As 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 MoreChristian Madsbjerg and Mikkel Rasmussen discuss their book The Moment of Clarity and how putting the human element back into business can help solve some of today’s biggest business problems.
Read MoreInstead 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.
Read MoreIn 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.
Read MoreIn this podcast for Data Informed, Christian Madsbjerg and Mikkel B. Rasmussen, co-founders of the ReD Associates consultancy, discuss how big data is an insufficient tool for understanding customers.
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 MoreThe 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.
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 MoreSpeaking at a TEDx Lower East Side NYC event, Christian Madsbjerg from ReD Associates discusses two competing methods for understanding people that are battling it out in the business world.
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 MoreWhat’s special about anthropologists is that they “work without hypotheses," says partner at ReD Associates, Mikkel B. Rasmussen.
Read MoreIn an article in The Economist, the decade-long relationship between Adidas and ReD Associates, an innovation consultancy based in the human sciences, is showcased.
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.
Read MoreBig data are useful for answering straightforward questions, but truly great marketing campaigns are able to tap into a larger cultural zeitgeist, which is missed by algorithms.
Read MoreResponding to the Washington Post article “Do we need more humanities majors?,” ReD Associates co-founders Christian Madsbjerg and Mikkel B. Rasmussen argue that the answer is a definitive yes.
Read MoreDespite media portrayals of Chinese women as passive and meek, ReD Associates’ research in China shows that women, now more than ever, have empowered mindsets and practices that govern their lives. ReD Associates partner Charlotte Vangsgaard discusses in Quartz how the Chinese media does not reflect the cultural and economic realities of Chinese women.
Read MoreThere are two types of data found in the social sciences: big data and thick data. Big data in and of itself gets people wrong because it focuses solely on correlation, not causation.
Read MoreReD Associates partner Christian Madsbjerg argue that it is a big program that only $146 million (USD) was invested in the humanities in 2013, while $3 billion was invested in the hard sciences.
Read MoreGraeme 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.
Read MoreChristian 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%.
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