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!
Otto has an extensive background in corporate strategy, marketing and brand strategy, and ethnographic research. He has helped numerous category-leading companies—from global drinks giants to...
+358 44 537 0705
Otto has an extensive background in corporate strategy, marketing and brand strategy, and ethnographic research. He has helped numerous category-leading companies—from global drinks giants to iconic consumer technology brands—to rethink and reposition their offerings through deep and meaningful customer understanding. Otto’s expertise covers consumer goods, media, and technology.
Otto is a voracious reader with an endless line of titles waiting to be devoured. He has also made a public promise to be (semi-)fluent in Mandarin by 2020. Feel free to test his progress at around 2018.
Before Gemic, Otto worked at the innovation consultancy firm ReD Associates in Copenhagen and New York. Prior to consulting, he headed the corporate strategy team at Sanoma, a European media conglomerate, in Amsterdam.
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).
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 Helsinki University and a Pre-Doctoral degree in user-centric design from the Aalto University School of Engineering.
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.
Tiina is a sociologist with a background in business development, marketing strategy, and qualitative research. Prior to joining Gemic, Tiina worked as an independent consultant, advising...
Tiina is a sociologist with a background in business development, marketing strategy, and qualitative research.
Prior to joining Gemic, Tiina worked as an independent consultant, advising companies on their digital business development. She has also worked as a strategic planner at the marketing agency TBWA, helping companies like Nissan, Nike, and Nokia Siemens Networks come up with disruptive ideas to build their brand value and expand into new markets and categories.
For Tiina, sociological thinking isn’t something that can be switched on or off—it’s a way of seeing and making sense of the world every day. And that’s important, since Tiina truly believes that an understanding of the social construction of value is one of the most underused resources in business today.
Tiina holds a Master’s degree in sociology from Helsinki University and a first-class Bachelor’s degree in sociology from the University of York (UK).
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.
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.
Eelis is an ethnographer and consultant with experience in brand strategy and concept development. He’s worked on numerous projects in Japan and is particularly interested in Asian markets...
Eelis is an ethnographer and consultant with experience in brand strategy and concept development. He’s worked on numerous projects in Japan and is particularly interested in Asian markets in general. Eelis’s expertise focuses on consumer products, food and drink, and the B2B sector.
Born in Finland to Vietnamese parents, Eelis learned first-hand that there’s 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 amazing 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 Helsinki University.
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.