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.

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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.

In this double-feature episode, Cynthia Portugal talks with Agnieszka Górnicka, founder of Inquiry International in Poland, and Paul Gebara, the company’s UK and International Senior Representative with a rich global background.

Together, they explore the nuances of market research across Central and Eastern Europe, unpacking the region’s distinctive challenges and the wealth of untapped opportunities in markets like Poland, the Czech Republic, and Hungary.

They highlight the region’s remarkable economic growth—with Poland described as a “hidden secret”—and discuss how global companies often overlook these vibrant markets at their own risk.

The conversation also turns to AI in research, covering its growing integration, advantages, and limitations—while underscoring the irreplaceable role of human insight in guiding AI-driven approaches in such dynamic environments.

Tune in to discover why skipping these emerging markets could be one of the biggest missed opportunities for global businesses.

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,' host Cynthia Portugal interviews Madoka Suganuma, an independent qualitative market researcher based in Japan.

The conversation covers Madoka's journey across multiple cultures, her specialization in FMCG, and the nuances of Japanese consumer behavior.

Madoka talks about Japan's challenges and opportunities, the impact of an aging population on consumer trends, and the importance of localization in research.

Learn about the role of AI in market insights and how emotional support robots are gaining traction in Japan.

Madoka Suganuma emphasizes adaptability and curiosity as crucial traits for upcoming market researchers.

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, Cynthia Portugal interviews Sami Wong, Founder and Managing Director of 3Drips Psychology, Research and Consultancy, based in Beijing, China.

Sami shares her journey in market research, the importance of psychological understanding in consumer insights and the significance of emotional value in the Chinese market.

She talks about the challenges and opportunities of conducting market research in China, emphasizing the complexities due to cultural and linguistic diversity.

Additionally. Sami highlights the need for AI tools and research platforms to understand China's unique linguistic 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,' host Cynthia Portugal talks to Constanza Cilley, Executive Director for Voices! Research & Consultancy in Buenos Aires, Argentina.

Constanza, with over 20 years of experience in social and market research, shares her journey from aspiring lawyer to becoming a leading figure in the market research industry in Latam.

She talks about the unique challenges and opportunities in the Argentine market research landscape, including economic instability, cultural nuances, and technological reach.

The conversation emphasizes the importance of local input, the value of triangulation in research methodologies, and the promising role of AI in enhancing research processes.

Constanza also highlights the significance of community and professional associations in the market research field.

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.

On this episode of the Insights From Elsewhere Podcast, we dive deep into the world of market research in Central America. Host Cynthia Portugal is joined by Stephanie Vincent, an executive vice president at Harmon Research Group and a 2025 Greenbook Future List Honoree.

Stephanie, based in Costa Rica, shares her journey in insights, from her early roles at companies like BAT, Philip Morris, and Mondelez to her current work. She offers an insider's look into the unique challenges and opportunities of conducting research in the region, including the evolving role of AI and other technologies.

You'll also hear powerful stories about cultural misunderstandings between international headquarters and local marketers—and how these missteps can cause companies to miss out on key opportunities.

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.