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.
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.
In his new chapter published in a volume with the Lawrence Livermore National Lab, ReD Associates partner and former RAND researcher William “Bill” Welser brings much-needed clarity to our decisions regarding privacy and technology.
Rand Corporation engineers William Welser and Dave Baiocchi bring AI and Systems expertise to social-science- and humanities-based consultancy ReD Associates
Partner, Martin Gronemann, talks to The Times about the importance of making your kids financially literate in an increasingly cash-free world.
You can change the world in three ways: You can revolt, you can vote for a party and hope the government will fix it, or you can work with the commercial world to work with them to make it better. All three are great means to change the world. We work mostly with corporations, not only to make them profitable but to make them more humane.
Michele Chang-McGrath talked to the FT's retail editor, Mark Vandevelde, about the recent woes of retailers.
Sometimes growth can't come from doing more of the same. You need a creative leap. And that creative leap is also destructive — destructive of assumptions and principles that have served you well in the past but now hold you back. How do you break the impasse and find the new assumptions that will take you forward? Alastair Dryburgh talks to Christian Madsbjerg of ReD Associates.
Christian Madsbjerg gives examples of data's use and abuse in a recent conversation with Alastair Dryburgh.
ReD concludes a failure to account for these human (and economic) motivations encourages gaps of understanding regarding the best processes to use to combat the human phenomena.
When access to goods becomes so effortless, what drives customers to invest time and effort in ‘going shopping’?
Madsbjerg argues that unless companies take pains to understand the human beings represented in their data sets, they risk losing touch with the markets they’re serving.
Data is important, but with Madsbjerg’s approach to sensemaking, we have a better chance of putting it in the proper context and using it to enrich our lives and our understanding.
When you rely on algorithms for everything from your commute to work to your lunch order, Sensemaking suggests, you aren’t just altering the way you do things. You are changing the very filter through which you view reality.
Partners at ReD Associates talk about how anthropology can heal the anxiety of our broken relationship with money
In this profile of ReD Associates, the reporters from Handelsblatt use case studies of LEGO and Adidas to describe ReD's work and continuous growth.
In this extract from our book 'The Moment Of Clarity' it is described how Adidas managed to reinforce its relationship with consumers while delivering 10-fold profit.
In this podcast Charlotte Vangsgaard, partner at ReD Associates, explain how to study markets through systematic observation instead of linear and rational reasoning: “We try to work without a hypothesis.”
Fortune speaks with ReD’s Christian Madsbjerg about flawed business thinking, the arrogance of Silicon Valley, and why he prefers to hire anthropology majors at his consulting firm.
Instead of focusing on products, the anthropologists and sociologists at ReD Associates are working to understand “worlds” — the contexts in which people live and create meaning in their everyday lives.
The Danish consultancy ReD Associates is able to uncover the underlying motivations behind customer behavior — even if the customers themselves are not able to articulate them.
In an article in The Economist, the decade-long relationship between Adidas and ReD Associates, an innovation consultancy based in the human sciences, is showcased.
Graeme Wood from The Atlantic describes ReD Associates as a company at the forefront of a movement that utilize the social sciences to help corporate clients better understand their consumers.
Christian Madsbjerg is a co-founder of ReD Associates. He explains that it is only about 2% of the time that our actions are based on conscious and rational decisions. His company focus on the 98%.
The lesson Danish companies should take from Silicon Valley is that they need to grasp both humans and technology, if they want to improve their AI-efforts.
Learning models from video games offer three key lessons for building more effective digital tools for improving financial literacy.
LE CERCLE/POINT DE VUE - La France a un avantage culturel unique grâce à la présence importante des sciences sociales dans la société. Nos entreprises devraient y voir une opportunité.
The more we rely on AI and machine learning, the more work we need social scientists and humanities experts to do.
When our shared understanding of worth undergoes a fundamental structural shift, only the humanities can help us gain perspective around our changing norms, networks and social institutions.
Banks frequently lament their inability to deepen connections with their consumer, but in order to do that they will have to transform their relationship with the world as a whole.
Platforms for personalization and self-expression are eclipsing ready-made lifestyle brands, write Christian Madsbjerg and Sandra Cariglio.
Would you use a driverless car if your chauffeur was your status symbol? Tech’s unspoken hurdles
What Silicon Valley is missing is an understanding of people—what is meaningful to them, the way they live their day to day lives, what would make a difference for them on an ordinary Tuesday in Phoenix or Shanghai. There is a dearth of deep, nuanced cultural knowledge in tech. Luckily, there is an app for that: reading.
To understand Trump’s popularity, you need to understand the principles guiding life in rural America.
Broadcast & Podcast
Michele McGrath talks to Helen Thomas, the Business Editor of BBC Newsnight, about the future of the British highstreet in this segment of the show.
Bill Welser talks Artificial intelligence, and how our humanity - and our bias - creeps into it on this episode of the Masters of Data podcast.
Christian Madsbjerg discusses the ideas behind his book, “Sensemaking: The Power of Humanities in the Age of the Algorithm”.
Christian Madsbjerg talks about the impact it has, when CEOs observe and listen to their customers as fellow human beings, and provides advice for how entrepreneurs can utilize the thinking behind Sensemaking to improve their own business.
Christian Madsbjerg talks about the role of design, the dangers of relying on focus groups and how anthropology is the most brutal cost reduction tool in the world.
Christian Madsbjerg on Danish National Radio's morning show, P1 Morgen, about spreadsheet culture and the value of reading literary fiction.
Christian Madsbjerg speaks to Manuela Saragos about why human intelligence is still a vital component in analysing all our data.
Demetri Kofinas speaks with Christian Madsbjerg about the history of western philosophy, artificial intelligence, and how the humanities can help businesses solve their hardest problems.
"We need people who can develop medicine, and we need the people who can figure out how to get people to take their medicine. We need both” - Madsbjerg on NPR's The Takeaway.
Christian Madsbjerg discusses Sensemaking and Big Data in this segment of The Economist Radio.