To be consistently innovative is to be analytical, sensitive, and creative.
We explore transformative ways to rearticulate industry and category boundaries from a human perspective.
Human worlds matter to great companies.
Growth is a reward for inventing unique ways to address human needs and desires. This is why our team of social scientists, strategists, and technologists relentlessly explores value creation opportunities in everyday lives and cultures around the globe.
Quality is everything.
That’s why our projects are led by senior strategists who commit to each assignment for as long as needed to achieve success.
Markets are made up of real people.
We explore human worlds to rearticulate industry and category boundaries.
Successful growth strategies start with a deep understanding of what is valuable to people in a given social and cultural context.
We help companies craft a unique way of seeing their market and find opportunities for continuous value creation. Our work translates into concrete growth platforms that energize organizations.
We define energizing missions for great brands, to spark enthusiasm and provide meaning.
Great brands aren’t static—they evolve with the times. The way we see it, the best brands continuously produce and reproduce aspirational culture. They both capture and shape the zeitgeist.
Our foundational research always goes beyond the obvious, uncovering the most powerful phenomena shaping our clients’ business environments.
We are driven by curiosity, proud of our ethnographic and culture studies roots, and always on the lookout for the most challenging insights projects. In addition to normal client work, we also partner with advertising and design agencies, and sometimes even with our competitors, as long as the work is intellectually rewarding.
We explore what’s next for businesses by making sense of how the greatest technological and societal shifts of our time will shape the way we live.
But we don’t just study the future—we also provide our clients with a nuanced understanding of their attractive future prospects and the possible paths they can take to achieve them. At the end of the day, running a great company is all about creating the future.
We don’t see ourselves as social scientists, business strategists, or designers but as a group of inspired thinkers unrestricted by dogma.
Johannes is Gemic’s co-founder and Managing Partner. Working at the intersection of business strategy and cultural analysis, he advises several global corporations on innovation, strategy…
+358 50 355 7001
Johannes is Gemic’s co-founder and Managing Partner. Working at the intersection of business strategy and cultural analysis, he advises several global corporations on innovation, strategy, and human centricity. In addition to leading development projects within the consumer technology, automotive, fashion, and FMCG sectors, Johannes also heads up Gemic’s client relations.
Always a believer in the power of revolutionary ideas, Johannes is a fan of mid twentieth-century French post-structuralist thinkers and early twentieth-century Russian avant-garde artists. To keep himself grounded despite traveling the globe for work, he spends most of his holidays cross-country skiing in the Arctic.
Prior to co-founding Gemic, Johannes worked in corporate strategy and online business development at Sanoma, a European media conglomerate. He’s also worked at the innovation consultancy ReD Associates in Copenhagen.
Johannes holds a Master’s degree in business and culture studies from Copenhagen Business School and has also studied at the Indian Institute of Management in Ahmedabad. He’s always up for a good conversation, so feel free to drop him a line!
As one of Gemic’s co-founders, Sakari leads innovation projects for technology-driven companies like Microsoft and Kone, with a particular focus on product and service development, brand strategy…
+358 50 361 4650
As one of Gemic’s co-founders, Sakari leads innovation projects for technology-driven companies like Microsoft and Kone, with a particular focus on product and service development, brand strategy, and future studies. In addition, he is in charge of developing the methods and processes Gemic uses to generate deep and actionable human knowledge.
Sakari’s favorite projects are those that push thinking to an ideal place where humanity and technology coincide. He has devoted the majority of his career to making sense of this theme.
Sakari has published numerous books and articles on social theory and product and service development. He’s also spent over ten years teaching businesses and students at Helsinki’s Aalto University how to embed human insights into corporate development processes.
Sakari holds a PhD in social psychology and anthropology from the University of Helsinki and a Pre-Doctoral degree in user-centric design from the Aalto University School of Engineering.
Otto has an extensive background in corporate strategy, marketing and brand strategy, and ethnographic research. During his career, he has helped numerous category-leading companies to rethink…
+358 44 537 0705
Otto has an extensive background in corporate strategy, marketing and brand strategy, and ethnographic research. During his career, he has helped numerous category-leading companies to rethink and reposition their offerings through a deep and meaningful customer understanding.
Dividing his time between Gemic’s Helsinki and New York offices, Otto currently works with a handful of iconic global brands, including Audi, Braun, and Gillette.
Before Gemic, Otto worked at the innovation consultancy ReD Associates in Copenhagen and New York. Prior to consulting, he headed the corporate strategy team at Sanoma, a European media conglomerate, in Amsterdam. He also belongs to the club of failed online news entrepreneurs.
Otto holds a Master’s degree in political economy from the London School of Economics and a first-class Bachelor’s in political science from the University of York (UK).
Leading the US operations of Gemic, Kevin is passionate about bringing Gemic’s unique approach to the US market, and helping US companies to grow, innovate and remain competitive…
+1 212 203 7725
Leading the US operations of Gemic, Kevin is passionate about bringing Gemic’s unique approach to the US market, and helping US companies to grow, innovate and remain competitive in an increasingly challenging global marketplace. Working with some of the biggest companies in the world, Kevin is responsible for client development, strategy and growing Gemic’s team in the US.
Prior to his work with Gemic, Kevin spent almost a decade helping US companies to expand their markets internationally. He holds a Bachelor’s Degree in Business Studies from Trinity College Dublin, as well as a Masters in International Business Administration from Copenhagen Business School, and has also studied in France, Belgium and Sweden.
Mikko has 15 years of experience in corporate strategy, M&A, business design, and corporate planning systems. He connects financial modeling and simulation with deep human insight…
+358 50 569 9656
Mikko has 15 years of experience in corporate strategy, M&A, business design, and corporate planning systems. He connects financial modeling and simulation with deep human insight, and gets the biggest thrills from recognizing and empirically testing new business opportunities. Mikko’s work often aims at creating full Go/No-go analyses for new growth opportunities, to satisfy the needs of the most demanding business executives.
As a consultant, Mikko has been leading projects across a variety of industries, including media, healthcare, construction, insurance, energy, technology, aviation, logistics, and music. Mikko has taught a strategy course at the Aalto University School of Business, and is a strategy coach at the Aalto University Executive Education.
Before joining Gemic, Mikko was a Partner at Palmu, one of Europe’s leading service design agencies. Prior to consulting, he headed the strategic planning team at OP, Finland’s biggest financial group, and he has also worked at Nokia’s global M&A team.
Mikko holds a Master’s degree in Finance from the Aalto University School of Business, and a Master’s degree in Theology from Helsinki University.
Martyn brings together business strategy, innovation, branding, and design. With a focus on developing meaningful brands, products, and services, Martyn has helped scores of companies…
Martyn brings together business strategy, innovation, branding, and design. With a focus on developing meaningful brands, products, and services, Martyn has helped scores of companies in the technology and FMCG sectors soar, leading global insight and strategy for clients including Microsoft, Hewlett Packard, Procter & Gamble, Unilever, Nestle, Bacardi Martini, and Activision Blizzard.
Growing up in the midst of South Africa’s transition to democracy, he became fascinated by how human understanding can be instrumental in transcending power narratives and deep social divides. And he never ceases to be amazed by the unifying effect of beer, braai, and boerewors.
After starting his career at the Brand Union in Johannesburg, he held senior roles at Designboard Brussels and 1HQ London before joining Gemic in Helsinki.
Martyn holds a Master’s degree in strategic product design from TU Delft, Netherlands, and a post-graduate degree in business administration from WITS, South Africa.
Eelis runs all aspects of Gemic’s operations, ensuring the rest of the team can concentrate on what they do best. Before assuming his current role, Eelis was an ethnographer and consultant, focusing…
Eelis runs all aspects of Gemic’s operations, ensuring the rest of the team can concentrate on what they do best. Before assuming his current role, Eelis was an ethnographer and consultant, focusing on brand strategy and concept development.
Born in Finland to Vietnamese parents, Eelis learned first-hand the value and meaning in deeply rooted cultural customs. From a very early age, he has been curious about people, asking why they do what they do, and how their environments influence their thoughts and behaviors.
At Gemic, Eelis has used that innate curiosity to get results for a number of global brands. He has worked on creating new business for Procter & Gamble, and built deep consumer insights and value propositions for clients ranging from confectionery producers to hardware stores.
Eelis holds a Master’s degree in political science from the University of Helsinki.
Through semiotics, Charles goes beyond what consumers can articulate in an in-home interview or focus group to uncover the hidden cultural influences that shape our relationships with brands…
Through semiotics, Charles goes beyond what consumers can articulate in an in-home interview or focus group to uncover the hidden cultural influences that shape our relationships with brands. He uses these deep insights to create unique and compelling solutions for brands.
Working for such clients as P&G, Fiskars, Fazer and Arla, Charles has used semiotics to address briefs as varied as decoding the meaning of gardening in the UK to creating a new snack brand via uncovering the emergent meanings of food and travel. Before Gemic, Charles headed up the semiotics offer at 1HQ London.
Charles is currently writing a book that delves into the very epicenter of contemporary life through exploring our relationship with our phones.
Charles ventures beyond the semiotician’s armchair during his travels to immerse himself directly in the lives of others. He explores his interest in visual anthropology via ethnographic film and photography in exotic locales.
Benjamin is an ethnographer and innovation consultant with profound experience in the consumer electronics, pharmaceutical, FMCG, and cultural sector…
Benjamin is an ethnographer and innovation consultant with profound experience in the consumer electronics, pharmaceutical, FMCG, and cultural sector. He truly enjoys immersing himself in the worlds of consumers, patients, health care professionals, or audiences to gain insights into their real lives, desires, and challenges. Based on such insights Benjamin has helped a range of institutions rethink their offerings or even identities – from market-leading manufacturers of smart phones, toys, or cosmetics to modern art museums.
Benjamin is a passionate pianist, drummer, singer, and composer. Living in his home city, Berlin, he tries to both absorb and contribute to its vibrant cultural scene as much as possible.
Before Gemic, Benjamin worked at the innovation consultancy ReD Associates in Copenhagen, New York, and London.
Benjamin holds a degree in Communication & Cultural Management from Zeppelin University.
Alex works at the intersection of Applied Social Theory and Economics to help global companies leverage complex cultural shifts. He draws from experience in 40+ countries and combines…
Alex works at the intersection of Applied Social Theory and Economics to help global companies leverage complex cultural shifts. He draws from experience in 40+ countries and combines quantitative with ethnographic methodologies to design game-changing initiatives. As a business strategist, he has experience crafting innovation and strategy agendas for Fortune 100 clients in the Automotive, Human-Machine Interaction, Energy, and FMCG sectors.
Growing up in Mexico City, Alex experienced firsthand the forces acting on a country in transition and became fascinated by the developing world. Prior to joining Gemic, he worked as an independent consultant for the innovation consultancy ReD Associates and as a Columbia Fifth Year Global Fellow doing multi-site research in conflict areas in Pakistan, Papua New Guinea, Brazil, and Mexico.
Alex holds an Honors Bachelors degree in Economics and Anthropology from Columbia University and has also completed studies in Anthropology, Politics, and Economics at the Università degli Studi di Bologna. To stay sharp, he takes regular breaks from the world of humans to dive with and photograph sharks.
Anni is an ethnographer and consultant. She has extensive experience in qualitative methods as well as quantitative surveys. Her professional experience and academic background combine scholarly insight…
Anni is an ethnographer and consultant. She has extensive experience in qualitative methods as well as quantitative surveys. Her professional experience and academic background combine scholarly insight into effective product and service development.
For Anni, social science is both a way of life and a means of seeing things from multiple perspectives. Out of her various skills, ethnographic fieldwork is the closest to her heart, and she is excited to uncover how social, cultural, and institutional practices and routines shape our everyday consumption and behavior.
Before joining Gemic, Anni worked as a university lecturer in the School of Health Sciences at Tampere University and as a researcher at Youth Research Network. She has also analyzed surveys at the Finnish National Board of Education and at the National Research and Development Centre for Welfare and Health. She has extensive experience teaching qualitative methods, sociology, youth studies, and health sciences at various universities.
Anni holds a PhD in sociology from the University of Helsinki, for which she conducted ethnographic research among conscripts to open up new social and cultural perspectives on health.
Jere is an ethnographer and consultant with a particular focus on consumer products and service development. He has built deep and meaningful consumer and market insights and…
Jere is an ethnographer and consultant with a particular focus on consumer products and service development. He has built deep and meaningful consumer and market insights and value propositions in industries ranging from gardening to telecom and banking to café.
Prior to joining Gemic, Jere worked in fields as diverse as construction, nursing, and diplomacy, gaining hands-on experience along the way.
Wherever he may be in the world, Jere starts many of his days with a morning run, taking in the vibe of the local people and environment.
Jere holds a Master’s degree in international relations from the London School of Economics.
Jiakun is an ethnographer and brand experience designer with extensive research experience in China. His expertise traverses brand strategy, digital user experience design, and…
Jiakun is an ethnographer and brand experience designer with extensive research experience in China. His expertise traverses brand strategy, digital user experience design, and service innovation.
Besides being a consultant, Jiakun is a new media and performing artist. His video artworks have been exhibited in Shanghai, Berlin, and Amsterdam. In his work, Jiakun constantly questions the boundary between artificial design and natural existence. Jiakun is also a semi-professional singer, and he is constantly seeking new stages on which to perform.
Before joining Gemic, Jiakun worked at the innovation and design consultancy Continuum in Shanghai and as a freelance service and branding designer helping European clients like ABB, Stora Enso, and Outotec create meaningful and brand-boosting service innovations.
Jiakun holds a Master’s degree in design strategy from Tongji University in Shanghai and a Master’s degree in international design business management from Aalto University in Helsinki.
Liubava is an ethnographer and cultural anthropologist. Her research focuses on the culture of consumption, and she has extensive experience in science and technology studies and ethnographic methods…
Liubava is an ethnographer and cultural anthropologist. Her research focuses on the culture of consumption, and she has extensive experience in science and technology studies and ethnographic methods.
For Liubava, cultural anthropology is not just a profession, it’s a calling. As she hails from Russia, the roots of her interest in Russian consumption culture run deep. Her interest in issues related to old age and usability was sparked during her studies in St. Petersburg.
Prior to joining Gemic, Liubava worked as a freelance ethnographer for a number of business anthropology research projects. She has also worked as a consultant for various non-governmental organizations and as a researcher for the Center of Science and Technology Studies at the European University at St. Petersburg. Liubava has also taught the sociology of culture at St. Petersburg State University.
Liubava holds three Master’s degrees with distinction, one in the philosophy of culture, one in comparative sociology, and one in cultural anthropology.