We are a consultancy firm dedicated to helping businesses, NGOs, and government create meaningful services by drawing upon local insight.

We challenge armchair assumptions about how people view the world and live their lives.


We believe that participating in people's everyday activities leads to the creation of services that are powerful in enriching the human experience.

We ask the right questions to strike a balance between possibility with practicality, bridging what users value with what our clients can deliver:


What are the systems of beliefs,
values, and practices
 of different project stakeholders?

How do social networks advance or constrain individual and group objectives?

What are the rules of engagement in a given field?

How do people use artifacts and materials to carry on with their lives?

Our Clients

Art Provenance  -  Ayala Corporation  -  Bank of the Philippine Islands  -  De La Salle, College of Saint Benilde (CSB)  -  Globe Telecom  -  Hapinoy  -  Johnson & Johnson  -  Mars Wrigley  -  Peace and Equity Foundation (PEF)  -  Peerless Lion  -  Peerless Products (Champion)  -  Roots of Health  -  Sari Software  -  WeDpro


Featured Case Studies


Developing a Financial Literacy Program for Rural Mothers

Many financial literacy programs overlook a key life skill needed by mothers to run their households effectively: numeracy. Our program was co-created with mother-learners in rapid iteration, based on their everyday financial problems involving the four fundamental operations of addition, subtraction, multiplication, and division.

Equipping Teams to Conduct User Research for Creating Digital Services

Large organizations by necessity impose many processes, restrictions, and regulations for service creation. We conducted workshops with innovation teams on how they can incorporate user research while managing time pressure and other logistical challenges.

Creating Venues to Encourage Women to Participate in Rebuilding Post-Disaster

Household efforts to rebuild after Typhoon Yolanda often involve male family members. We work with women architects and disaster specialists to develop an interactive forum in which female residents can learn to build better in ways that address their own spatial concerns involving childcare, household management and other responsibilities.

Understanding Urban Communities for a Chain of Low-Cost Clinics

Typical approaches to healthcare foreground the individual when in reality, health is a social practice. We helped a chain of low-cost clinics create a range of services based on health-seeking strategies within family, gender, and community dynamics.


Applying Ethnographic Techniques to Guide Investment Decisions

Is it viable to develop the Pasig River Ferry System to alleviate Metro Manila traffic? Using anthropological lenses, we have uncovered social, cultural, technological, and environmental clues affecting low ridership despite massive Pasig River rehabilitation efforts.

Identifying Critical Strategies in Addressing Violence Against Women and Children (VAWC) Amidst Destroyed Infrastructure

Barangays need to allocate structures for addressing the needs of VAWC victims, but many of these were destroyed during Typhoon Yolanda. We facilitated design workshops with the Department of Social Welfare and Development, the Philippine National Police, and barangay officials and volunteers, to address VAWC in spite of lacking government infrastructure.

Spotting Product Line Extension Opportunities Within a High-Penetration Category

How can a laundry soap and detergent manufacturer extend its offering in spite of widespread consumption? We explored the range of laundry stains within the everyday life nuances of coastal communities, how residents classify them, and tools used in order to identify new product opportunities. 

Migrating Offline Processes to the Digital Realm

Are there ways to innovate medical consultation systems to make it easier for patients to manage their relationship with their doctors? We explored doctor-clinic secretary-patient relationship dynamics and gathered inspiration to translate offline values and practices into a digital platform.

Facilitating a Training Program on Localizing Design Approaches

Are there new skills, knowledge, and frameworks that can help design educators become more effective in their respective fields? We conducted an experiential training program that allowed participants to explore and adapt new design approaches to the needs of the school community, and within the context of the academe.