I am a social science researcher generating evidence and insight to understand inclusive markets and related socioeconomic processes, with a primary focus on inclusive innovation and entrepreneurship. My work identifies place-specific conditions that drive behavioural patterns among consumers, entrepreneurs, and other market actors, and examines how these patterns produce differential market outcomes, from technology adoption to market opportunity. I examine financial inclusion through two complementary lines of research: how place and socioeconomic conditions shape affordability perceptions and consumer behaviour, and how entrepreneurs’ structural positions within value chains shape their ability to participate and grow in underserved markets across industry, academic and policy platforms.