Consulting
Directions this work is being built towards.
Areas of interest
Behavioural insights
Understanding what people actually do inside a service, and why the designed path and the used path diverge.
Human-centred AI
Bringing evidence about real behaviour into the specification of AI products, before assumptions are hardened into code.
Digital trust
Diagnosing where trust is built, lost and repaired across a digital service, and what accountability would need to look like.
Healthcare innovation
Anthropological perspectives on care, authority and adoption in clinical and digital health settings.
AI governance
Testing frameworks and principles against the people they claim to protect, particularly in African contexts.
Customer experience
Qualitative depth where analytics stops: the reasons behind the behaviour a dashboard can only count.
Research strategy
Helping organisations decide which questions are worth answering, and which method will genuinely answer them.
Human research
Ethical, rigorous qualitative study design, fieldwork and analysis for teams without in-house social science.
Principle
The organisations worth working with are the ones willing to have their assumptions about people tested.
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