As a qual researcher in the tech sector, I’ve travelled the globe to meet consumers and understand how my clients can better address their needs. Reciting my anecdotes to family and friends, with only a soupçon of embellishment, I’m often greeted with the faintly amusing, yet all too familiar retort; ‘you really should write a book!’

Whilst I’m under no illusion that my stories of ‘branding in Brazil’ or ‘innovation in India’ are of even the merest significance to most people, I do believe they provide interesting observations to marketing professionals and tech enthusiasts.

When we watch and listen, we learn; the cultural nuances and socio-economic influences we see can often provide the most revealing insights of all.