In this episode of Insights from Elsewhere, we talk to Soufiane Alkhatiri, VP of the Moroccan Federation of Advertisers (GAM), about what truly shapes consumer understanding in Morocco and North Africa.

Soufiane explains that the country brings a mix of tradition, modernity, regional differences, and multiple dialects making real insights dependent on people who know how to listen.

In this context, experienced moderators play a crucial role in interpreting cultural and linguistic nuances — especially in a country where internet access is uneven and trust is often built face-to-face.

Although he works heavily with analytics, Soufiane is a strong believer in qualitative insight to uncover the “stories behind the numbers.

He is optimistic about AI improving speed and efficiency. But he reminds us that AI can’t replace the human ability to understand emotions, context, and culture, specially in diverse territories.

His core message is simple and powerful:
In Morocco, culture isn’t an accessory — it’s the strategy.

The Insights from Elsewhere podcast is supported by:
Conveo uses AI to conduct hundreds of in-depth voice interviews, analyse the data and provide insights within days.

Find out more about Conveo.

In this episode, we talk to Elvys Nunes, who may be based in London, but his insights definitely come from everywhere else.

As Global Head of Category Insights and Analytics at Reckitt, Elvys shares how he bridges global strategy with local reality, partnering with consultancies like BCG and local teams to keep data grounded in real consumer context.

He talks about the global mindset of optimization — stretching budgets, streamlining research, and maximizing impact without losing empathy or depth.

Elvys also revealed how Reckitt is using AI to drive innovation, including the creation of custom-built AI tools that make research faster, smarter, and more contextual.

He closed with five pieces of advice for people entering the field.

“You can’t build a truly global strategy if you don’t understand what makes people local. Data gives you the patterns, but empathy gives you the meaning.” - Elvys Nunes.

Just as the conversation wraps up, Cynthia’s cat Yakissoba decided to contribute her own meow-take on global insights. Apparently, she strongly agrees with Elvys on the importance of local nuances.

The Insights from Elsewhere podcast is supported by:
Conveo uses AI to conduct hundreds of in-depth voice interviews, analyse the data and provide insights within days.

Find out more about Conveo.

In this episode of Insights from Elsewhere, we travel to South Africa to meet Sheila Akinnusi, the Executive Head of Group Market Research at Nedbank. Sheila has been redefining what it means to connect business decisions with deep human insight — in one of the world’s most diverse markets.

Sheila shares how South Africa’s cultural richness, diversity, and expressiveness shape the insights landscape. With 12 official languages, distinct regional nuances, and vibrant traditions, understanding the South African consumer requires more than data — it demands empathy, curiosity, and cultural intelligence.

Despite experimenting with the lates research technologies, like AI chatbots, metaverse studies, and synthetic panels, Sheila insists that human intuition still leads the way and qualitative research remains at the heart of insight.

“AI can analyse at scale, but intuition and empathy are still our superpowers.” - Sheila Akinnusi, Nedbank - South Africa.

The Insights from Elsewhere podcast is supported by:
Conveo uses AI to conduct hundreds of in-depth voice interviews, analyse the data and provide insights within days.

Find out more about Conveo.