We sat down with Joanna Brassett, Founding Director of intO – an innovation consultancy that works across the world developing strategies for companies like Uber, Skyscanner and Nike. In this episode, Joanna explains what cultural context in research is and how it can help us understand socio-cultural trends that are relevant, that influence business in the future and improve user experiences. We hope you enjoy our chat and if you want to see our faces, watch on our Youtube Channel @futurelondonacademy.