Don’t go to the zoo. Go to the jungle!

Why do so many products fail to meet the needs of the users? We believe that it is simply because companies develop their solution too far away from where the magic happens. In the live context. If you really want to see how the tiger live and strive – Go meet the fellow in the jungle! Visit the zoo, if you just want to see the tiger…

As well as performing and applying anthropological investigations of users’ social and cultural context, we take the logical next step: we facilitate a process in which users are actively involved as concept developers. In the concept development process, our approach is aimed at getting concept solutions tested in practice as quickly as possible. The reason for this is that large, complex organisations are seldom able to achieve sustainable results by simply conceptualising solutions on paper. Ideas must be developed, tested and evaluated among the people who they will affect in their daily practice.

Zoom in, Zoom out

To get optimal results from user-centred innovation processes, we employ an iterative work process, constantly shifting from zooming in on users’ first-hand experiences and concrete practical challenges – and zooming out, so that the totality becomes visible. This ensures that our solutions work for the specific department, team or users we are working with, while at the same time functioning in harmony with the organisation’s overarching goals and activities.


Our use of anthropological fieldwork and analysis of user needs guarantees that the final product/service/organisation actually meets those needs. It isn’t enough to know what people do and say in order to design appropriate, usable products, patient services or cultural transformations. It’s also necessary to understand why people do and say what they do. This is why we perform open, exploratory studies and analyses of users in their daily environments. We explore their interactions and relationships with other people to achieve a deep understanding of users’ perspectives, norms and practices in cultural and social contexts.

Problem & Solution

When we develop solutions in collaboration with our clients, we always centre the innovation process on the user’s needs. This gives us the necessary insight into how people in the specific area of practice think and act. We believe that “the problem and the solution has the same DNA”, and that the employees of the organisation should therefore be involved in all stages of the project. A sustainable approach to innovation projects can only be achieved when the organisation recognises itself and the ideas and proposals generated by its members in the solution which is developed, and when they have developed the innovation competences to meet future challenges independently.