Between “we are a data-driven company” and how decisions are actually made there is a chasm — budgets, products and people fall into it. We work in that chasm.
Where this comes from — the story of why the Institute exists.
People who make decisions with incomplete evidence. Hover a card to see what each of them fears.
Decide: bets, priorities, markets, risk.
Fear: false certainty at scale — and untruth hiding in metrics or data.
Decide: what to build and why.
Fear: shipping a persuasive mistake — and analytics that won't reconcile with research.
Decide: who, promise, positioning.
Fear: confusing stated preference with demand — and losing the sense of who the customer is and what they need.
Decide: systems, people, policy.
Fear: delegating accountability to a tool — and losing control.
One institution, six lines — and this is how they actually connect. Research feeds programs and playbooks; those set the standard for decision making; live cases flow back into research. Community and Library live off all of it.
Meet the founder
Researcher, lecturer, consultant — and a mentor with more than 200 sessions in the last six months.
Ten years of mixed-methods practice, hundreds of interviews a year. I wrote “So They Lied to You” — the Institute's first tool — because everything I teach was first done by hand, broken, fixed and documented honestly.