Central Asia insights with Irina Mukhametova: culture, data gaps, and how AI is reshaping research and FMCG decisions.

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.