ReD partners draw on their significant experience in the social sciences and business strategy to help clients solve business challenges involving shifts in human behavior.

Christian Madsbjerg


Christian Madsbjerg has been leading projects and client programs since ReD’s foundation. Christian holds a specialist role in ReD as director of client relations and focuses on ways to rigorously study human behavior and on ways to understand why particular methodologies need to be applied in order to do so. He writes, teaches, and speaks about the kinds of methods and reasoning needed for fact-based investigations of human activity, emotions, and decision-making processes. He is the author of books on social theory, discourse analysis, and politics. Christian studied philosophy and political science in Copenhagen and London and has a Masters from the University of London.

Mikkel B. Rasmussen

Mikkel B. Rasmussen co-founded ReD Associates and as the director of ReD Associates European practice he works closely together with the top management of Europe’s most forward looking companies. The best ideas, according to Mikkel, comes from a true interest in the real world and a deep exploration into human behavior. His work has led to several disruptive technologies and products in the markets for among other toys, sports goods and health care. He is a specialist in innovation strategy in both public sector and private organisations and holds a Masters of Science in Economics from Maastricht University as well as a Master in Public Economics from Roskilde University. Mikkel is a well-known keynote speaker and provocateur - reflecting on innovation, business creativity and the practical use of social science delivering hundreds of keynotes around the world. In 2014 he co-authored the book “The Moment of Clarity” published by Harvard Business Press.

Filip Lau


Filip Lau is Partner and Co-Founder of ReD Associates in Copenhagen. Over the last 10 years, Filip has built a practice from the ground up of applying methods from the social sciences to identify innovative business opportunities in consumer goods and industrials. A sociologist by training, Filip guides teams of consultants from diverse backgrounds in the humanities and social sciences to rigorously understand consumer worlds and shape that understanding for real business impact in client organizations. Today he is a trusted advisor to some of the world’s most iconic brands, including LEGO, Pernod Ricard, and Adidas. 
Previously, Filip was a partner at two of Copenhagen’s largest design consultancies and has written on design’s role in contemporary society for Surface, Wallpaper, Review, and Idea. Filip’s book, The Globalists, is a reported and sociological take on globalization through the lens of industries as diverse as container shipping, haute couture, and renewable energy.
Hailing from the Danish island of Bornholm, Filip has an MA in Sociology from the University of Copenhagen and has taught politics there as a visiting professor at the Institute for Political Science. He is also special advisor for one of the world's leading boutique design studios, OeO.

Charlotte Vangsgaard


Charlotte Vangsgaard has a strong analytical background in social theory and business strategy. At ReD Charlotte handles marketing- and pharma-related projects for consumer goods and healthcare companies. Throughout her time at ReD she has focused on helping companies set a commercial direction for the future based on a deep understanding of their core customers. Charlotte also spent a decade driving projects on poverty alleviation and economic development for the United Nations Development Programme in Cairo and Algiers and moved on to working for the Danish Government and the International Center for Corporate Accountability. She holds an MBA in International Business and Marketing and a Masters in Political Science.

Mikkel Brok-Kristensen

Mikkel Brok-Kristensen has spent most of his professional life figuring out how to apply anthropology to business problems. This has made him one of the most experienced business anthropologists in ReD and has also allowed him to develop and perfect methods and tools to make anthropology into a useful and powerful tool to inform business strategy. Mikkel has lead over one hundred field work studies for clients all over the world. He is specialized in solving problems in the health care industry and has consulted several pharmaceutical companies and medical device manufacturers on setting a long term patient centric agenda and how to translate customer insights into clear innovation priorities and new product briefs.

Recently he has earned an executive MBA to make the connection between the soft world of anthropology and the hard world of business even stronger. Mikkel holds a Master of Anthropology from the University of Copenhagen, and an Executive MBA (E*MBA) from Scandinavian International Management Institute (SIMI) & Copenhagen Business School.

Eliot Salandy Brown


Eliot Salandy Brown is a British-Trinidadian Sociologist who has lived and worked in 5 countries since receiving his MSc from the London School of Economics. Before starting at ReD’s Copenhagen office in 2007, Eliot worked for NGOs and political organizations such as the European Parliament with a focus on sustainable development and corporate social responsibility.

At ReD Eliot has led innovation strategy projects for global companies in the FMCG, pharmaceutical, and technology sectors. Since 2012 he has been dedicated to building ReD’s automotive practice, leading our transformative work with The Ford Motor Company. This work has helped Ford develop clear strategies to tackle the big questions facing the industry, and place a rich understanding of vehicle users at the heart of their approach to engineering, design, and marketing.

Andreas Wester Hansen

Andreas Wester Hansen is an expert in corporate strategy and strategic transformations. He focuses on combining the human centered approaches to strategy development applied at ReD Associates with the tools and approaches used in traditional management consulting companies. Before joining ReD Associates, Andreas worked at The Boston Consulting Group, at top-tier Scandinavian management consultancy Qvartz, for the Danish Ministry of Finance and as a journalist. Andreas holds an MBA from London Business School, an MA in Cultural Studies from Goldsmith’s College at University of London, an MsC and a BsC in Political Science from University of Copenhagen and a BA  in International Relations from University of Cape Town.

Mads Holme

Mads Holme works with companies within the food industry, healthcare, and industrials. Mads has spent the last ten years helping companies find new growth areas based on deep understanding of the customers' and consumers’ world and the contexts shaping the business environment. His work focuses on exploring methodologies and techniques that enable decision-making and how companies can transform opportunities into new capabilities, products, or acquisition targets. He is experienced in directing and implementing innovation programs working in close collaboration with cross-functional client teams. Mads holds a Masters in European Ethnology and Rhetoric from the University of Copenhagen.

Mikkel Krenchel

Mikkel Krenchel is a social theorist who helps corporations make better bets on the human behaviors that underpin performance in the marketplace. He has designed and led strategy projects for a wide range of global companies in industries including energy, telecom, healthcare and technology.

Mikkel has deep expertise in applying both qualitative and quantitative research methods to uncover patterns in our social fabric and drive adoption of new ideas, technologies and offerings. In particular, Mikkel has spearheaded many business-to-business projects, building the practice for using human sciences to understand what actually goes on when companies make decisions and adopt new ideas or technologies. Mikkel has a degree in Sociology and International Studies from Yale University and is a former national team rower.

Michele Chang-McGrath

Michele is a partner at ReD Associates, and director of ReD Associates' UK office.  With a career spanning the early days when anthropologists and engineers first collaborated in Silicon Valley to today’s focus on customer-centricity and digital transformation, Michele is representative of an emerging class of consultant — a hybrid who is as comfortable in the field studying human behavior as in the boardroom consulting clients. Michele initially saw the opportunity of bringing cutting edge methodologies into the commercial realm when she moved from Intel’s R&D lab into innovation consulting at ReD Associates back in 2008. She then spent time in the digital and interactive industry, heading up the insights practice at Accenture’s innovation arm, Fjord, as well as at DigitasLBi.  This mix of humanist consulting and digital innovation has given her the versatility required when working across various sectors, including consumer goods, financial services, retail and e-commerce, and life sciences. Previous clients include: Astra Zeneca, Barclays, Kingfisher, Lego, Samsung, Carlsberg, and Pernod Ricard.  She holds a Masters in Interactive Telecommunications from New York University and a Bachelors of Art from Reed College.

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