SAIMO

What SAIMO does

SAIMO (Sociedad Argentina de Investigadores de Marketing y Opinion) is a private professional association founded in 1996 and headquartered in Buenos Aires, Argentina. It is the national professional society that convenes marketing, opinion, and social research professionals in Argentina, providing community, ethical standards, continuing education, and research publications. Its core activities center on organizing the annual Congreso SAIMO CEIM (a 400+ attendee, 58-speaker, 22-sponsor flagship congress hosted at partner universities such as UADE, UCA, UCEMA, and Universidad Austral), running webinars and the member-exclusive 'De Socio a Socio' series, and operating three specialized observatories (Shopper, Human Experience, and Sustainability) that publish original Argentine research. It also maintains the NSE (Indice de Nivel Socioeconomico) methodology and SPSS programs as a reference standard for socioeconomic classification in Argentina.

SAIMO operates as a nonprofit, member-funded entity with 1-10 employees. Its revenue model is diversified across three streams: recurring membership dues from 'socios activos' and 'socios honorables,' paid educational courses (notably 'Primeros pasos en la investigacion de mercados,' delivered virtually via Zoom at full price with a 40% member discount), and event sponsorships from its annual congresses. The organization does not develop proprietary technology products; its core platform is the community, content library, and event infrastructure rather than software. Its go-to-market is community-led and event-driven — recruiting and retaining members through congresses, webinars, partner-university collaborations, and international affiliations with ESOMAR, GreenBook, and Latin American research associations (AMAI Mexico, ACEI Colombia, AIM Chile, APEI Peru).

The association serves three primary stakeholder groups: (1) marketing and opinion research professionals in Argentina — its core persona segment — who use SAIMO for networking, methodology access, and professional identity; (2) junior researchers and students seeking entry-level training and mentorship; and (3) corporate research and marketing departments at consumer goods, financial, and retail firms that participate as sponsors and contribute presentations. Its international positioning is anchored by a flagship co-organization role with ESOMAR and CESIS for ESOMAR Connect Argentina, held at Universidad Austral.

Name

SAIMO

Legal name

Sociedad Argentina de Investigadores de Marketing y Opinión

Website

https://saimo.org.ar

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

SAIMO is Argentina's national professional association for marketing and opinion research professionals, convening the country's research community through an annual congress, three research observatories, NSE methodology tools, webinars, and educational programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership fees: SAIMO operates as a professional association whose primary sustainability mechanism is membership fees ('asociate'). Professionals join as active members ('socios activos') and honorary members ('socios honorables') who pay periodic dues.
2. Educational programs and courses: SAIMO generates revenue through paid educational programming including the course 'Primeros pasos en la investigacion de mercados' (offered at full price with a 40% discount for SAIMO members). Programs are delivered virtually via Zoom.
3. Congress and event sponsorships: SAIMO's flagship congresses (SAIMO CEIM) are supported by sponsors — the 2024 congress listed 22 sponsors and attracted 400+ attendees, creating sponsorship revenue for the association.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

SAIMO is a nonprofit professional association that convenes and serves marketing, social, and opinion research professionals in Argentina through membership, annual congresses, research observatories (Shopper, Human Experience, Sustainability), the NSE socioeconomic classification methodology, professional training courses, webinars, and member-exclusive knowledge-sharing sessions. It does not sell technology products; its deliverables are professional community, events, research publications, and educational content aimed at the Argentine research industry.

Product overview

SAIMO (Sociedad Argentina de Investigadores de Marketing y Opinión) is a professional association for market research and opinion professionals in Argentina, not a commercial product company. Its offerings consist of professional development services, industry events, and research publications including: annual congresses (Congreso SAIMO CEIM), research observatories (Observatorio Shopper, Observatorio de Sustentabilidad, Observatorio de Human Experience), NSE methodology tools and SPSS programs, webinars, member-to-member training sessions (De Socio a Socio), professional courses, and published research reports and papers. These services serve the research community rather than offering a traditional product portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Observatorio Shopper: Research observatory focused on understanding Argentine shopper habits and purchasing behaviors in the changing economic context.
• Observatorio de Human Experience
• Observatorio de Sustentabilidad

Products and services

• SAIMO Membership (asociate) Recurring professional membership in the Sociedad Argentina de Investigadores de Marketing y Opinión, open to marketing, social, and opinion research professionals in Argentina. Members gain access to events, content, observatories, member-only sessions, ethical guidelines, and international affiliations.
• Congreso SAIMO CEIM (Annual Congress) Annual flagship congress bringing together market research and opinion professionals in Argentina to share insights, methodologies, and industry trends; recent editions have attracted 400+ attendees, 58 speakers, and 22 sponsors.
• Observatorio Shopper Research observatory focused on understanding Argentine shopper behavior, habits, and attitudes, including omnichannel trends and regulatory impacts such as Ley de Góndolas; produces research reports, webinars, and interviews.
• Observatorio de Human Experience Customer and citizen experience observatory that publishes the annual CX Report Argentina-Uruguay and conducts studies on human experience metrics; organizes related webinars and best-practice curation.
• Observatorio de Sustentabilidad Sustainability observatory that produces research and infographics on sustainability communication and corporate responsibility practices in Argentina; collaborates with external partners such as CRP on joint sustainability research initiatives.
• NSE (Índice de Nivel Socioeconómico) Methodology and SPSS Programs Standard socioeconomic classification methodology and accompanying SPSS programs for determining NSE (Nivel Socioeconómico) in Argentina, including updates and documentation distributed to research professionals.
• Cursos y Formación (Primeros pasos en la investigación de mercados) Professional training course introducing market research fundamentals for junior researchers and students entering the industry; delivered virtually via Zoom, with a 40% member discount applied to full course fee.

Quantifiable outcome

• 400+ attendees and 22 sponsors at annual congresses
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered minor, core and flagship.

• Consejo de Relaciones Publicas (CRP)minorStrategic or Co-development Partner · 25 June 2026SAIMO's Sustainability Observatory collaborated with CRP's Sustainability Pillar to produce a joint infographic on communicating sustainability in Argentina in 2026.
• Observatorio de Sustentabilidad de SAIMOcoreOthers · 25 June 2026An internal observatory within SAIMO focused on sustainability research and communications. The observatory collaborates with external partners including the Consejo de Relaciones Publicas on joint sustainability research initiatives.
• UCEMA (Universidad del CEMA)coreStrategic or Co-development Partner · 9 June 2026UCEMA hosted the 11th Jornada de Investigacion de Mercados (June 2026) and ESOMAR Connect 2025. It is a recurring partner for SAIMO's academic events, providing venue and institutional prestige.
• ESOMARcoreStrategic or Co-development Partner · 8 June 2026SAIMO is the co-organizer of ESOMAR Connect Argentina alongside ESOMAR global, the Faculty of Business Sciences at Universidad Austral, and CESIS (Centro de Estudios en Sustentabilidad e Innovacion Social). ESOMAR is the world association for market, social, and opinion research. This is a flagship, recurring partnership with deep strategic significance for SAIMO's international positioning.
• Universidad Austral (Facultad de Ciencias Empresariales)flagshipStrategic or Co-development Partner · 8 June 2026Universidad Austral is a co-organizer of ESOMAR Connect Argentina, providing institutional infrastructure and academic audience. The partnership integrates SAIMO into the university's business school ecosystem.
• CEADS (Consejo Empresarial Argentino para el Desarrollo Sostenible)minorGTM or Marketing Partner · 8 June 2026Listed as a supporting organization for ESOMAR Connect Argentina 2026, which focuses on 'Research for Good' and sustainability — aligning with CEADS's sustainable development mission.
• Consejo Publicitario ArgentinominorGTM or Marketing Partner · 8 June 2026Listed as a supporting organization for ESOMAR Connect Argentina 2026, bringing in advertising industry perspective to the research-for-good dialogue.
• CESIS (Centro de Estudios en Sustentabilidad e Innovacion Social)flagshipStrategic or Co-development Partner · 8 June 2026CESIS is a co-organizer of ESOMAR Connect Argentina alongside SAIMO, ESOMAR, and Universidad Austral, bringing a sustainability and social innovation academic lens to the event.
• UADE (Universidad Argentina de la Empresa)coreStrategic or Co-development Partner · 16 October 2025UADE hosts SAIMO's annual flagship congress (SAIMO CEIM) in its Aula Magna. The partnership positions SAIMO within a premier academic setting and provides venue, audience access, and institutional credibility.
• UCA (Universidad Catolica Argentina)coreStrategic or Co-development Partner · 22 October 2024UCA hosted the 2024 SAIMO CEIM congress. The university provides the event venue and access to its academic community, reinforcing SAIMO's connection to higher education institutions.
• Universidad Siglo 21minorStrategic or Co-development Partner · 26 June 2024SAIMO co-organized the 'Los Insights de la Diversidad' ESOMAR CONNECT event with Universidad Siglo 21 and ESOMAR. The partnership brings SAIMO into collaboration with a large private university network in Argentina.
• Observatorio de Human Experience de SAIMOcoreOthers · 1 January 2020An internal SAIMO observatory dedicated to customer experience (CX) and human experience research in Argentina and Uruguay. Produces the annual CX Report Argentina-Uruguay, organizes webinars, and curates CX best practices.
• APG (Account Planning Group) ArgentinaminorGTM or Marketing Partner · 3 December 2019SAIMO organized the first #CrossPlanning of Argentina alongside APG, IAB Argentina, and Interact (Union de Agencias Interactivas), bringing together five industry chambers for a collaborative industry event.
• IAB Argentina (Interactive Advertising Bureau)minorGTM or Marketing Partner · 3 December 2019Co-organizer of the first #CrossPlanning of Argentina alongside SAIMO, APG, and Interact. IAB Argentina represents digital advertising and media companies and provides a bridge between research and the digital advertising ecosystem.
• Interact (Union de Agencias Interactivas)minorGTM or Marketing Partner · 3 December 2019Co-organizer of the first #CrossPlanning of Argentina alongside SAIMO, APG, and IAB Argentina. Interact represents interactive advertising agencies in Argentina.
• AMAI (Mexico), ACEI (Colombia), AIM (Chile), APEI (Peru)minorStrategic or Co-development Partner · 21 October 2019SAIMO participated in the IIeXLATAM 2019 conference in Medellin alongside these Latin American research associations. SAIMO's president Mariela Mociulsky led a panel on talent transformation, fostering regional cross-border collaboration among research professionals.
• GreenBookminorStrategic or Co-development Partner · 10 May 2019SAIMO partnered with GreenBook (global MR industry platform) for a joint workshop presenting findings from the 'Tendencias de Investigacion en Argentina' study. GreenBook's Latam director moderated the session, bringing international industry relevance to SAIMO's content.
• Observatorio Shopper de SAIMOcoreOthers · 1 January 2014An internal SAIMO observatory (created in 2014, with members Susana Marquis, Alejandra Belfiore, Constanza Cilley) dedicated to tracking the Argentine shopper's behaviors, attitudes, and adaptation to economic changes. It produces research reports, webinars, and interviews.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• AMSRS (Australian Market and Social Research Society): Australian national professional association for market and social researchers providing certification, training, events, and industry standards. Operates the same membership-and-events model as SAIMO at a national scale.
• Insights Association: North American association formed from CASRO and MRA merger, representing market research and insights businesses. Directly comparable membership, advocacy, and education services targeting the same customer persona as SAIMO.
• AIM (Asociación Chilena de Investigación de Mercados): Chile's national market research industry association and SAIMO's regional counterpart in IIeXLATAM. Comparable membership and event-driven model serving the Chilean research community.
• AMAI (Asociación Mexicana de Agencias de Inteligencia de Mercado y Opinión): Mexico's national market research association — a regional peer with which SAIMO already collaborates through IIeXLATAM. Comparable membership, event, and standards model focused on the Mexican research community.
• MRS (Market Research Society): UK-based professional association for market researchers offering membership, training, events, and publications. Closest functional analog to SAIMO at a national level, providing the same community, standards, and credentialing services.
• MRA (Market Research Association): US-based national trade association for the market research industry offering membership, advocacy, education, and standards. Directly comparable business model (membership + events + content) and customer base to SAIMO.

Broad incumbents

• ESOMAR: Global association for market, social, and opinion research with which SAIMO has a co-organizing partnership for ESOMAR Connect Argentina. Directly comparable as a peer association, but operates globally rather than Argentina-only.

Emerging players

• GreenBook: Global research industry platform and media company that has partnered with SAIMO on joint workshops. Comparable in content, community, and event delivery but operates digitally and globally rather than as a national association.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/search?q=%23saimo
• LinkedInlinkedin.com/company/saimo---sociedad-argentina-de-investigadores-de-marketing-y-opini-n-

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SAIMO