A new approach to understanding and affecting human behaviour through data and deep insights. Superpowered and human-driven.
We improve decision making by providing a data fueled overview of markets and opinions - and deep insights into motivations, behaviour, and opportunities.
Latest news and cases
Understanding and selling happiness across nine markets
Improving presence, conversions and sales through a deeper understanding of national differences in beauty and happiness.
Introducing kidnographers to improve relevance among young people
Rethinking segmentation of younger people and improving relevance in relation to creative development, media and relations.
Creating Denmark's new Museum of Inner and Outer Landscapes
Turning the everyday life of humans from 10.000 years ago into an international museum attraction and a local powerhouse.
Merging mobility data, anthropology, and AI to understand commuter behaviour
Providing DSB with a deeper understanding of changes among commuters and insights on how to address the target group in a period of change.
Utilising AI and Anthropology to obtain a better understanding new market opportunities
By utilising AI-driven semantic analysis and our Mobile-Ethnography platform, we derived 250+ qualitative input from a UK-target group in record time and transformed the input into tangible insights and strategic recommendations.
Introducing AI-enhanced anthropology to audience building in European film
We have helped 20+ international film projects in the Netherlands, Norway, and Denmark.
The PUBLIKUM platform has been presented at international film festivals like Cannes, San Sebastian, Berlin, Copenhagen and Sitges.
Our services
AI-analysis
We apply our AI-driven semantic analysis to produce an overview of any given market, brand, subject, or target group. Through the analysis and comparison of vast amounts of social and media data, we visualise and explain relevant patterns and insights.
See our software
Anthropological research
Our experienced anthropologists apply a series of different qualitative methods and techniques to obtain a deep understanding of human behaviour. We cover the spectrum from traditional observation, focus groups and interview techniques – to data-driven research design.
Mobile Ethnography
In settings where direct and frequent contact is complicated, or when there is a need for a more confidential or private space, we use our mobile ethnography platform to perform qualitative research or activate users in a design process.
See our software
Behavioural data and journey mapping
We translate unstructured data, patterns, and relevant insights into tangible user journeys that help you map and understand human behaviour, barriers, and opportunities. Sometimes data comes from tracking the movement of thousands of mobile phones, other times from geodatabases, point of sale systemss, check- in registrations, etc.
Service and concept design
We design services and concepts that address real needs and pains, and we help you plan for development and implementation through design thinking principles.
Our software platforms
AI-powered semantic analysis
Providing an overview with our ThemeCrawler
In collaboration with techno-anthropologists from TANT-LAB at Aalborg University, we have designed and developed the ThemeCrawler, our innovative AI-software, that supports anthropologists and researchers in obtaining an overview of complex semantic data in any given market, setting, or situation. We analyse data from open digital sources across the globe, and the software provides our researchers with a faster overview and the best possible outset for deeper investigation.
Request a demo here
Mobile Ethnography Research Platform
A safe environment for understanding and sharing
Based on input from experienced researchers, we have designed and developed a secure mobile ethnography-platform, that utilises the mobile phones to build a confidential room for in- depth research, interviews, and creative assignments. The platform enables us to connect with a large group of people in a controlled and protected setting. The platform is developed according to European GDPR-rules and hosted within the EU with a strong focus on ethical handling of personal data.
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The people
Amalie Kjær Kristiansen, Senior Consultant
Amalie is an anthropologist specialized in the field of user-involvement, human centered insights and strategy. She has extensive experience with sustainable tourism development and creative industries.
+45 2989 9204
amalie@willandagency.com
Jesper Thomsen, Partner and Co-founder
Jesper has extensive experience within strategy, communication, and concept design.
+45 4086 4434
jesper@willandagency.com
Lars Tversted, Partner and Managing Director
Lars is an experienced expert in digital strategy, design, and implementation of brands, products and services.
+45 2630 3512
lars@willandagency.com
Maria, Junior Consultant/Intern
Maria is finishing her MSc in Service System Design at AAU. She applies her knowledge and interest in foresight and human-centred design in the development of insights and solutions.
+45 2681 3411
maria@willandagency.com
Niels Alberg, Partner and Co-founder
Niels is specialised within the field of applied research, strategy, and creative business development.
Nikolaj Munch, Data Scientist
Nikolaj is specialising in the field of cognitive science and is well adversed in working with large data sets, semantic modeling, ML and AI.
+45 2128 0232
nikolaj@willandagency.com
Pernille, Junior Consultant/Intern
Pernille is studying a Master in Applied Cultural Analysis and thrives in interdisciplinary projects where qualitative methods and data intersect in new synergies.
Rikke Flodin, Senior Consultant
With a background in anthropology, Rikke has specialised in innovative applied research methods and human-centered insights. In addition, she has extensive experience from working with children and young people as target groups.
Tech and data partners
We work with a series of different datasets and software tools to support our human-centred research
If you are curious about our unique approach to audience research and filmmaking, you are welcome to visit our latest film-related news and cases and our PUBLIKUM-platform