ReD partners draw on their significant experience in the social sciences and business strategy to help clients solve business challenges involving shifts in human behavior.

Christian Madsbjerg


For the past 20 years, Christian Madsbjerg has worked as a management consultant. He writes, speaks, and teaches on the practical application of the Human Sciences and his work has been featured in publications such as The Wall Street Journal, Financial Times, The Washington Post, Der Spiegel, and Bloomberg Businessweek. His latest book, Sensemaking: The Power of the Humanities in the Age of the Algorithm, was released in the spring of 2017 by Hachette Book Group. His book Moment of Clarity, co-written with Mikkel Rasmussen and published in the fall of 2014, has been published in 15+ languages. Christian studied philosophy and political science in Copenhagen and London and has a Masters from the University of London.

Mikkel B. Rasmussen

Mikkel B. Rasmussen co-founded ReD Associates and as the director of ReD Associates European practice he works closely together with the top management of Europe’s most forward looking companies. The best ideas, according to Mikkel, comes from a true interest in the real world and a deep exploration into human behavior. His work has led to several disruptive technologies and products in the markets for among other toys, sports goods and health care. He is a specialist in innovation strategy in both public sector and private organisations and holds a Masters of Science in Economics from Maastricht University as well as a Master in Public Economics from Roskilde University. Mikkel is a well-known keynote speaker and provocateur - reflecting on innovation, business creativity and the practical use of social science delivering hundreds of keynotes around the world. In 2014 he co-wrote the book Moment of Clarity together with Christian Madsbjerg, published by Harvard Business Press.

Filip Lau


Filip Lau is Partner and Co-Founder of ReD Associates in Copenhagen. Over the last 10 years, Filip has built a practice from the ground up of applying methods from the social sciences to identify innovative business opportunities in consumer goods and industrials. A sociologist by training, Filip guides teams of consultants from diverse backgrounds in the humanities and social sciences to rigorously understand consumer worlds and shape that understanding for real business impact in client organizations. Today he is a trusted advisor to some of the world’s most iconic brands, including LEGO, Pernod Ricard, and Adidas. 
Previously, Filip was a partner at two of Copenhagen’s largest design consultancies and has written on design’s role in contemporary society for Surface, Wallpaper, Review, and Idea. Filip’s book, The Globalists, is a reported and sociological take on globalization through the lens of industries as diverse as container shipping, haute couture, and renewable energy.
Hailing from the Danish island of Bornholm, Filip has an MA in Sociology from the University of Copenhagen and has taught politics there as a visiting professor at the Institute for Political Science. He is also special advisor for one of the world's leading boutique design studios, OeO.

Charlotte Vangsgaard


Charlotte Vangsgaard has a strong analytical background in social theory and business strategy. At ReD Charlotte handles marketing- and pharma-related projects for consumer goods and healthcare companies. Throughout her time at ReD she has focused on helping companies set a commercial direction for the future based on a deep understanding of their core customers. Charlotte also spent a decade driving projects on poverty alleviation and economic development for the United Nations Development Programme in Cairo and Algiers and moved on to working for the Danish Government and the International Center for Corporate Accountability. She holds an MBA in International Business and Marketing and a Masters in Political Science.

Mikkel Brok-Kristensen

Mikkel Brok-Kristensen has spent most of his professional life figuring out how to apply anthropology to business problems. This has made him one of the most experienced business anthropologists in ReD and has also allowed him to develop and perfect methods and tools to make anthropology into a useful and powerful tool to inform business strategy. Mikkel has lead over one hundred field work studies for clients all over the world. He is specialized in solving problems in the health care industry and has consulted several pharmaceutical companies and medical device manufacturers on setting a long term patient centric agenda and how to translate customer insights into clear innovation priorities and new product briefs.

Recently he has earned an executive MBA to make the connection between the soft world of anthropology and the hard world of business even stronger. Mikkel holds a Master of Anthropology from the University of Copenhagen, and an Executive MBA (E*MBA) from Scandinavian International Management Institute (SIMI) & Copenhagen Business School.

Eliot Salandy Brown


Eliot Salandy Brown is a British-Trinidadian Sociologist who has lived and worked in 5 countries since receiving his MSc from the London School of Economics. Before starting at ReD’s Copenhagen office in 2007, Eliot worked for NGOs and political organizations such as the European Parliament with a focus on sustainable development and corporate social responsibility.

At ReD Eliot has led innovation strategy projects for global companies in the FMCG, pharmaceutical, and technology sectors. Since 2012 he has been dedicated to building ReD’s automotive practice, leading our transformative work with The Ford Motor Company. This work has helped Ford develop clear strategies to tackle the big questions facing the industry, and place a rich understanding of vehicle users at the heart of their approach to engineering, design, and marketing.

Andreas Wester Hansen

Andreas Wester Hansen is an expert in corporate strategy and strategic transformations. He focuses on combining the human centered approaches to strategy development applied at ReD Associates with the tools and approaches used in traditional management consulting companies. Before joining ReD Associates, Andreas worked at The Boston Consulting Group, at top-tier Scandinavian management consultancy Qvartz, for the Danish Ministry of Finance and as a journalist. Andreas holds an MBA from London Business School, an MA in Cultural Studies from Goldsmith’s College at University of London, an MsC and a BsC in Political Science from University of Copenhagen and a BA  in International Relations from University of Cape Town.

Mads Holme

Mads Holme works with companies within the food industry, healthcare, and industrials. Mads has spent the last ten years helping companies find new growth areas based on deep understanding of the customers' and consumers’ world and the contexts shaping the business environment. His work focuses on exploring methodologies and techniques that enable decision-making and how companies can transform opportunities into new capabilities, products, or acquisition targets. He is experienced in directing and implementing innovation programs working in close collaboration with cross-functional client teams. Mads holds a Masters in European Ethnology and Rhetoric from the University of Copenhagen.

Mikkel Krenchel

Mikkel Krenchel is a partner at ReD’s New York office. He drives the firm’s technology, communications and media practice in North America, as well as its key relationships across finance, insurance, energy and industrials. He also heads ReD’s emerging practice in integrated social science and data science. For close to a decade, Mikkel has helped Fortune 500 companies make better decisions by understanding the human behaviors underpinning performance in the marketplace, translating deep research about people into pragmatic strategies across product development, marketing, sales, M&A, organisational change and much more.

Mikkel has deep expertise in applying both qualitative and quantitative research methods to uncover patterns in our social fabric and drive adoption of new ideas, technologies and offerings, including technology platforms such as cloud computing, AI/ML and AR/VR. In particular, Mikkel has spearheaded many business-to-business projects, building the practice of using the human sciences to understand what actually goes on when companies and other groups of individuals make decisions and adopt new ideas or technologies.
Mikkel has a degree in Sociology and International Studies from Yale University and is a former national team rower.

Michele Chang-McGrath

Michele is a partner at ReD Associates, and director of ReD Associates' UK office.  With a career spanning the early days when anthropologists and engineers first collaborated in Silicon Valley to today’s focus on customer-centricity and digital transformation, Michele is representative of an emerging class of consultant — a hybrid who is as comfortable in the field studying human behavior as in the boardroom consulting clients. Michele initially saw the opportunity of bringing cutting edge methodologies into the commercial realm when she moved from Intel’s R&D lab into innovation consulting at ReD Associates back in 2008. She then spent time in the digital and interactive industry, heading up the insights practice at Accenture’s innovation arm, Fjord, as well as at DigitasLBi.  This mix of humanist consulting and digital innovation has given her the versatility required when working across various sectors, including consumer goods, financial services, retail and e-commerce, and life sciences. Previous clients include: Astra Zeneca, Barclays, Kingfisher, Lego, Samsung, Carlsberg, and Pernod Ricard.  She holds a Masters in Interactive Telecommunications from New York University and a Bachelors of Art from Reed College.

Iago Noguer Storgaard


Iago Noguer Storgaard is a Danish-Spanish Ethnologist that joined ReD as one of its first employees. Over the past 10 years his work has revolved around understanding the dynamics of technology adoption: How changes in culture, technology and business influence each other. At ReD, Iago has designed and led innovation and strategy projects, advising executives at leading companies in telecom, media and consumer electronics, particularly on the dynamics between children, youth and their parents. He is a seasoned field researcher, who has carried out extensive ethnographic research across Europe, the Americas, Africa and Asia. Iago holds a Masters in European Ethnology and Political Science from the University of Copenhagen.

Martin Gronemannn

Martin Gronemann works with companies in the financial services, industrials, and health care industries. He has been driving ReD’s practice in financial services over the past 5 years, advising C-suites on how to get in sync with the reality of their customers’ needs and lives. Drawing on social science, Martin has worked with clients to develop customer engagements that create trust and financial wellbeing for people; to transition to a more digital customer engagement model; to build stronger and more profitable customer relationships; and to uncover new sources of growth. Martin has worked with a broad spectrum of financial services clients, including retail banks, pension providers, wealth managers, and insurance companies. Martin holds a MA in Political Science from University of Copenhagen.

Millie Arora

Millie Arora is a political scientist and economist who focuses on applying ReD’s rigorous study of human behavior for a wide range of global companies. Prior to becoming Partner, Millie was the Chief Operating Officer of ReD, with a particular focus on financial management, project staffing, and overall company growth. She played a key role in developing ReD’s strategic partnership with Cognizant. On the client services side, Millie has developed tools and frameworks for teaching ReD’s human sciences approach to corporate executives in partnership with Duke Corporate Education. Before joining ReD Associates, Millie was a strategy consultant at the New York Economic Development Corporation under the Bloomberg Administration where she developed a portfolio of initiatives to strengthen the resilience of New York City’s economy following the 2008 financial crisis. She holds a Masters in Public Affairs from Princeton University and a Bachelors in Economics from the University of California at Berkeley.

Yosha Gargeya

Yosha Profile 2016.jpg

Yosha works primarily in the Healthcare, Private Equity and B2B industries on topics such as adherence, life with chronic diseases, and the future of food. Her work focuses on using social science methodologies to understand the underlying assumptions and asymmetries within client organizations and the broader value chain and ecology within which they sit, to assess areas for strategic growth - as well as the capabilities, offerings, services, and acquisitions needed to deliver upon them. 

For her Private Equity clients, this has meant assessing behavioural risk, and ensuring acquisitions develop a differentiated approach to market and clear growth story based on a rigorous understanding of the underlying human phenomenon and unmet needs to address. Within Healthcare, this has been grounded in taking an ecology approach to assess the largest unmet needs and forming a disease area strategy and the actions needed to mitigate these needs, e.g. novel end points within clinical trials or patient support programs. Yosha has a degree in Philosophy and Economics from Dartmouth College. 

William (Bill) Welser IV


Prior to his decade at RAND, Bill spent eight years as an officer in the United States Air Force working as an acquisition officer and engineer responsible for program management, design of next-generation technologies, systems engineering, and procurement and production of advanced technologies. At RAND he oversaw the Engineering and Applied Sciences Department, which consists of 350 professional research staff.

His published research has focused on artificial intelligence, cryptography, privacy, and space debris remediation, among other topics. He also designed and developed a cryptographic solution for avoiding collisions in space between satellites. His research has been published via media outlets such as WIRED (UK)Scientific AmericanForeign AffairsTime, and Bloomberg Businessweek, as well as various other newspapers, podcasts, and websites.

Dave Baiocchi


Dave Baiocchi (bye-OH-key) has navigated the intersection of technology and the human experience for more than 20 years. Bridging science, engineering, design and project management, he interprets data points and anthropological input across entire systems of information. With this multi-disciplinary and collaborative approach, Dave helps clients predict, simplify and elegantly address the complex and often intangible problems of our technological future.
Prior to ReD Associates, Dave was a Senior Researcher at the RAND Corporation, guiding decisionmakers at the highest levels of NASA, DARPA, FEMA and other federal agencies through the challenges of emerging technologies. He has more than 10 sensors for space satellites in orbit, designed early in his career at Sandia National Labs.
A hallmark of Dave’s work is visual mapping to illustrate problems and available interventions, affording clients exceptional clarity into the starting point, constraints, opportunities and steps to each possible solution.
Dave holds a BS in physics from DePaul University and PhD in optical sciences from the University of Arizona. He is the author of Surprise! From CEOs to Navy SEALs: How a Select Group of Professionals Prepare for and Respond to the Unexpected and Confronting Space Debris.

Morgan Ramsey-Elliot


Morgan Ramsey-Elliot works with companies in the technology, finance, and consumer goods industries. Over the the last eight years with ReD, Morgan has developed particular expertise translating underlying social phenomena into actionable strategy for clients. His recent work has focused on product strategy, using deep understanding of real people’s context to help companies build more meaningful and helpful products, and developing go-to-market approaches that drive new value for customers and brands. He enjoys working at the intersection of “old” and “new,” advising both well-established companies striving to adapt to the digital economy, and digital-native companies growing into maturity. 

He hails originally from the mountains of Alaska and New Mexico, and lived for two years in rural China (he’s fluent in Mandarin) before receiving an M.A. in International Relations from Yale. 

Bernd Hitzeroth


Bernd Hitzeroth has been building ReD’s consumer technologies practice for over a decade, leading clients to envision future products and services that are deeply rooted in human insight. He is an expert in finding both the human and commercial value in new technology paradigms, and has been honing his craft from the early days of mobile phones to driverless cars today. Bernd built his experience advising core technology companies like Samsung and Intel where to focus their next-generation platforms. Today his work expands into helping established industries – such as automotive, energy and retail – remodel themselves around the consumer as a result of technological change.

Bernd is a partner at ReD’s London office, having lived and worked as a South African-German in Cape Town, Copenhagen and New York. He holds a Masters degree in Interaction Design from the Interaction Design Institute Ivrea (Italy) and began his career in the studios of Native Design (UK).

Featured press