Mujtaba is an anthropologist by training and a seasoned innovation consultant, working mainly with tech clients including Apple, Instagram, Meta Reality Labs and Google. Passionate about the power of ethnography, he has led fieldwork trips from LA to Tokyo and everywhere in between. His expertise lies in surfacing deep and actionable insights, designing research that engages and involves stakeholders, developing frameworks and telling compelling stories. Lately, he has specialized in using AI not to speed up research, but to dive deeper into the human side of it. When not nerding out over ethnography, you’ll find him lost in YouTube rabbit holes, training in Muay Thai and boxing, writing his newsletter and dabbling in poetry.