Insights from Elsewhere

This episode features Jessica Dua, Senior Qualitative Manager at Cultural Traits in New Delhi, India. She shares her journey into market research and her experience leadingInsights for Impact Award – Qualitative Research 2025 award winning project focused on children in underserved communities in New Delhi. The conversation explores how qualitative methods such as co-creation and ethnography can uncover real behavioral insights, even in complex environments. Jessica also shares the realities of conducting research across India, including regional diversity, digital access gaps, and cultural nuance. The episode highlights how researchers adapt methodologies, balance technology with traditional approaches, and ensure meaningful outcomes for both participants and clients.Episode Highlights:Designing a co-creation study with children to develop practical solutions for learning environmentsManaging research challenges in low literacy and low trust contextsAdapting methodologies to digital constraints such as device access and connectivityUnderstanding India as a set of diverse markets with linguistic, cultural, and climate differencesEvaluating the role of AI in research, including its strengths in efficiency and limits in cultural interpretationBalancing technology adoption with traditional qualitative methods across urban and rural contextsAbout the GuestJessica Dua is a Senior Qualitative Manager at Cultural Traits based in New Delhi, India. She specializes in qualitative research methods including in-depth interviews, ethnography, and online communities. Her work focuses on understanding human behavior and cultural context in the Indian market. She was recognized with the Insights for Impact Award 2026 for a project using research to support social outcomes through co-creation with children.*The Insights for Impact Award is a initiative sponsored by Insight Platforms and Recollective where winner pitches receive resources to conduct an online qualitative research project for a charity, good cause or non-profit organisation.**More details about the project execution are available in the on-demand webinar From Insight to Impact: Co-Creation with Young Minds from New Delhi.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. 

In this episode of Insights from Elsewhere, Cynthia Portugal speaks with Mitali Chowhan, Director General of the Market Research Society of India (MRSI), to explore the realities of market research in India and what global professionals can learn from it.They discuss how India combines rigorous methodological foundations with rapid adoption of new technologies, including AI and mobile-first research. The conversation highlights the importance of demonstrating business impact, navigating client pressures, and maintaining research quality in a fast-changing environment.Mitali also shares practical perspectives on working across cultures, managing complexity in diverse markets, and developing the next generation of researchers—balancing foundational knowledge with modern tools.An experience-driven conversation on where the industry is heading and what must not be lost along the way.Episode Highlights:Why Indian market research emphasizes strong fundamentals like sampling, heterogeneity, and statistical rigor.The challenge of proving business impact and how “impact awards” help shift the narrative.AI in research: where it delivers real efficiency vs. where risks and limitations remain.Cultural and operational nuances of conducting research in India, including language diversity and scale.The tension between shrinking budgets, automation, and maintaining research quality.Talent development: how to attract, train, and retain the next generation of insights professionals.About the GuestMitali Chowhan is the Director General of the Market Research Society of India, based in Mumbai. With nearly four decades of experience across both agency and client-side roles—including leadership positions at TNS and major telecom companies such as Vodafone—she brings a deep understanding of global and local research ecosystems.Her work focuses on elevating the visibility, credibility, and impact of market research, while fostering high standards, responsible innovation, and talent development within the industry.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. 

What does it really mean to be a “global citizen” in insights? In this episode of Insights from Elsewhere, Cynthia Portugal talks with Pratik Sharma, co-founder of Opsonomy. He was born in India and has spent the last 20 years living in Germany while working across Europe, the US, and APAC. Pratik shares what he learned moving between cultures: how language, punctuality, communication styles, and business norms change from market to market, and why assumptions that “what works in the US will work anywhere” often fail. They also explore how localization impacts research quality (from survey translation to cultural context), and where AI helps, or misleads, when it’s trained on predominantly Western examples.Episode Highlights:Why Pratik calls himself a “global citizen” and what moving from India to Germany taught him about culture and workHow small cultural cues (punctuality, directness, formality, “do’s and don’ts”) shape client relationships and project deliveryThe myth of “copy-paste research”: why methods, language, and expectations don’t transfer cleanly across marketsLocalization in practice: translation vs “tropicalization,” cultural references, and avoiding questions that can derail a studyAI and bias: why large language models can feel “off” outside Western contexts and how that may change as inputs diversifyAdvice for newcomers: be bold, experiment, learn globally, and challenge established assumptionsAbout the GuestPratik Sharma is the co-founder of Opsonomy, a consultancy focused on unlocking growth opportunities and improving efficiency across company ecosystems. Born in India and based in Germany for the past two decades, Pratik has worked with global research and business teams across Europe, the United States, and APAC. His experience spans cross-cultural project delivery, client management across markets, and practical guidance on adapting research approaches to local realities.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. 

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 GuestDave 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. 

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. 

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. 

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. 

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. 

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. 

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. 

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. 

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.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. 

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.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. 

In this episode of Insights from Elsewhere, Cynthia Portugal talks to Sushma Panchawati, co-founder of Pre-Data AI in India, about her fascinating journey from robotics engineering to leading insights work across Asia Pacific, Brazil, and beyond.What you'll discover in this episode:Advice for future researchers: Why openness, empathy, and embracing contradictions are critical skills for anyone entering the insights world today.Finding common threads in emerging markets: Hear surprising cultural parallels between markets like India, Kenya, and Brazil — and why these matter when building global strategies.The power of context in research: Why "GenPop" approaches fall flat in diverse countries, and how deep cultural nuances shape truly meaningful insights.AI beyond efficiency: AI as a tool to deepen understanding rather than just speed up processes — and the risks of Western bias in large language models.This conversation challenges the idea of one-size-fits-all research, highlights the dangers of a “single story” narrative, and inspires a new way to think about technology’s role in insights work. 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. 

Nyambura Mambo, Head of Market Research & Customer Insights at Safaricom, shares valuable insights from her extensive career in research and trade across African markets.With over a decade of experience, Nyambura has partnered with leading brands across diverse sectors to decode consumer behavior and uncover market trends. Based in Nairobi, Kenya, she’s recognized for her innovative research approaches and her nuanced understanding of emerging markets—critical qualities when navigating the complex, varied landscapes of the African continent.In this episode, Nyambura discusses some of the most pressing issues facing today’s market researchers:Evolving consumer behavior trends The impact of digital transformation on research methodologiesThe critical role of cultural context in generating meaningful insights across regionsShe also speaks about the challenges of conducting research across multiple African markets, and how AI is increasingly being used to generate faster, deeper insights.Nyambura emphasizes the importance of global teams truly understanding local consumer behaviors and cultural backgrounds in order to build authentic, impactful connections.Note: We experienced a technical glitch and lost her video midway through the episode—but the conversation was too insightful not to share. We kept the audio going, and trust you’ll agree it was worth it.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. 

In the first episode of Insights From Elsewhere, Cynthia Portugal talks to Rosana Martins, the Global Foundational Consumer Strategy Lead for Emerging Markets at Kraft Heinz, based in São Paulo, Brazil.Rosana shares her accidental journey into market research, her extensive experience with major CPG companies, and the unique challenges of conducting research across diverse emerging markets like Brazil, Mexico, Poland, and Turkey.She talks about the importance of understanding local nuances, the integration of new technologies, and the potential impact of AI on market research.Rosana emphasizes the need for customized and multilingual research tools, and her excitement about AI applications in decoding unstructured data and simulating consumer personas.Hear about Rosana's experiences with new research technologies, the significance of AI in market research, and the importance of adapting global tools to local 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.