Insight Lab

We humanize strategic decision-making with qualitative and quantitative cultural decoding expertise. As psychologists and sociologists, we unite under the simple belief that everything has meaning. We excel at decoding human truths, cultural tensions, and uncover biases. With empathy-fit insights, we transform business challenges into strategic advantages.

Understand People

Do you seek meaningful insights into people, culture, categories, and brands?

We train and coach teams to grow their empathy for the people we serve. Immersions are a great way to step into people’s lives. Read more about the benefit of growing empathy in Fierce Empathy

Behavior Change

Do you seek cues to change people’s behavior?

We are a diverse team of academics trained in understanding people and culture. Infused with neuroscience we detect ways to influence behavior, and interpret the difference between what they say and do.


Do you seek scenarios for a future-fit brand?

We discover future scenarios. We trained people across the globe to decode trends and value shifts. Together, we uncover new ways for brands to be relevant in people’s lives.

Market Expansion

Do you seek business growth from untapped opportunities?

We define strategic growth platforms anchored in cultural shifts and emerging behaviors. We uncover new markets and categories rooted in needs. Listen: Motivations by Moniek Tersmette

Audience Expansion

Do you seek to recruit and retain new consumers and customers?

Beyond personas and segmentations, we decode the identity strivings of the people you want to serve. Unveiling their tensions and aspirations allows us to engage with them in a relevant and resonating way.

Competitive Edge

Do you seek to differentiate your brand and portfolio?

Semiotics identifies cues, codes, and narratives within a cultural context. This allows one to sharpen a position and prevents a dissonance between the intended and perceived meaning of communication.


Brand Lab

We combine psychology and business skills to build future-fit business strategies and brand positionings. We focus on the why behind data, looking for greater human and cultural relevance to develop leading brands. We provide a long-term vision to drive business, brand, communication, and innovation. Over the last 15 years, we worked on brands representing over a trillion dollars by putting people and purpose first.

Category Strategy

We offer strategic guidance using people’s behavior and competitive landscapes to make informed decisions that drive success—identifying growth opportunities and optimizing brand positioning. 

Purpose Positioning

Our signature experiential Purpose Dive is designed to create future-fit brands. We uncover cultural tensions and craft a brand positioning that resonates with the people you serve, sets you apart from competitors, and drives results.

Brand Storytelling

Storytelling allows you to resonate with the people you serve. This brings your positioning to life, builds emotional connections, and drives brand loyalty. We craft a story that lands a compelling message for your brand and business.

Innovation Strategy

Transform vision into reality by uncovering hooks that create value for your business. We use ideation techniques to collaborate with your team and explore ideas and opportunities that can drive meaningful change.

Skills & Capabilities

Stay ahead of the curve by creating a marketing culture of excellence. We offer customized training and the strategic guidance needed to drive new behaviors and implement cutting-edge tools within your marketing department.

Activation into Action

Bring purpose into action by executing your positioning strategy with impact. With a focus on strategy and implementation, we help you to activate your brand potential and drive measurable success in real life.

Change Lab

Business happens in a complex and ever-evolving environment. To thrive through change, it requires more than analytics and planning — you need alignment between the human and business dimensions. Our experts in psychology, culture, strategy, purpose, and sustainability reframe your challenges into opportunities. 

Humanizing your most challenging business problems is what we do.

We see how the speed and complexity of change stifles our humanity. That’s why in all our practices we apply human sense to business challenges, with empathy as our superpower.

Our deep insights help you understand what people in your ecosystem want and stand for, and we use that to create more relevance and resonance for your business. This drives meaningful growth.

We pioneered purpose in branding and motivational research, and today we expand our focus to include organizations and their full ecosystems.

For more information on how we can empower your business and organization, contact us at