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


aletheia—illuminating worlds


The Five Lenses Series

Vol 1: The Company | Now Available 

This publication highlights the ReD Associates “Five Lenses” approach, with a focus on the first lens -- the Company. We have collaborated with art photographer Alastair Philip Wiper, who has visited three of our clients to explore how the world looks inside companies, and how consumer products are created.

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featured press

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.”

latest press


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



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.  

no open positions

Read more about our hiring process