Understand people

in context.

Most organizations rely on data that tells them what is happening, but not why.

When you don't understand context, you're guessing.

Your product solves a problem people don't actually have. Your program design looks elegant but collapses on contact with reality. Your stakeholders hear completely different things when you speak. You iterate based on feedback that misses the underlying issue. You spend more, move slower, and still don't know why things aren't working.

Insights that turn tactics into strategy.

We use ethnographic research to uncover the cultural frameworks and contextual factors that determine whether strategies succeed or fail.

Embedded Observation

We don't just ask people what they do or think—we observe behavior in context. We see the competing pressures, cultural frameworks, and institutional forces that shape behavior in real time.

Interviews & Focus Groups

We conduct conversations that go beyond surface-level opinions to understand how people make meaning, what tradeoffs they navigate, and what matters most to them in practice.

Context Mapping

We identify the underlying belief systems, power dynamics, and contextual factors that standard research methods miss—giving you insight into why things work or don't work.

How We Help