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Principal strategist

Anni Ojajärvi

Anni is a customer-centric business developer and she helps clients create meaningful futures by combining holistic human insights, scenario work, and foresight. Recognizing emerging trends, customers’ unmet needs, and understanding true lived experiences of consumers, Anni develops strategies that help clients create customer value for the future.


Anni has a Ph.D. in sociology and has specialized in ethnography both in academia and in business. She has helped leading international companies make sense of the future customer and worked across many sectors, including technology, health, finance, and FMCG. Her expertise is combining applied social sciences to strategy building, service design, branding, and organizational change. She helps companies make strategies more adaptive, open and customer-centric.


Anni has true passion for human understanding and she has founded an association called Humans (Human Sciences in Strategy) to promote discussion and cultivate the use of applied human sciences in strategy work and to create a community of professionals. She is a yogi and loves to spend time with books - or discussing with friends about good books. 


+358 50 570 4765


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