Catharina von Koskull, D.Sc. (Econ.) is an Associate Professor of Marketing at the School of Marketing and Communication and the multidisciplinary Digital Economy Platform, at the University of Vaasa, Finland. Catharina’s research background lies within service marketing and management and particularly service innovation. More recently, her work has moved towards Transformative Consumer and Service research where she focuses on wellbeing issues (e.g. agency, privacy and dignity) related to ageing, digital technology and care. Catharina is an expert in traditional ethnography and is passionate about inclusive, participatory research and outreach methods such as Art-based research and ethnodrama. To this end, her projects have been successfully awarded competitive grants to collaborate extensively with NGOs, private care home providers, city/municipality representatives and people living in care homes.