My career of 11 years has centered around understanding people – their motivations, aspirations and fears! I have worked as an independent researcher and project consultant as well as an Innovation Specialist and Project Director on global projects related to people as consumers in a marketplace. For 11 years I worked with Nielsen (now called NielsenIQ), a global marketing research firm, in a variety of capacities. My professional homebase is now Basel, Switzerland. My first publication with Social Publishers Foundation is based on a personal research project I designed and conducted in Jodhpur city in Rajasthan, India, my birthplace.