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John Pedersen is an accomplished professional with extensive experience in customer insights, business intelligence, and design excellence across various industries. Currently serving as the Head of Customer Insights at Danske Bank, John is involved in launching the "Route to Customer Centricity" initiative. Prior to this role, John founded and led Godtandpleje.dk, a digital health tech startup focused on improving dental care access and consumer experience. At Telenor, John held multiple senior positions, including Director of Design Excellence, where expertise in user experience and data analytics was leveraged to transform the company's operational model. John's career also includes roles in marketing research and analysis, business development, and academia, underscored by a Master's in Business Administration from Copenhagen Business School and a Bachelor's in Business Economics from the University of Southern Denmark.