Dave McCaughan on “translating” Asia for global brands, what real insight is, and where AI can take research next.

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 leadership
• Translating 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 decisions
• Market research vs. insight: why most “insights” are just interesting findings—and what a real insight feels like
• People, not consumers: why the best brands win by understanding human motivations beyond category behavior
• AI’s real promise: synthesizing learning across reports, markets, and sources to uncover patterns that move strategy

About 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.