the CEO of Datum International in Peru, Latam Ambassador for ESOMAR and President of WAPOR Latam. She has more than 30 years of experience in market research, marketing and innovation, and has contributed to publications on human behavior in the region.

She is also coauthor of Familias Peruanas: Más Familias de lo Que Imaginas, a study of the changing structure and dynamics of Peruvian families.