The central focus of my research is to advance consumer well-being in our consumption-driven society. My approach centers on the perspective of consumers, rather than managerial viewpoints, positioning consumers as the primary units of analysis. With a background in the behavioral aspects of consumer research, particularly evolutionary psychology, my broader interest now lies in the interplay between consumer psychology and consumer culture. This interplay is exemplified by my focus on consumer empowerment and consumer vulnerability, both of which have been core themes throughout all my research endeavours.

The topics I have researched recently or over the past few years include:

• Declining standard of living and consumption in crisis conditions
• Consumer empowerment
• Public transportation behaviour
• Sexuality-related consumption
• Evolutionary psychology in consumer research
• Consumption of insect-based food
• Consumer behaviour and public toilets

In terms of methodology, I have experience in survey research (both field studies and international survey setups), mixed-methods research combining qualitative and quantitative approaches, and theoretical studies. I am an active popularizer of science, and my research has often been featured in various media.

I am leading the LASKU research project (Consumer Psychological Adaptation to Crisis Conditions and Declining Living Standards) for the years 2024–2026, funded by Liikesivistysrahasto. Before, I have participated in numerous other research projects as a researcher.