“While Ford used to design cars based on what engineers want, it is now trying to create them based on what consumers want to experience” 

In this groundbreaking study of cancer patients treated with immunotherapy for stage IV cancer, ReD has illuminated the particular state of patients who survive longer than their initial prognosis. These patients are able to achieve a state of normalcy, despite having a terminal condition.

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.

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.

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

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%.

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.

Christian Madsbjerg talks to J. Massey on the Cash Flow Diary podcast. The episode goes deep into understanding customers as people instead of just abstractions and how to make better business decisions.

In this episode, ReD co-founder Christian Madsbjerg discusses his approach to studying the social shifts emerging from the COVID-19 crisis talks. He provides insight into how we can conduct better high-stakes decision making under stress and why we need to overhaul how knowledge is created and organized.

ReD’s Eliot Salandy Brown talks about the values and perspectives of Generation Z and how they differ from those of millennials on “Tell me Everything with John Fugelsang.”

ReD’s Millie Arora talks to Cheddar producers live from the trading floor of the New York Stock Exchange, about Generation Z’s pragmatic approach to money and personal finance.

Christian Madsbjerg discusses the ideas behind his book, “Sensemaking: The Power of Humanities in the Age of the Algorithm”.