Leveraging Front-Line Intelligence in Organizations: Value in Local Knowledge

Iina Juurinen, Lead, AI Design, Solita Oy
Julia Granroth, Design Anthropologist, Solita Oy

This presentation shows how participatory design and ethnographic methods can unlock the full potential of organizational intelligence by integrating the often-overlooked insights of frontline workers. Using a case from the forest industry, we demonstrate how involving factory operators in the design of a data platform led to more relevant, impactful solutions – highlighting the transformative value of inclusive, sociocultural approaches in intelligent system design. Impact Case Study

Presenters & Authors

Iina Juurinen works at the intersection of data, AI, business, and end-user experience, combining a research background in science with over ten years of experience in business and technical roles across international organizations. Her work focuses on designing AI and data-driven solutions that are grounded in real-world contexts through participatory methods and ethnographic research. At Solita, Iina helps organizations shape AI strategies that reflect both technological possibilities and the lived realities of end users, emphasizing solutions that are socially informed, purposeful, and contextually relevant.

Julia Granroth is a Design Anthropologist dedicated to creating inclusive, human-centered solutions—both digital and non-digital. She has worked in design at Solita for three years, following earlier experience in academic and consumer research. Julia specializes in human insight, service design, user experience, and generative AI, with a particular interest in human–technology interaction. Using a qualitative and ethnographic approach, she supports clients in uncovering the root causes of challenges and co-creating meaningful, value-generating solutions. Driven by curiosity and a commitment to positive change, she helps organizations navigate evolving sociotechnical landscapes to build a better future.

Sakari Mesimäki, PhD Student / Consultant, University of Cambridge / Freelance

This case study explores a friction between technical-rational ideals in industry and para-ethnographic practices in daily work, showing how this friction is an opportunity for ethnographers to create value in organizations. It describes how private equity investors assess their prospects rather like ethnographers: developing personal trust and rapport, conducting in-depth conversational interviews, making ‘ethnographic’ observations and remaining open to serendipitous insights from industry networks. The kind of knowledge they relied on in practice – qualitative insights drawing on personal relationships developed over time with investment prospects – was formalized as a structured and legitimized practice of team evaluation. Research Case Study

Presenter & Author

Sakari Mesimäki is a final year PhD student in Social Anthropology at the University of Cambridge. In addition to his PhD research with startup and investment professionals, he has a background in Japanese studies and further research interests in gender, politics and military culture. Sakari has professional experience in corporate communications and business development. He is currently based in Helsinki where he is writing up his thesis while transitioning to applied research and consulting.

Sarah LeBaron von Baeyer, Director of Ethics and Engagement, Variant Bio

Returning the results of a study to communities that provide data for research is an important ethical principle promoting trust and reciprocity. This PechaKucha presentation shares work on the ground with a biotechnology company committed to returning results. It brings the audience to communities in Japan, Brazil, Madagascar, New Zealand, New Caledonia, South Africa, French Polynesia, and Kenya. It provokes us to change models of scientific intelligence that prioritizes some kinds of people and ways of knowing over others, and treat study participants as co-creators of knowledge rather than passive research subjects. PechaKucha

Presenter & Author

Sarah LeBaron von Baeyer is Director of Ethics and Engagement at Variant Bio, a genomics-driven drug discovery company based out of Seattle, where they direct community engagement, research ethics, data governance, benefit sharing, and communications. Sarah received their PhD in cultural anthropology from Yale University and have worked for ~10 years as an applied anthropologist, including as a consultant for ReD Associates in New York City. Sarah has conducted fieldwork across the globe, on projects ranging from migration in Japan and Brazil to allergy immunotherapy in France, education for children displaced by conflict in Jordan, and IoT/smart technology use in the US.