Tricia is a global tech ethnographer who researches how technology makes us human. As a sociologist, she uses immersive ethnography to create socially & commercially relevant insights about how people use digital tools in their everyday lives. Companies turn to her for applying cultural knowledge to develop compelling experiences around services & products for users. Her work has been funded by numerous grants, including ones from the National Science Foundation, UC Institute for Mexico and US, and Fulbright. She is currently writing a book about the internet and social change in China. She is a frequent speaker at digital, design, and finance industry events.