Ana Oliveira Madsen was born in Portugal and, while attending the Administration and Management degree at the Universidade Católica do Porto, she has done one semester at the Aarhus Business School - Denmark. She ended up living for 7 years in Denmark, where she taught Consumer Behaviour at Syddansk University, where she was enrolled as a non-tenured associate professor at the Department of Environment and Business Economics. She holds a Ph.D. degree in “Market Systems and Consumption” from the Universidade Rey Juan Carlos, Madrid, Spain. Since 2012 she has been enrolled as a teacher at Universidade Católica Portuguesa and in 2016 she became part of the Católica Porto Business School. Since 2019 she is part of CEGE (a research center whose members are the most productive researchers at Católica Porto Business School). Currently, Ana is doing research in the fields of fish consumption, market institutions, Portuguese Economy, Business and Consumer Behaviour. She is married and has 2 daughters.