Siamack Salari is a leading expert in ethnographic research, with more than 25 years’ experience pioneering developments in the field. Besides running in-house research units at several international ad agencies, his career has seen him found successful research businesses, and develop the world’s first mobile ethnographic research app. Siamack works for Mars Inc. as a contractor with the Catalyst Team, a cross-sectoral think tank based in Geneva. He also lectures in observational research at leading universities in the UK, France and India, and is a visiting fellow at King’s College London’s Department of Management. His latest initiative, noteverydaylife, started out as a small experiment which has now become the largest crowdsourced, not for profit exploration of everyday life, the qualitative research world has ever seen.