Anthropologist Marcela Ospina Salcedo (www.marcelaospina.com) specialises in helping brands understand consumers from a cultural viewpoint. By using ethnography and drawing from neuropsychological principles, she advises on developing marketing plans, launching new products, and innovating communications strategies. She has a MA in sociology from Wits and eight years' experience doing ethnography and qualitative research in South Africa, South America and other African countries. She currently works at Aquaonline as a strategist. Email moc.anipsoalecram@em, and follow @marcela_ospina.