Conference Team

Meet the EPIC2025 organizing team!

Conference Chairs

Anni Ojajärvi

EPIC2025 Co-Chair

Anni is an ethnographer with a Ph.D. in sociology and a rich background spanning both academia and business. She seamlessly integrates ethnographic insights with strategic foresight, strategy work, and design to help organizations make better decisions. Anni has held senior leadership roles in business and strategy consultancy, strategic foresight, and applied ethnography. Currently, she works at the Social Insurance Institution of Finland (Kela), where she applies human and cultural perspectives to drive innovation. Her passion about business ethnography and the EPIC community inspired her to found Humans – Human Sciences in Strategy – an association dedicated to advancing the use of human sciences in strategy work and fostering a professional community. Anni has been an active member of the EPIC community since 2018 and has contributed to its conferences as a committee member, curator, and reviewer.

Heli Rantavuo

EPIC2025 Co-Chair

Heli holds a Doctor of Arts and works as an applied social scientist in industry. She has held senior researcher and research leadership roles at Spotify, eBay, Microsoft and Nokia and currently she is Head of Customer Insight at OP Financial group. Before her industry career, Heli worked as academic researcher at LSE, Waseda University and Aalto University from where she graduated as Doctor of Arts in New Media Design. Her passion is to advance the use of ethnography and socio-cultural approaches in business and strategy. Heli has contributed to past EPIC conferences as committee member, curator and reviewer and is a member of the EPIC advanced practitioners group. She is a founding member of the Human Sciences in Strategy Finland association.