Marcela Ospina Salcedo is an anthropologist who helps brands understand their consumers from a cultural viewpoint. By using ethnography and drawing from neuropsychological principles, she advises clients how to develop their marketing plans, launch new products, and innovate their communications strategies.

She holds a Masters in sociology from University of Witwatersrand and has eight years of experience doing ethnography and, more recently, developing digital strategies for brands in South Africa, South America, and other African countries.

Her entrepreneurial spirit led her to start her own business, I for Instinct, in 2009. The company's primary but not exclusive focus is on gathering B2B and consumer insights, which are practically used in innovation processes within companies. In the last three years, she has specialised in understanding digital and mobile behaviours, so the majority of her clients are well-known in the telecommunications industry.

She currently works at Aquaonline as a strategist, but her role extends to doing cultural intelligence for brands, and how they interact with consumers' segments in the digital and mobile space.

Marcela's main interest at the moment is to understand how offline social networks operate, and possibly influence online behaviours, or vice-versa. Content upload and behaviour conversion in the online and mobile space are of key importance to her research work, which are aspects she explores when developing digital strategies.

Email her at , follow @marcela_ospina on Twitter and read more at www.marcelaospina.com.