There’s a huge gap between what’s important to a company,
and what’s going on in the real world
Christian Madsbjerg in Fortune
ReD Associates, the worlds most advanced human science consultancy, is now partnering with Cognizant, the most successful and fastest growing technology advisor in the world. Together, sophisticated technology and deep human insight can make the next wave of digital transformation a meaningful one.
Harvard Business Review
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.
Wall Street Journal
The two founders of ReD Associates, Christian Madsbjerg and Mikkel B. Rasmussen, discuss the importance of thick data for businesses in the Wall Street Journal. As the authors argue, big data—the latest fad occupying business—can actually cut leaders off from the rich qualitative reality of their customers’ everyday lives.
Christian Madsbjerg gives examples of data's use and abuse in a recent conversation with Alastair Dryburgh.
ReD concludes a failure to account for these human (and economic) motivations encourages gaps of understanding regarding the best processes to use to combat the human phenomena.
When access to goods becomes so effortless, what drives customers to invest time and effort in ‘going shopping’?
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.
Data is important, but with Madsbjerg’s approach to sensemaking, we have a better chance of putting it in the proper context and using it to enrich our lives and our understanding.
When you rely on algorithms for everything from your commute to work to your lunch order, Sensemaking suggests, you aren’t just altering the way you do things. You are changing the very filter through which you view reality.
In his article "The Right Bedside Novel Could Do Wonders For Your Career," George Anders discusses Christian Madsbjerg's new book "Sensemaking."
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.
The best CEOs can read a novel and a spreadsheet, Madsbjerg writes, while his overarching message is that we should not forget that companies are made up of people and their customers are people, too.
Don’t tell the true believers in silicon valley, but there’s an art as well as science to business.
In this profile of ReD Associates, the reporters from Handelsblatt use case studies of LEGO and Adidas to describe ReD's work and continuous growth.
In this extract from our book 'The Moment Of Clarity' it is described how Adidas managed to reinforce its relationship with consumers while delivering 10-fold profit.
In this podcast Charlotte Vangsgaard, partner at ReD Associates, explain how to study markets through systematic observation instead of linear and rational reasoning: “We try to work without a hypothesis.”
Fortune speaks with ReD’s Christian Madsbjerg about flawed business thinking, the arrogance of Silicon Valley, and why he prefers to hire anthropology majors at his consulting firm.
Instead of focusing on products, the anthropologists and sociologists at ReD Associates are working to understand “worlds” — the contexts in which people live and create meaning in their everyday lives.
The Danish consultancy ReD Associates is able to uncover the underlying motivations behind customer behavior — even if the customers themselves are not able to articulate them.
In an article in The Economist, the decade-long relationship between Adidas and ReD Associates, an innovation consultancy based in the human sciences, is showcased.
Graeme Wood from The Atlantic describes ReD Associates as a company at the forefront of a movement that utilize the social sciences to help corporate clients better understand their consumers.
Christian Madsbjerg is a co-founder of ReD Associates. He explains that it is only about 2% of the time that our actions are based on conscious and rational decisions. His company focus on the 98%.
In an article in El País, Noelia Sastre highlights ReD Associates’ success as partly due to their ability to tease out the difference between what people say they do and what they really do.
Platforms for personalization and self-expression are eclipsing ready-made lifestyle brands, write Christian Madsbjerg and Sandra Cariglio.
Would you use a driverless car if your chauffeur was your status symbol? Tech’s unspoken hurdles
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.
To understand Trump’s popularity, you need to understand the principles guiding life in rural America.
As thousands of neuroscience findings are called into question, the new study out of Sweden offers an opportunity to reprioritize. What kind of information provides the most apt description of how you first fell in love?
Succesful companies design for the everyday life of the consumer, and not just the clinical trial
As recent news of Macy’s tumbling stock prices suggests, today’s middle-class shoppers are looking for more than a bargain.
At the heart of "affective computing" are three misguided ideas about human emotions - some philosophical due diligence on the matter.
For marketers, truly valuable customer data comes in two forms: thick data and big data. Combining the two approaches can solve many of the problems that each category of data faces on its own.
The more we understand the rich context of our consumers’ lives, the closer we can get to their most meaningful moments. As global brands, it’s time to get back in the room.
Broadcast & Podcast
Christian Madsbjerg talks about the impact it has, when CEOs observe and listen to their customers as fellow human beings, and provides advice for how entrepreneurs can utilize the thinking behind Sensemaking to improve their own business.
Christian Madsbjerg talks about the role of design, the dangers of relying on focus groups and how anthropology is the most brutal cost reduction tool in the world.
Christian Madsbjerg on Danish National Radio's morning show, P1 Morgen, about spreadsheet culture and the value of reading literary fiction.
Christian Madsbjerg speaks to Manuela Saragos about why human intelligence is still a vital component in analysing all our data.
Demetri Kofinas speaks with Christian Madsbjerg about the history of western philosophy, artificial intelligence, and how the humanities can help businesses solve their hardest problems.
"We need people who can develop medicine, and we need the people who can figure out how to get people to take their medicine. We need both” - Madsbjerg on NPR's The Takeaway.
Christian Madsbjerg discusses Sensemaking and Big Data in this segment of The Economist Radio.
ReD’s Claire Straty speaks with BBC Radio’s “From Savage to Self” series to defend the value of anthropology in the business world.
Mikkel Rasmussen from ReD Associates took the stage at TEDx Tottenham to ask: Do you like cooking?
ReD Associates Partner Eliot Salandy Brown explores the gaps between the assumptions big businesses make about consumers and the reality of what we (real people) actually think, do, and need.