Great write-up!! The immersive approach is refreshing yet so obvious only in hindsight. Being a good listener and open-minded often pays off in personal life and it is also valuable for market researches. Western technology companies often fail to internalize and appreciate the subtleties of local markets and lose out the whole competition because of small things, and the lack of patience to take the aforementioned approach. While sometimes traditional enterprises have more successes. I think the culprit lies in the inherent fast pace of successful technology companies; in this case, more of a curse for them. Great tech companies innovate fast because the technology underneath is; and localization done right can be very slow, almost an antithesis to how tech companies operate.