Silja is head of customer insight at Oda/Mathem, based in Oslo, Norway. She has worked with user and customer understanding for 18 years, and since 2020, she’s focused on how people shop for groceries—like how they decide what to have for dinner, why they choose to shop with Oda, what works (and doesn’t) in the shopping journey, or why they keep forgetting the toothpaste again. At Oda, she leads research across the entire grocery shopping experience, and is passionate about making sure insights are not only solid and reliable, but actually used.

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With a background in strategic design, service design, and product management, she believes asking the right questions is half the job—and making sure the answers lead to better decisions is the other half. When not deep in research, she’s usually in the kitchen experimenting with new dishes or upside down in an acrobatics class.

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