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Helsinki 4.10.2023

Future Customer Seminar

When: 4.10.2023 9:00-11:30 (Finnish time)
Where: NH Sora, Team Finland House, Porkkalankatu 1, Helsinki and Microsoft Teams


Please register by September 29th!


More information 

Soile Ollila

+358 50 5577 967

soile.ollila (at)

Strategic foresight is a critical competence for companies looking for renewal through sustainability driven growth and understanding the changes ahead. Strategic foresight is an approach for companies to strategically adapt to the changes ahead, and to proactively shape their environment.

VTT’s Strategic Foresight for Sustainable Innovation and Growth Project (STRA4) promotes foresight capabilities and future-readiness of Finnish companies. Special focus in the project is in developing and making use of new tools, practices, and methods of strategic foresight in collaboration with companies.

To understand emergence, anticipation, and possible futures in customer needs or consumer behaviour, it is essential to combine customer research and strategic foresight tools. In the STRA4 project, we have carried out company specific case studies, in which we have utilized different methods to receive information on future customers, their behaviour and needs for the future, in different contexts. In this STRA4 seminar, we’ll present our approach and results from three case studies

Seminar language is English and it is organized in a hybrid form.

Seminar agenda

9:00 Morning coffee

9:30-9:45 STRA4 Future customer approach – Anu Seisto, Pauli Komonen and Maarit Halttunen, VTT

9:45-10:15 Case Kone: Co-designing the future with lead user consumers – Jaana Hyvärinen, Kone

10:15-10:45 Case SIX: Involving sales persons and customers in visioning the future – Mobile work machines, Harri Nieminen, VTT

10:45-11:15 Case Metsä Wood: Profiling lead user customers – Jussi Björman, Metsä Wood

11:15-11:30 Final discussion