We discover what
matters to people


Maple is a consulting company that helps our clients
understand people’s needs, and create human-centered
products, communication and strategy.

Explore our work

How do consumers understand climate changes and Danish Crown’s climate initiatives?

Learn more about this and other cases


Ethnographic tools

We develop a deep understanding of people through interviews, observation and visual exercises.

Read more about our approach


Meet the team

We share a genuine interest in why people behave, make decisions and shape their lives as they do.

See who we are


Case study: COOP

How can Coop develop a clear CSR-strategy that resonates with both customers and employees?

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Case study: The National Museum

How do guests experience The Museum of Danish Resistance and the communication around it?

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Case study: CM Port

What characterize the perception and experience of cruise ship tourism?

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Case study: Nordisk Film

What does entertainment mean to Generation Z and what are their key needs and challenges?

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Case study: Tulip

What characterizes young people’s perception of food, their shopping habits and cooking skills?

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Case study: The Mary Foundation

How do BookFun users evaluate the program, and how it be improved?

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Case study: Matas

How can we redefine Matas’ purpose and make it resonate with customers, employees and partners?

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Case study: Novozymes

What characterizes laundry routines and stain removal in Brazil and the UK?

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Case study: DOT

What is the public transportation customer journey and the needs for information during the journey?

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Press: Opinion piece

In an opinion piece published in Børsen, we argue that a strong working community requires proactive leadership. Our key points are based on fieldwork in various workplaces – from slaughterhouses to top law firms.

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Press: Podcast

Is the culture fit to fight? Maple’s Catja Nilsson participates in a discussion with Energinet’s CEO about the organisation’s culture and strategy. The discussion is based on an anthropological study that included more than 200 Energinet employees, and which shed light on working routines, processes, the overall vision and its relevance.

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Press: Article

Patients’ quality of life can be significantly improved if health care professionals understand the patients’ everyday life to a higher extent, and provide the patients with guidance that meet their needs and challenges. This is one of our key points in an interview published in the magazine PharmaDanmark.

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“Maple has helped Coop develop a new CSR-strategy. Maple’s analysis and range of insights have been very interesting and valuable for us and have given us a much better understanding of our customers and other stakeholders. Maple has been very professional and proactive throughout the process, and we have very much enjoyed working with them.”

Louisa Raith, CSR project manager, Coop

“We are very satisfied with the results. You have summarized and made conclusions in a way that makes us able to use the results right away, and that is far from always the case with qualitative research”

Jacob Ærenlund, Business Development Director, Danish Crown

“Short videos along with actionable go-to-market recommendations gave us a solid basis for both internal strategy discussions and customer dialogues. We have very much enjoyed working with Maple”.

Marie Skjold-Jørgensen, Senior Business Development Manager, Novozymes

“Maple have been extremely good at understanding our challenges and how they could compile a deliverable that would provide the most value for us. They have gone a step further and have not only delivered insights, but also actionable recommendations for what to do from here. This is unique.”

Charlotte Roesgaard, Head of Nordic Consumer Insight, Nordisk Film

“Working with Maple as a strategic partner has been a true gift to Matas’ strategic journey.”

Elisabeth Toftmann Klintholm, Head of Investor Relations and Strategy, Matas A/S

“It has been a great pleasure working with Maple. They proactively seek to understand our
business and needs, their consumer insights have brought us new knowledge – and some surprises – and their recommendations are clear, visual and easy to implement.”

Thomas Grøndahl, Customer Insight Manager, Danish Crown Foods