Merging Human Insight
With Technological Foresight

Rand Corporation engineers William Welser and Dave Baiocchi bring AI and Systems expertise to social-science- and humanities-based consultancy ReD Associate

New York City/Copenhagen – March 14, 2018 – ReD Associates, the strategic consulting firm known for its use of the human sciences to develop insights and solutions for a wide range of clients, announced today that William (Bill) Welser IV and Dave Baiocchi, two highly acclaimed scientists and engineers most recently from RAND Corporation, will join the firm as partners. They will do for the commercial sector what they did for the Defense Advanced Research Projects Agency (DARPA) and NASA while at RAND: figure out what’s next.    

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ReD Associates X Alastair Phillip Wiper: Illuminating Worlds - Vol.I, adidas

Even the most mundane observations can illuminate a world, making it possible for companies to see how they can naturally fit in and become a meaningful part of people’s lives. In collaboration with art photographer Alastair Wiper, we flipped our perspective from a quest to understand everyday worlds to that of seeing the beauty of machines, materials, and assembly lines. At a time when digital seems to be all-consuming, it is an exploration of the aesthetics of raw materials and overlooked locations.” 

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Latest press: 

Quartz: How Anthropology Can Heal The Anxiety Of Our Broken Relationship With Money

Partners at ReD Associates talk about how anthropology can heal the anxiety of our broken relationship with money.

"If you think all it takes is mobile banking then you’re in trouble because everyone is doing that."

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Latest op-ed:

Financial News: Banks Are Missing The Human Touch

While banks continue to spend millions on innovating and improving their technological capabilities in hopes of beating the competition, they should not lose sight of the human factor, writes Christian Madsbjerg in his latest op-ed.

"... models based on past behaviour aren’t able to show shifts before it is too late, a trip to Southampton or Leeds might reveal some priceless information - if you know what you are looking for."

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Latest book:


The Power of the Humanities
in the Age of the Algorithm

“Madsbjerg argues that unless companies take pains to understand the human beings represented in their data sets, they risk losing touch with the markets they’re serving. He says the deep cultural knowledge businesses need comes not from numbers-driven market research but from a humanities-driven study of texts, languages, and people.”
—Harvard Business Review


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LinkedIn Weekend Essay

Silicon Valley Needs To Get Schooled

What Silicon Valley is missing is an understanding of people—what is meaningful to them, the way they live their day to day lives, what would make a difference for them on an ordinary Tuesday in Phoenix or Shanghai. There is a dearth of deep, nuanced cultural knowledge in tech. Luckily, there is an app for that: reading.

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Wall Street Journal

Soft Skills And Hard Problems

There's a cultural bias in business, tech and otherwise, against any information that can't be quantified—that is "soft," subjective, fuzzy. [...] But it is where good ideas come from—and while the data it relies on may not be reducible to numbers, there is actually nothing "fuzzy" about it. 

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Harvard Business Review

An Anthropologist Walks Into A Bar

An emerging method is dramatically shaping how businesses can apply the human sciences. This new approach is finding its way into the labs of technology companies such as Intel, IBM, and Samsung; the marketing departments of large consumer-product companies such as Adidas, Lego, and Procter & Gamble; global health care companies such as Novo Nordisk and Pfizer; and the thinking and writing of business leaders and new breeds of consultancy that, like our own, merge hard and soft sciences.

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