Perspectives

Our take on challenges and opportunities in changing consumer behavior,
and how to translate this human understanding into business impact.


Our experience is that complexity is best tackled by combining different types of expertise, which is why we are enthusiastic and honored to be teaming up with ReD’s world-class social scientists.
— William Welser IV

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. 

Read more » 


199-Adidas-Red-(c)-Alastair-Philip-Wiper.jpg

ReD Associates X Alastair Phillip Wiper: Behind The Scenes - Vol.I, adidas

ReD Associates recently started a collaboration with renowned photographer, Alastair Wiper, exploring our clients’ industrial landscapes.

Read more » 


How Do People Relate to Money?

A look at the insights from our exploration into the relationship people have to money and what that means for financial institutions.

Read more » 

The Silo Effect
Conversation with Author Gillian Tett, U.S. Managing Editor at the Financial Times

Unlocking the Everyday - Beyond the illusion of scientism Conversation with Simon Professor of philosophy at New School for Social Research


Avoiding The Most Common Pitfalls When Entering ‘Emerging Markets’

Companies often struggle in emerging markets because they underestimate the importance of local culture and social behavior. How can they get customer understanding right?

Read more » 

Are Women Stuck In A Men’s Club In China?

The business banquet has become the new battleground for career-minded Chinese women. 

Read more




ReD Associates Sensemaking sessions

'How Creativity Works' An on-going conversation between Senior Partner and co-author of Moment of Clarity, Mikkel B. Rasmussen and  James Carnes VP of Global Brand Strategy at adidas.

'Getting people right' An extended discussion between Senior Partner and co-author of Moment of Clarity, Christian Madsbjerg and Taylor Carman, Professor of Philosophy at Columbia University.



Industries