Business academic specializing in consumer insights and market shaping. Currently, Dr. Diaz Ruiz is Associate Professor of Marketing at Hanken School of Economics, Finland. Before, he was part of the marketing faculty in internationally leading business schools, such as KEDGE business school in France and the University of Auckland in New Zealand. Dr. Diaz Ruiz worked with consumer insights in a market research agency. His academic publications have been featured in leading journals such as Marketing Theory, the European Journal of Marketing, the Journal of Business Research, and Industrial Marketing Management.