Iida Korpiniitty
Iida Korpiniitty
Senior Strategist, Anthropologist
iida.korpiniitty@noren.fi
+358 50 505 3229
Consumer ethnography
Cultural analysis
Innovation
Education:
Master of Social Sciences, Social and Cultural Anthropology, University of HelsinkiA challenger of assumptions
Iida leads consumer ethnography at Noren and applies it to strategic development.
She believes that when strategic choices are grounded in a shared analysis of lived experiences and the resulting insights are shaped into stories, the resulting direction resonates across the organisation, endures over time, and stands out in its cultural context.
Iida brings clarity to strategic questions and supports decision-making by highlighting what truly matters to people. She ensures decisions are not based on false assumptions, but on deep customer insight drawn from rigorous research and cultural analysis. Her strong pedagogical background also enriches both target group research and facilitation with client teams.
She has years of experience in strategy, strategic development, and product and service innovation – particularly in housing, food, travel, restaurants, and culture.
