While on a Sensemaking book tour in Japan, ReD Associates Co-Founder Christian Madsbjerg sat down with Diamond Harvard Business Review’s Special Editor-in-Chief, Yuka Yamazaki to share the origins of ReD’s sensemaking process, why it requires human intelligence (not AI), and what sensemaking can do for businesses both in Japan and elsewhere around the world. This is a translation from the original Japanese interview.

Partners at ReD Associates talk about how anthropology can heal the anxiety of our broken relationship with money

The editor of Real Deals Magazine, spoke to Mikkel Rasmussen about ReD Associates, the dangers of over-reliance on big data, and why social science just might be one of private equity’s greatest tools.

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.

In an article for Inc., Adam Vaccaro uses an example from The Moment of Clarity to highlight how Lego managed to adapt to a changing world while simultaneously staying true to their core brand.

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.

 What’s special about anthropologists is that they “work without hypotheses," says partner at ReD Associates, Mikkel B. Rasmussen.

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%.

In a Q&A between Lou Killefer from Innovation Excellence and Jun Lee from ReD Associates, the two discuss innovation as a practice.

In an article in El País, Noelia Sastre highlights ReD Associates’ success as partly due to their ability to tease out the difference between what people say they do and what they really do.

Anders Byriel,president of the Danish Design Council, promotes ReD Associates’ unique take on design thinking as a good example of how Denmark should seek to create jobs for the future.

How can design help solve social problems? Alice Rawsthorn writes about Copenhagen’s initiative to reduce sick leave in the New York Times with the help of the innovation consultancy ReD Associates.

Michele Chang is an ethnographer and senior manager at ReD Associates. She left academia for the consultancy company because she wanted her research to have an impact.

ReD Associates is an innovation agency that focuses on observing humans and identifying their needs. They have been so successful that their services are now being requested by huge global companies.

As a child, Madsbjerg enjoyed listening to Marxist analyses of society over the dinner table. Today, to the great surprise of his mother, he is a successful co-founder of an international consultancy company.

To understand how Denmark and Danes are perceived in the Middle East following the cartoon drawings of Muhammed, the Danish Foreign Ministry contracted ReD Associates for insights.

A few years from now, successful companies will no longer consider innovation to be something mystical and intangible; instead, it will be incorporated as a vital strategic parameter.