In global research, the notion of 'culture' often extends no further than 'understanding the quirks of a local market'. Yet it can be an inspiring and effective tool for developing brand strategy and innovation, especially when combined with more consumer centric methods. Market researchers are ideally placed to develop strong frameworks for cultural analysis and integrate this into their work with powerful impact, thus making cultural insight an important part of the qualitative toolkit.
Technology has revolutionised the way we work. Personal computing freed us from the restraints of the mainframe. Mobile phones have made the iconic British red phone box a rarity. The mobile Internet means we are no longer tied to our desks to access the information vital to our day-to-day work. Nokia is the world leader in mobility, driving the transformation and growth of the converging Internet and communications industries. This presentation examines mobility and how anytime anywhere access to all the Web has to offer is shaping 'The Future of Work'.