There’s a huge gap between what’s important to a company,
and what’s going on in the real world

Christian Madsbjerg in Fortune


Christian Madsbjerg and Mikkel Rasmussen, authors of The Moment of Clarity, in conversation with Tim Sullivan, editorial director of Havard Business Review. Here, Christian Madsbjerg and Mikkel Rasmussen discuss the need for the human sciences to help businesses innovate in contexts of great uncertainty. They suggest that in reframing the familiar by asking different questions, and exploring those moments when individuals defy expectations, the human sciences enable a richer understanding of human motivation that identifies new opportunities for companies.

Press Release

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. 


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Press Release

ReD Associates Forms Strategic Partnership With Cognizant

ReD Associates, the worlds most advanced human science consultancy, is now partnering with Cognizant, the most successful and fastest growing technology advisor in the world. Together, sophisticated technology and deep human insight can make the next wave of digital transformation a meaningful one. 

Harvard Business Review

Wall Street Journal

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.

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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. 

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