Maple is a consultancy that works with the human perspective. We are passionate about understanding people’s lives, needs and aspirations, and we use qualitative methods to do so.

We focus on developing deep insights and clear recommendations that are easy to implement, and that form the basis for human-centered strategies, communication, services and products.

Maple stands for ‘matters to people’ and was founded in 2017.

methods

The foundation of our work is an explorative, curious and open-minded approach. We use qualitative methods such as in-depth interviews, observations, digital ethnography, diaries and drawing exercises to gain insights into peoples’ worlds.

We ask a lot of questions, when we explore people’s needs, aspirations, motivations, barriers, behaviours and decision-making processes, and we have a focus on understanding the ‘why’.

Furthermore, we apply tools from the fields of strategy and communication, when we develop inspiration and recommendations for our clients, as we aim to make results that are tangible, relevant and actionable.

methods

team

Our core team consists of people with a background in social sciences, such as anthropology, sociology and ethnology, and of people with strong creative and strategic backgrounds.

Alberte has solid qualitative experience and has worked on a broad range of Maple’s projects, covering topics such as movie production, museums and NGOs.
She is currently pursuing a BSc in Anthropology at Aarhus University.

Alberte Sloth Poulsen
Junior Consultant
E: asp@maplecph.com

Ann Kathrine has solid qualitative experience and has worked on a broad range of Maple’s projects, covering topics such as finance, unions, healthcare, movie production and museums.
Holds a BSc in Anthropology from The University of Aarhus.

Ann Kathrine Klausen
Junior Consultant
E: akk@maplecph.com
T: +45 2058 2139

Catja is an experienced project manager and has 10+ years experience with qualitative research. Has led insights and strategy projects for private and public organisations, and has focused on topics such as retail, healthcare, energy and transportation.
International experience with project management and fieldwork in countries such as China, UK, Ghana and Brazil.
Has previously worked at the consultancies Copenhagen Living Lab and Empathic Design. Holds an MSc in Anthropology from University of Copenhagen.

Catja Nilsson
Manager
E: cn@maplecph.com
T: +45 6165 7044

Cille has solid qualitative experience and has worked on a broad range of Maple’s projects, with a focus on areas such as museums, children, logistics, healthcare and movie production.
Holds a BSc in Anthropology from The University of Aarhus.

Cille Voxnæs Søndergaard
Junior Consultant (maternity leave)
E: cvs@maplecph.com
T: +45 6126 8664

Hannah has qualitative experience and has worked on a range of projects during her studies with focus on areas such as climate- and nightlife ethnography. She is currently studying a BSc in Anthropology at The University of Copenhagen.

Hannah Izzah Malik
Intern
E: hm@maplecph.com

Johanne combines an ethnographic background with a strategic mindset, as well as international experience. Has 20 years experience, and has worked with clients in media, pharma, finance, FMCG, retail etc.
Has led consumer insights at the media company Sky (London), developed corporate strategy at Egmont, worked at strategy consultancy Red Associates, and developed educational material on strategy and innovation at top business school INSEAD.
Holds a MSc in Ethnology/Sociology and an MBA from INSEAD (France/Singapore).

Johanne Staugaard Johansen
Managing Partner
E: jsj@maplecph.com
T: +45 3144 8877

Josefine has gained qualitative research experience through her studies in European Ethnology, focusing on different themes such as food and national identity, gender and migration. She is currently pursuing a BSc in European Ethnology at The University of Copenhagen.

Josefine Ø. Rasmussen
Intern
E: jr@maplecph.com

Julie combines a background in Journalism and in Anthropology and is an experienced researcher and project manager.
Has worked on projects for various clients, such as within telco, media, pension, finance and the food industry.
Has previously worked in Nordea’s consumer experience team and at agencies like Seismonaut and IS IT A BIRD.
Holds a MSc in Anthropology and Journalism from The University of Aarhus.

Julie Toftdal
Senior Consultant 
E: jt@maplecph.com
T: +45 2131 9405

Julie has solid qualitative experience and has worked on a broad range of Maple’s projects, and has covered topics such as logistics, finance and education.
Holds a MSc in Techno Anthropology from The University of Aalborg, and has studied Political Science, Communication and Psychology.

Julie Vejlin Jensen
Consultant
E: jvj@maplecph.com
T: +45 2270 2274

Liv has strong experience as a qualitative researcher and has worked in areas such as healthcare, city development, NGOs and movie production. Has conducted fieldwork both in Denmark and internationally.
Has previously worked in the NGO SOD Børnebyerne.
Holds a MSc in Anthropology and an BSc in Ethnology from The University of Copenhagen.

Liv Streit Wienberg
Consultant (maternity leave)
E: lwn@maplecph.com
T: +45 3033 8621

Rikke has extensive experience conducting qualitative studies across a wide range of target groups and themes, including evaluation, social sustainability, and stakeholder engagement. Rikke has rejoined Maple after four years at COWI, where she focused on bringing qualitative insights into cross-disciplinary engineering projects. She holds a BSc in Anthropology from Aarhus University and an MSc in Anthropology from the University of Copenhagen.

Rikke Schrader Andreasen
Manager
E: rs@maplecph.com
T: +45 28609930

Sara has qualitative experience from her work as a student assistant on Aarhus University’s research project Afmagt, as well as from her studies of areas such as hospitals, contraception and edcuation. She is currently pursuing a BSc in Anthropology at Aarhus University

Sara Mommsen
Junior Consultant
E: sm@maplecph.com

Thea is an experienced project manager with 10+ years experience with qualitative studies. Has worked with both public and private sector, and focused on topics such as media, pharma, retail, children and vulnerable groups.
International experience with project management and fieldwork in various European countries, as well as Ghana, the Philippines, and the US.
Has consulting experience from the innovation consultancy IS IT A BIRD, Holds a MSc in Anthropology from The University of Copenhagen.

Thea Refsgaard
Partner
E: tr@maplecph.com
T: +45 2337 4698

network

We work with a network of experienced partners whom we have collaborated with for several years.

Emil Thomassen / Müller Thomassen
Art Director

Emil has strong experience from Denmark’s leading agencies, such as Mensch, Gray KBH, Sunrise and Wibroe, Duckert and Partners. Emil works with creative development and design of Maple’s reports. Holds a BA in Visual Communications.

Ingvild Haukeland
Anthropologist, Norway 

Ingvild has solid experience with qualitative methods, as well as project management from the public sector and the NGO sector. Ingvild is Norwegian and works with Maple on fieldwork in Norway. Holds a MSc in Political Science from University of Copenhagen.

Helena Hede
Anthropologist, Sweden 

Helena is a social anthropologist with working experience from both the public, non-profit and private sector. Helena is Swedish and supports Maple with fieldwork in Sweden.
Holds a MSc in Social Anthropology from Lund University.

Gasparo Magnifico
Qualitative researcher, France, Spain, Italy 

Gasparo has extensive international experience with market research and consumer insights, working for large multinationals in e.g. FMCG and luxury. Gasparo speaks fluent English, French and Italian, and helps Maple with qualitative research in France and Italy. Holds a Ph.D. in Theory of Language and Science of Signs (at New York University and Università degli Studi di Bari).

Jana Rohwer
Anthropologist, Germany 

Jana is a qualitative researcher working across the Nordics and Germany. She is specialized in qualitative methods, speaks both German and Danish fluently, and works with Maple on fieldwork in Germany. Holds a MSc in Medical Anthropology from Aarhus University.

Jenny Hvalgren
Anthropologist, Sweden 

Jenny is a qualitative researcher and communicator, specialized in qualitative methods and visual communication. Jenny is Swedish and works with Maple on fieldwork in Sweden. Holds a MSc in Visual Anthropology from University of Copenhagen.