Elvys Nunes, Global Head of Category Insights & Analytics at Reckitt, talks of embedding local markets in global strategies, AI’s impact on insights, and lessons from working worldwide.

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.