ReD Associates uses human science to put people back at the center of business decision-making.


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Opinion piece

Fast Company: Thanks, Robots! Now These Four Non-Tech Job Skills Are In Demand

The more we rely on AI and machine learning, the more work we need social scientists and humanities experts to do, writes Christian Madsbjerg in his latest op-ed.

“…more companies realize they need the best of both worlds to unleash the potential from both humans and machines.”


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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Deep Listening — Disclosing the Unsaid





Sensemaking is the new book by ReD Associates’ US Director, Christian Madsbjerg, with Hachette Book Group out on March 2017. Inspired by his work with companies like Ford and Coca-Cola, Madsbjerg's Sensemaking is a provocative stand against the "tyranny" of the algorithm and an impassioned argument that human intelligence, informed by the study of the humanities, remains essential to success. We live in the age of algorithms. But what happens when number crunching fails to solve a company's problems?

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The Moment of Clarity

Businesses need a new type of problem solving. Why? Because they are getting people wrong. Traditional problem-solving methods taught in business schools serve us well for some of the everyday challenges of business, but they tend to be ineffective with problems involving a high degree of uncertainty. Why? Because, more often than not, these tools are based on a flawed model of human behavior. And that flawed model is the invisible scaffolding that supports our surveys, our focus groups, our R&D, and much of our long-term strategic planning.

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press on ‘sensemaking’


“Madsbjerg thinks that if businesses accept pure data as the only truth, they are in danger of losing their ability to understand people. But it is by no means the author’s aim to dismiss stem subjects. Through his particular method, his intention is to help companies find the right balance. The best CEOs can read a novel and a spreadsheet.”

— Financial Times



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 Associates

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.  


Unlocking the Everyday — Beyond the illusion of scientism




We are always looking for remarkable people

Apart from the ad hoc positions, we hire consultants through two recruiting campaigns each year. We also accept applications on a rolling basis from consultants with several years experience.  

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