Episode 14
Featuring Christian Madsbjerg
Demetri Kofinas speaks with Christian Madsbjerg, the founder of ReD Associates, a consultancy group focused on helping companies bridge the qualitative divide between themselves, their products, and their customers. Together, the two examine the world from the perspective of human experience - what philosophers call "phenomenology."

In this week’s episode of Hidden Forces, host Demetri Kofinas speaks with Christian Madsbjerg. Christian Madsbjerg is the founder of ReD Associates, a consultancy group focused on helping companies bridge the qualitative divide between themselves, their products, and their customers. The anthropologists, sociologists, economists, journalists, and designers who make up ReD employ the methods of social science to study human behavior. Instead of minimizing complexity, they embrace the non-linearities illuminated through human experience, helping companies reinvent themselves and their products from the bottom up.

In today’s conversation we examine the world from the perspective of human experience. This is what philosophers call “phenomenology.” Rather than objectify reality, we will revel in its subjectivity. Rather than discount our senses in favor of hard data, we will discount the data in favor of our experience. Experience matters. Reality is messy. Data is fuzzy. The problem of consciousness is hard. Try as we might to fit the world to our models, reality has a stubborn way of eluding even the most disciplined researcher. The most experienced traders don’t make decisions off of a spreadsheet. They use their intuition. The same intuition that you use when deciding who you can trust, if the price you are paying for something is too high, or if there’s something off about a room, or a scene, or a story you’ve just heard. To discount the authoritative wisdom that comes from lived experience is to discount the very question that has lead you down the path of inquiry. It is to discount everything that makes life meaningful. And if we want to understand the world around us – why we do what we do – then that journey must begin and end, with the human experience.

Producer & Host: Demetri Kofinas

Editor & Engineer: Stylianos Nicolaou

Join the conversation at @hiddenforcespod

 Christian Madsbjerg has been leading projects and client programs since ReD’s foundation. Christian holds a specialist role in ReD as director of client relations and focuses on ways to rigorously study human behavior and on ways to understand why particular methodologies need to be applied in order to do so. He writes, teaches, and speaks about the kinds of methods and reasoning needed for fact-based investigations of human activity, emotions, and decision-making processes. He is the author of books on social theory, discourse analysis, and politics. Christian studied philosophy and political science in Copenhagen and London and has a Masters from the University of London.



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