I am an experienced and pragmatic consultant working across a range of different industries and project types, always with a focus on customer and business development. I often work with leaders within marketing, business development and customer insights.Since I was young, I have had two competing professional interests - innovation and business. When I studied for my Master of Engineering degree, I loved learning how for examples functional food works, but I was even more curious about how "normal people" would see the benefit in these innovations, want to try them and start to use completely new products. Ever since then, I love being the one who dares to challenge "technology for the sake of it" and highflying buzzwords, to instead sharpen the focus on what really makes a difference for the customers and turing ideas into action.After almost 20 years in business, I have vast experience in brand, customer insights and business development. During these years I have had roles both as specialist consultant and as business owner, which has helped me stay focused on what matters in practise.My unique expertise lies within- Capturing valuable and useful customer insights- Steering business decisions to creating value for customers AND the business, e.g. by defining a core target group and influencing product- and customer experience strategies- Engaging managers and employees in using the insights and strategies in their respective roles, whilst also becoming more curios and agileSome quotes I'm really proud of! :-)"This is the best, most useful customer segmentation I have ever seen within our industry""Thanks to the customer insights you helped us with we have reshaped the way we work with our customers and already start seeing results in our NPS""The whole company works with the brand strategy you helped us develop. The structure and content really works for us. It is crisp and clear whilst leaving freedom in how to execute. Still after 4 years, each Business Unit reports quarterly what they have done to drive progress."I'd be really glad if you reach out at gunilla@groundedbrandmanagement.se or 0723-101777. I'm always happy to make room for a meeting, a fika or a lunch!Current and previous clients include Vattenfall, COOP and Swegon.