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Outi Salonen has a strong background in market research and consumer feedback. Outi began their career at Saarioinen in 1999 as a Marketing Assistant and later became a Product Manager. In 2004, they joined Saarioinen Oy as a Research Manager, where they were responsible for overseeing market research, insight, foresight, and direct consumer feedback. From 2015 to 2017, Outi served as the Head of Research and Consumer Feedback at Saarioinen Oy, managing research concerning brands and advertising, innovation process, taste, trends, and future, as well as customer experience and service. In 2017, they transitioned to Taloustutkimus Oy as a Research Director and eventually became an Account & Insight Director in February 2020.

Outi Salonen obtained their Master of Business Administration (M.B.A.) degree in International Marketing from the University of Vaasa, where they studied from 1995 to 1999. Additionally, they obtained a certification called "HHJ-tutkinto, hyväksytty hallituksen jäsen" from Tampereen kauppakamari. Outi Salonen also holds a membership with Esomar, an organization that encourages, advances, and elevates market research worldwide. No specific information about the years or institutions is provided for their additional certifications.