As researchers, we believe wonder is not a waste of resources.
Pursuing knowledge and understanding requires questioning the underlying purpose, intent and impact of our collective efforts.
Driven by intellectual curiosity and empathy, we seek a deeper understanding of others: our colleagues, our clients, and their user communities.
We are detectives (not psychics) reliant on evidence and data to guide our discovery. We seek to interrogate assumptions and invalidate hypotheses—continuously question orthodoxy and what others take for granted—to uncover facts as foundation for our designs.