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Anna Bäckström

Founder, Business Leader Ph.D., Adjunct Professor of Social Psychology, Finland

Anna Bäckström

About Anna

Anna’s passion is to connect deep psychological understanding and market research in a meaningful and engaging way. She has 20 years of experience in market research, and holds a doctoral degree in social psychology. In 2013, she was nominated as Adjunct Professor of Social Psychology at the University of Helsinki. Her background enables her to combine academic depth, business thinking and strategy into one. She has a long running relationship and work history with impactful brands and companies. Prior to her current company, Anna worked as CEO for Kuulas Helsinki and as Research Director at Kantar TNS.  Anna is always eager to discuss how branding, brand strategy and research can be best combined in the framework of human and cultural understanding. Her positive, empowering and forward-looking presentations are favoured by many business leaders. Anna’s special strength lies in strong skills in both qualitative and quantitative research methods, including academical and market research approaches, and an in-depth knowledge of the human mind and surrounding culture. 

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Europa Hall, 30.11.2018 at 12:30-13:00

Making the Digital Connection in the Era of Flux

Whether you call it the Information Age, the Digital Age or the Era of Flux, there is one defining characteristic that comes up again and again: chaos. What if chaos, volatility and unpredictability don't need to be “dealt with » but are actually the avenue to opportunity and success?

One of the greatest opportunities to meet changing customer expectations lies in physical stores. Stores are becoming more and more relevant in our technology-enabled age, but only when retailers and advertisers succeed in making a relevant and instantly gratifying digital connection with their consumers.

Anna and Ahti will take you to an in-depth journey of changes in consumer behaviour in a digitalised shop environment.

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