By Noelia Sastre, November 12, 2011
In an article in El País, Noelia Sastre highlights ReD Associates’ approach to innovation and strategy. ReD Associates co-founder Mikkel B. Rasmussen says, “We see people in their daily lives.” The key to ReD’s success is the ability to tease out the difference between what people say they do and what they really do. “Mothers swear they give their children healthy food, but when you study it you realize that, for many reasons, it’s not as healthy as they think.”
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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.
ReD has led a “quiet revolution” in business theory by focusing on immersion in the day-to-day world of the customer rather than taking a distant, data-driven approach. The firm places phenomenology – the science of how people experience the world – at the centre of its method.
Christian Madsbjerg speaks to Manuela Saragos about why human intelligence is still a vital component in analysing all our data.