Christian Madsbjerg claims that this fixation on numbers ignores what makes us human.

In this excerpted review of "Sensemaking" by Christian Madsbjerg, Frank Rose discusses the bias against qualitative data, and its strengths in the world of business and tech.

The best CEOs can read a novel and a spreadsheet, ReD co-founder, Christian Madsbjerg, writes. His overarching message is that we should not forget that companies are made up of people and their customers are people, too.

ReD argues that cultural and behavioral context is important for affective applications to successfully read human emotions.

The New York Times discusses ReD’s role in helping develop and broaden Edison International’s approach to energy consulting.

Claire speaks with BBC Radio about how the quality and rigor of ReD’s approach puts the human element back into solving today’s biggest business problems.

Mikkel Rasmussen speaks at TEDx Tottenham about the risk organizations run when they think “inside their head” about future business decisions based on orthodoxies and assumptions

Christian Madsbjerg shares his favorite book pick of the year with Fortune. He explains how it shed light on the limitations of the natural sciences.

ReD began working for Adidas when they wanted to shift their focus from a company whose marketing was positioned around a pro-athlete-inspired audience to one that more directly targeted fitness for the masses.

ReD comments on the importance of people’s lived experiences as being core to democracy in data-driven election campaigning.

Fast Company investigates apps made for the 1% and whether they are sparking interest.

The Financial Times highlights Ford’s reimagined approach to driving - borrowing a social sciences approach, they are able to better understand shifting consumer needs.

The Financial Times investigates Apple’s release of the Gold Watch. Will their decision to enter the luxury space backfire with consumers?

Eliot talks about the costly errors companies make based on shallow market research rather than a rich understanding of real people.

Big companies have a good sense of what consumers want when asked, but there’s a difference between what they say, and what they do - that’s where ReD comes in.

Christian Madsbjerg talks about the costly mistake brands make when they base decisions on rational assumptions, rather than human behavior.

ReD co-founders discuss their book The Moment of Clarity, emphasizing the importance of studying people beyond the spreadsheet.

ReD cofounders speak with Bloomberg about ReD’s phenomenological foundation, methods, and impact for companies seeking to better understand their users.

Inc. discusses the importance of understanding your audience by empathizing with their perspective

ReD founders discuss the shortcomings of big data, and endorse the application of human sciences to better understand people and their motivations.