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 context, experienced moderators play a crucial role in interpreting cultural and linguistic nuances — especially in a country where internet access is uneven and trust is often built face-to-face.

Although he works heavily with analytics, Soufiane is a strong believer in qualitative insight to uncover the “stories behind the numbers.

He is optimistic about AI improving speed and efficiency. But he reminds us that AI can’t replace the human ability to understand emotions, context, and culture, specially in diverse territories.

His core message is simple and powerful:
In Morocco, culture isn’t an accessory — it’s the strategy.

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