“While Ford used to design cars based on what engineers want, it is now trying to create them based on what consumers want to experience” 



Opinion piece

WSJ: The Power of ‘Thick’ Data

The two founders of ReD Associates, Christian Madsbjerg and Mikkel B. Rasmussen, discuss the importance of thick data for businesses in the Wall Street Journal. As the authors argue, big data—the latest fad occupying business—can actually cut leaders off from the rich qualitative reality of their customers’ everyday lives. 

Opinion piece

HBR: An Anthropologist Walks Into A Bar

An emerging method is dramatically shaping how businesses can apply the human sciences. This new approach is finding its way into the labs of technology companies such as Intel, IBM, and Samsung; the marketing departments of large consumer-product companies such as Adidas, Lego, and Procter & Gamble; global health care companies such as Novo Nordisk and Pfizer; and the thinking and writing of business leaders and new breeds of consultancy that, like our own, merge hard and soft sciences.




The Moment of Clarity — Conversation with Tim Sullivan, Harvard Business Review | ReD Associates




Opinion Piece

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