Clode, who is originally from Southland and can speak, read and write Mandarin fluently, founded market research agency The Solution to help companies engage with Chinese consumers in more detail.
By shadowing families, gamers, young professionals and mums – and even sleeping on their floors – he helps brands understand the roles individuals play in their households and in society.
Over the years, he has worked with the likes of Disneyland, McDonald’s, Land Rover, Bose and Budweiser.
Being an outsider meant people were more willing to speak with him frankly because their comments wouldn't negatively impact their image, Clode said.
He found many mothers he shadowed spoke freely of the pressures of being young parents.