People are not just their name, age, or email. They are not defined by their title or where they work. They are not only what they click or what they buy. They cannot be fully captured as promoters, passives, or detractors. They are more than their comments or complaints. They are nuanced, complex, and often contradictory.
People contain multitudes.
Whether we call them customers, constituents, passengers, patients, users, members, or guests, knowing them wholly is the key to delivering meaningful experiences that resonate.
But forces conspire to limit our understanding.
Instinctually, we reach for ‘Business Intelligence’ solutions to glean insights from what data we have. Yet, these jacks-of-all-trades are ultimately masters of none. They overwhelm rather than enlighten, failing to broaden our perspective or deepen our understanding, leaving us grasping for more. Without revealing the human stories behind our data, how can we build things that matter to them?
We rely on surveys to understand how people see us. However, instead of embracing complexity, traditional research methods constrain us. We're forced to flatten the human experience into a scale from 1 to 10, or a choice between “likely” and “somewhat likely.” Can the intricate motivations that drive behavior be captured in only one dimension?
The paradigm is in need of reinvention.
We imagine a future where every organization — and every person in the organization — operates with a grasp of peoples' holistic nature. Cultures rooted in empathy. And decision makers with the insights and resolve needed to craft innovations that improve lives at ever greater scale.
We believe that building better experiences starts with better understanding people. So, we've embarked on a mission to build the first tools purposely designed to help organizations truly know the people they're here to serve, to uncover the patterns in overlooked data, and to help them visualize human identity in all its richness.