Lateral Unit at the SAIMO 2026 Congress: Driving the Future of Market Research

Lateral Unit was once again present as a sponsor at the SAIMO 2026 Congress, reinforcing its commitment to the evolution of market research and experience management. This event brought together key figures from the fields of market research, marketing, and public opinion in Argentina to share trends and new ways of interpreting data.

During the event, a success story regarding the in-house implementation of Banco Macro’s Brand Tracker was presented by Gonzalo Gómez Olivera. The presentation covered the evolution from traditional brand measurement toward the active construction of strategic positioning. This achievement reflects the close collaboration between Lateral Unit, Banco Macro, and Qualtrics to develop research that is more agile and better aligned with business decision-making.

Our vision at Lateral Unir is to promote the reformulation of questions, the analysis of information, and the application of AI-driven research at scale. Through this approach, we aim to empower internal teams to gain agility and optimize decision-making during organizational transformation processes.

We thank SAIMO for creating this space for exchange, as well as the Qualtrics team and those who represented our organization, for their leadership and commitment. At Lateral Unit, we will continue to support organizations throughout Latin America in shaping the future of market research that delivers real impact.