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.