Understanding people is the key to designing better experiences


I help companies understand people as cultural and social beings instead of as mere numbers on a spreadsheet. I do this by working as independent coach and consultant, which allows me to provide agile and tailor-made solutions for clients. I teach and conduct development and research projects by myself and together with chosen collaborators. 

Instead of just having kick-off meetings and final presentations I always have a relationship of sharing and learning with my clients. I'm happy to take people with me to the field research and analysis sessions to openly share how I work and to learn from their viewpoints. 
Keeping up a dialogue is the best way to make sure that the insights crafted are applicable and touch the right issues for the specific organization. 


Besides my own consulting and coaching practice I also work as a visiting lecturer in Laurea University of Applied Sciences where I teach a Master's level course; Deep Customer Insights through Ethnographic Research. 

I also mentor Master's students in Aalto University's Design for Government course. DfG develops design methods and thinking addressing the complex challenges of the public sector. 


References from previous collaboration:

"Taneli conducted the Finnish leg of our international customer insights project for a worldwide leading cloud service company. His insights were indispensable to a project that exceeded the client's high expectations. His analytical rigour combined with an ability to react quickly make him a great partner to work with."

Dr. Henning Breuer, innovation consultancy UXBerlin    


"Taneli is a thorough ethnographer who applies ethnomethodology in a wide range of fields including such as customer insight and service design. In Design for Government (http://dfg-course.aalto.fi/), he has tutored our master's students and helped them carry out a more rigorous fieldwork and translate the insight into creative concepts that would benefit the citizens and public servants. 

Taneli is punctual and reliable, but also fun to work with. He is a critical thinker, and has natural ability to observe social phenomena from a fresh perspective. I can strongly recommend him for any line of work that would utilise his expertise in ethnography, but also in creative field where human understanding is a key to a successful outcome. "

Seungho Lee, founder of the Design for Government course

“I have had the pleasure working with Taneli at Laurea University of Applied Sciences when teaching and supervising the service design students. With his deep knowledge, experience and service minded approach he gave a valuable input to the planning and implementation of the two master level courses ‘Deep Customer Insights through Ethnographic Research’ and ‘Service Development Process and Methods of Service Design’. 

As one of the students said: “Taneli’s lectures and tasks were interesting. His way of teaching was inspiring and he had a lot of knowledge and experience to answer even to the trickiest questions with clear arguments.” 

I may recommend him in teaching and supervising the students both in ethnographic research and service design.”

Virpi Kaartti,  Head of the degree programme in Service Innovation and Design, Laurea







  • Master's of Applied Cultural AnalysisLund University and University of Copenhagen
  • Bachelor of Social SciencesUniversity of Helsinki.
  • Insight Specialist. Hellon. Service design agency that translates insights into tangible conceptual solutions visible in interior design, brand visuals, and service models.
  • ConsultantGemic. Management consultancy building strategic recommendations based on ethnographic research.
  • More details: Linkedin and About.me