Insights from Elsewhere

Cynthia Portugal
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“Insights from Elsewhere,” is a podcast by Insight Platforms. Hosted by Cynthia Portugal, it digs into the world of research and insights beyond the big markets of North America and Western Europe. There’s a world of innovation in LatAm, Africa, Asia and elsewhere. This podcast brings it the attention it deserves. Tune in to learn about creative ways research and insights professionals are doing research; smart approaches to technology and AI; and clever ways to influence the people back at global HQ.

  1. Episode 13: Dave McCaughan, Founder of Bibliosexual - THAILAND

    9H AGO

    Episode 13: Dave McCaughan, Founder of Bibliosexual - THAILAND

    In this episode of Insights from Elsewhere, Cynthia Portugal speaks with Dave McCaughan, Sydney-born and Bangkok-based, about what it really takes to understand Asia beyond stereotypes and surface-level “localisation.”  Drawing on three decades of experience across Asia-Pacific in senior roles at McCann, Dave shares how he became a cultural translator for global brands: helping teams grasp the region’s deep differences in geography, religion, everyday habits, and even the sports preferences. The conversation also explores why marketers should focus on people, not consumers and how AI and large language models could finally help insights teams synthesize knowledge at scale, turning accumulated learning into action instead of letting it sit in silos. Episode Highlights: Dave’s unconventional route into insights: from children’s librarian to global strategy and research leadershipTranslating Asia for western HQs: why “one campaign for the region” often fails (and what to do instead)The “rice” story: using small cultural details to explain big differences that shape brand decisionsMarket research vs. insight: why most “insights” are just interesting findings—and what a real insight feels likePeople, not consumers: why the best brands win by understanding human motivations beyond category behaviorAI’s real promise: synthesizing learning across reports, markets, and sources to uncover patterns that move strategyAbout the Guest Dave McCaughan is a Bangkok-based independent consultant with decades of experience across Asia-Pacific in strategic planning, cultural analysis, and brand research. Dave has also contributed to the insights industry through professional initiatives and speaking, and is known for his provocative, practical take on what “real insight” looks like and how AI can help the industry move beyond repetitive, siloed research. Glaut is the only AI-native software designed specifically for Market Research Agencies. They pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. The Insights from Elsewhere podcast is supported by: Glaut is the only AI-native software designed specifically for Market Research Agencies. We pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. Find out more about Glaut.

    1h 4m
  2. Episode 12: Irina Mukhametova, Advanced Nutrition Category Director at RG Brands - KAZAKHSTAN

    MAR 11

    Episode 12: Irina Mukhametova, Advanced Nutrition Category Director at RG Brands - KAZAKHSTAN

    In this episode of Insights from Elsewhere, we talk to Irina Mukhametova, Advanced Nutrition Category Director for RG Brands in Kazakhstan. She brings her vast experience in various marketing and insights ecosystems in Central Asia, Caucasus, Russia, China and Mongolia. Episode Highlights: Why research investment is growing: as markets consolidate and the “cost of mistakes” rises, brands are pushed to test more before launching.Why Central Asia can’t be treated as “one market”: language, religion, values, and local occasions vary sharply by country.Research nuance in practice: Kazakhstan’s polite “it’s ok” can mean rejection. Kyrgyzstan tends to be more direct. In Uzbekistan men often drive purchase decisions. And many other must know behaviours  before investing in the region.What HQs often get wrong: reusing Russia-based strategies/ads across the region and missing cultural red lines (even small creative details can backfire).The reality of data availability: strong coverage in some markets (e.g., Kazakhstan) but major gaps elsewhere, making sizing and deep dives difficult.AI as a necessity (not a buzzword): used to combine imperfect sources (sales + syndicated + other inputs) and move faster under tight budgets and high ROI pressure.About the Guest: Irina Mukhametova is the Advanced Nutrition Category Director at RG Brands (now part of PepsiCo) in Kazakhstan.  With 20+ years spanning marketing, research, brand strategy, and growth across emerging markets. She has led insights work across Central Asia, the Caucasus, Russia, China, and Mongolia. She brings a pragmatic, business-driven view of how research and AI help reduce risk and drive growth in complex, fast-changing markets. Glaut is the only AI-native software designed specifically for Market Research Agencies. They pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. The Insights from Elsewhere podcast is supported by: Glaut is the only AI-native software designed specifically for Market Research Agencies. We pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. Find out more about Glaut.

    45 min
  3. Episode 11: Soufiane Alkhatiri, VP of Moroccan Federation of Advertisers (GAM) – MOROCCO

    12/01/2025

    Episode 11: Soufiane Alkhatiri, VP of Moroccan Federation of Advertisers (GAM) – MOROCCO

    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. Glaut is the only AI-native software designed specifically for Market Research Agencies. They pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. The Insights from Elsewhere podcast is supported by: Glaut is the only AI-native software designed specifically for Market Research Agencies. We pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. Find out more about Glaut.

    54 min
  4. Episode 10: Elvys Nunes, Global Head of Category Insights and Analytics at Reckitt - UK/GLOBAL

    11/17/2025

    Episode 10: Elvys Nunes, Global Head of Category Insights and Analytics at Reckitt - UK/GLOBAL

    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. Glaut is the only AI-native software designed specifically for Market Research Agencies. They pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. The Insights from Elsewhere podcast is supported by: Glaut is the only AI-native software designed specifically for Market Research Agencies. We pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. Find out more about Glaut.

    48 min
  5. Episode 9: Sheila Akinnusi, Executive Head of Group Market Research at Nedbank - SOUTH AFRICA

    10/27/2025

    Episode 9: Sheila Akinnusi, Executive Head of Group Market Research at Nedbank - SOUTH AFRICA

    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. Glaut is the only AI-native software designed specifically for Market Research Agencies. They pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. The Insights from Elsewhere podcast is supported by: Glaut is the only AI-native software designed specifically for Market Research Agencies. We pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. Find out more about Glaut.

    48 min
  6. Episode 8: Agnieszka Górnicka & Paul Gebara, Inquiry International - POLAND

    10/22/2025

    Episode 8: Agnieszka Górnicka & Paul Gebara, Inquiry International - POLAND

    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. Glaut is the only AI-native software designed specifically for Market Research Agencies. They pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. The Insights from Elsewhere podcast is supported by: Glaut is the only AI-native software designed specifically for Market Research Agencies. We pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. Find out more about Glaut.

    46 min
  7. Episode 7: Madoka Suganuma, Independent Qualitative Researcher - JAPAN

    09/19/2025

    Episode 7: Madoka Suganuma, Independent Qualitative Researcher - JAPAN

    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. Glaut is the only AI-native software designed specifically for Market Research Agencies. They pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. The Insights from Elsewhere podcast is supported by: Glaut is the only AI-native software designed specifically for Market Research Agencies. We pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. Find out more about Glaut.

    32 min
  8. Episode 6: Sami Wong, Founder & Managing Director at 3Drips Psychology, Research & Consulting - CHINA

    09/05/2025

    Episode 6: Sami Wong, Founder & Managing Director at 3Drips Psychology, Research & Consulting - CHINA

    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. Glaut is the only AI-native software designed specifically for Market Research Agencies. They pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. The Insights from Elsewhere podcast is supported by: Glaut is the only AI-native software designed specifically for Market Research Agencies. We pioneered “AIMI” (AI-moderated interviews), a new research method. With Glaut, you can design the study, collect data, and analyze everything using the Analysis Suite. Find out more about Glaut.

    47 min
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About

“Insights from Elsewhere,” is a podcast by Insight Platforms. Hosted by Cynthia Portugal, it digs into the world of research and insights beyond the big markets of North America and Western Europe. There’s a world of innovation in LatAm, Africa, Asia and elsewhere. This podcast brings it the attention it deserves. Tune in to learn about creative ways research and insights professionals are doing research; smart approaches to technology and AI; and clever ways to influence the people back at global HQ.

Information

  • Creator
    Cynthia Portugal
  • Years Active
    2025 - 2026
  • Episodes
    13
  • Rating
    Clean
  • Copyright
    © 2026 Insights from Elsewhere
  • Show Website
    Insights from Elsewhere