Practice
The work takes different forms - research, culture design, writing, technology, markets - but the lens is always the same. Keep it human.
GroundTruth | Research Qualitative research – interviews, observation and AI-augmented analysis – to surface what’s really happening in organisations, markets and communities.
CultureDecode | Alignment Decoding and repatterning the cultural systems that shape teams – including the human side of mergers, acquisitions, restructures and change.
Artefacts | Communications White papers, policy documents and sales decks written with cultural attunement so that they resonate with the humans who read and act on them.
SocioTech | Technology Understanding how humans and technology interact at work and helping organisations bring AI into their teams in ways that actually work.
Fieldwork Rules
Anthropologists must work ethically. These are our fieldwork rules, boiled down for the workplace:
Do no harm. We’re here to help humans thrive, not make them collateral.
Get consent, keep trust. People should know why why we’re here and what will happen with their words.
Context is everything. A shrug in Shoreditch is not the same as a shrug in Sheffield. Meaning depends on the person, their situation, and their specific workplace.
No “view from nowhere.” Humans aren’t neutral, and neither is the data. You’ll always see whose voices are shaping the story.
Share the knowledge. Insights are not dragon’s gold and they’re not for hoarding. They should help the people who gave them, not just the people who paid for them.