As more companies start adopting a user-centric approach to their business, the need for customer insights increases. But knowing who your customers are is only the tip of the iceberg. With their personal values, attitudes and habits, humans are so much more complex. This was also the basis for Kuudes’ research called Informed Consumer. We talk about this in our second episode with Petra Väänänen-Leimu, Kuudes’ Insight Specialist. Petra tells us how the Informed Consumer project was conducted in Finland, Sweden and China and how everyone can use it to get insights on their consumers in these countries. We also try to understand the difference between market research, insights and trend forecasting. And as a bonus we get Petra to spill the beans on what trends Finland should expect in 2019.