
Smart People Podcast
Christian Madsbjerg and Mikkel Rasmussen
Feb 24, 2014
Christian Madsbjerg and Mikkel Rasmussen, Co-Founders at ReD Associates, discuss the importance of using human sciences to solve business problems. They explore the limitations of relying solely on data analysis, the complexity of approaching unknown problems, and the process of understanding consumer behavior through field work and ethnography. They also highlight the four phases of problem-solving and the ability to predict consumer trends.
40:33
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Quick takeaways
- Red Associates uses human sciences like anthropology and sociology to provide unique insights into consumer behavior and solve business problems.
- By studying people in their natural environments, Red Associates uncovers unarticulated needs and explores cultural contexts to identify asymmetries between established mental models and consumer experiences.
Deep dives
Applying Human Sciences to Solve Business Problems
Red Associates is a consulting firm that uses human sciences such as anthropology and sociology to provide unique insights into consumer behavior and help solve business problems. They approach problems by immersing themselves in the real world, observing and interacting with people to understand their behavior and needs. By reframing business questions in terms of human phenomena, they gain a deeper understanding of consumer experiences. Through fieldwork, data analysis, pattern recognition, and insight generation, they help companies identify gaps, opportunities, and potential innovations. Their approach values intellectual curiosity and critical thinking, which enables them to make sense of complex cultural and market dynamics.
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