Dr Jennifer Barth is an experienced ethnographer and social researcher. Her work is informed by empirical research on the intersections of emerging technologies and socioeconomic change. She provides companies with thought leadership and media engagement opportunities on global issues impacting and shaping our current and future socio-cultural lives. Her current research focuses on the human impact of artificial intelligence (AI) through fieldwork experiments with IBM Watson and other providers, leading Digital Transformation research for Microsoft, Reinventing Loyalty with Adobe, and developing the Science of Common Ground for Heineken’s award-winning Open your World campaign. She is skilled at research design, qualitative research and analysis, quantitative analysis, new methods using emerging technologies and working with people to bring to life the stories behind numbers.Other areas of experience (and deep interest) include understanding the current state of ethical investment in models such as Fair Trade, Direct Trade and other economic avenues to social change. This interest stems from her DPhil Thesis in Geography from the University of Oxford in which she looked at ethical coffee markets in Guatemala to understand the experience of economic and social investment for coffee producers.