Ian Chipchase, the author of this book, is called a marketing research special agent. His job is to study the interests and needs of today's consumers in order to identify what will be in demand by them tomorrow: a new service, a design element, a product. Numerous expeditions and research organized by Ian in various countries around the world contributed to the accumulation of enormous experience in the field of collecting and processing information among his team members. They developed unique techniques that helped bring into being dozens of new products and services. This book is both a guide to the world of other cultures and a textbook on marketing research; it will be useful to everyone who wants to learn to see the ordinary from an unexpected point of view, to create successful products and technologies of the future.