Insights from Elsewhere

Hyein Yoon from Korea shares how brands can approach Korea and Japan with stronger local insight and cultural context. In this episode of Insights from Elsewhere , Cynthia Portugal speaks with Hyein Yoon, founder of HY Marketing in Seoul .  Hyein works across Korean, Japanese and English speaking markets, helping global brands understand how to enter Korea and Japan with more relevant positioning,...

Rafael Cespedes from Chile discusses research culture, AI, data quality and the future of insights in Latin America. In this episode of Insights from Elsewhere , Cynthia Portugal speaks with Rafael Cespedes, CEO for Provokers in Santiago, Chile . They talk about the realities of market research across Latin America. and Rafa reflects on how culture, contradictions and local context shape consumer...

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 leading Insights 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 c...

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 re...

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,...

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 r...

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 pus...

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 conte...

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 opti...

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 land...

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 oppo...

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 agin...

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 opp...

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...

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...

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 a...

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...

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 B...