Succesful companies design for the everyday life of the consumer, and not just the clinical trial
Read MoreAs recent news of Macy’s tumbling stock prices suggests, today’s middle-class shoppers are looking for more than a bargain.
Read MoreAt the heart of "affective computing" are three misguided ideas about human emotions - some philosophical due diligence on the matter.
Read MoreFor marketers, truly valuable customer data comes in two forms: thick data and big data. Combining the two approaches can solve many of the problems that each category of data faces on its own.
Read MoreThe more we understand the rich context of our consumers’ lives, the closer we can get to their most meaningful moments. As global brands, it’s time to get back in the room.
Read MoreJun Lee and Mikkel Brok-Kristensen, Partners at ReD Associates, argue that developers should stop trying to develop wearables for life, but instead focus on how they can teach the wearer how to live without them.
Read MorePartner at ReD Associates, Mikkel Brok-Kristensen, explains how Coloplast successfully changed their innovation process towards a nonlinear and non-hypothesis driven approach.
Read MoreIn the last decade, Lego has risen to become the world’s ‘most powerful brand.’ Mikkel B. Rasmussen, Senior Partner at ReD Associates, discusses how and why in Strategy+Business.
Read MoreAccording to Christian Madsbjerg, co-found of ReD Associates, Heidegger’s philosophical writings have never been more important, but now they risk being overshadowed by his sympathy for Nazism.
Read MoreBased on an ethnographic research project on children’s play, ReD Associates partner Jun Lee argue that today's kids may need a "play rehab" as a consequence of over-parenting.
Read MoreEthnographic studies have revealed that customers feel that their banks lack interest in their wellbeing, because they are being treated as numbers in a database rather than as actual people.
Read MoreAs women's role in emerging markets is evolving a striking trend is becoming clear - professional women around the world are using alcohol to assert their independence.
Read MoreChristian Madsbjerg, Co-founder of ReD Associates, discusses how the Google Glass Explorer program, which enable people to record every moment of their lives, might influence our perception of privacy.
Read MoreChristian Madsbjerg and Mikkel Krenchel of ReD Associates argue that big data is worthless without thick data, which can capture the why and how behind the numbers big data provides.
Read MoreAt its core, all business is about making bets on human behavior. Despite the fad big data might not be the most useful tool to do so because it miss the important context of customers’ everyday lives.
Read MoreAs business problems are becoming increasingly complex, companies have begun to turn to big data. But big data analytics do not paint a completely meaningful picture of why people act the way they do.
Read MoreIn this article, ReD Associates’ Charlotte Vangsgaard, Mikkel Brok-Kristensen and Mads Holme discuss the need to take a patient-centric approach to guide early drug development and clinical trials.
Read MoreIn response to a Venture Beat article about the growing importance of big data, Christian Madsbjerg and Mikkel Krenchel from ReD Associates write about the danger of making computers more like humans.
Read MoreMusic discovery has become a new trend offered by services like Spotify and Pandora, but often the context of discovering music is more influential and meaningful than the substance of the music itself.
Read MoreMikkel B. Rasmussen, co-founder of ReD Associates, argues that instead of Google's 20% rule a clear focus and problem to solve is better for moving from thinking about innovation to leading innovation.
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