Katarina Graffman is an anthropologist with a Ph D in Cultural Anthropology, Uppsala University.
She has studied Swedish culture and business for over 20 years; also foundading and runnning Inculture, a Stockholm-based consultancy that provides ethnographic research and anthropological analysis on contemporary culture, trends and branding. Some clients: IKEA, Håll Sverige Rent, Fotografiska, BBC Alba, Sveriges Radio, Utbildningsradion, Sveriges Television, DN, Bonnier, Skånes Livsmedelsakademi, Leksands Knäckebröd, Danone, Skanska, BoKlok, Björn Borg, Libero, Big Green Door, Truth.
Katarina is an affiliated researcher at the Department of Cultural Anthropology and Ethnology at Uppsala University where she mainly focuses on developing applied anthropology.
As a speaker, Katarina Graffman talks about consumer culture, sustainability, consumer trends, people centric innovation, Gen Z & media behaviour.
She is co-author of På spaning efter den tid som kommer (On the lookout for the time to come) (2020), Vi är vad vi köper (We are what we buy) (2018) and Konsumentnära varumärkesutveckling (Consumer-related brand development) (2009).
Her specialities are: anthropology, ethnography, innovation, consumer behaviour and preferences, sustainability, tribes & trends, media behaviour, life at home, qualitative research and method.
