I specialise in applying behavioural science in commercial contexts – either in behaviour change or market research contexts. I have over 15 years of experience from the market research industry – the last 7 of which I spent building a boutique behavioural insights consultancy called Irrational Agency where I worked with global brands from a wide range of sectors such as IKEA, SC Johnson, Red Bull, Intercontinental Hotels Group and ING.

I am something of a magpie when it comes to knowledge – I hold three master’s degrees from universities in the UK and my home country Finland in Marketing; Linguistic Anthropology; and Cross-Cultural psychology. I even pursued a PhD for a while until I realised it’s incompatible with my curiosity and appetite to learn about a wide range of topics instead of focusing on just one – thankfully that breadth of knowledge has come in handy when solving behaviour change problems creatively.

My passion for behavioural science has also taken me to five continents and over 20 conferences to bring psychological insights and theories to life in an accessible and engaging way as well as running workshops and webinars for clients and industry audiences. I am also currently writing a book on how our context shapes who we are – from environmental and cultural factors to our socioeconomic status and even the language we learned speak first.


Subscribe Form


Amsterdam, The Netherlands

  • LinkedIn
  • Twitter

©2020 by Square Peg Insight B.V. | KvK/Chamber of Commerce number 74824554 | VAT number  NL860040495B01