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.

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
Director
E: jsj@maplecph.com
T: +45 3144 8877

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
Manager
E: tr@maplecph.com
T: +45 2337 4698

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

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 (maternity leave)
E: jt@maplecph.com
T: +45 2131 9405

Sigrid has solid qualitative experience and has worked on a broad range of Maple’s projects, such as with NGOs, children, finance and films.
Has previously worked in the NGO GirlTalk.
Holds a BSc in Ethnology from The University of Copenhagen.

Sigrid Nørgaard
Junior Consultant
E: smn@maplecph.com
T: +45 2156 4147

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 Wienberg Nørmark
Consultant
E: lwn@maplecph.com
T: +45 3033 8621

Amalie has strong qualitative experience and has worked in areas such as city development, food industry, finance and movie production
Has previously worked at Copenhagen Fashion Week.
Holds a MSc in Applied Cultural Analysis and an BSc in Anthropology from The University of Copenhagen.

Amalie Linnet
Consultant
E: al@maplecph.com
T: +45 6019 1726

Nikolaj has solid qualitative experience and has worked on a broad range of Maple’s projects, such as with NGOs, pension and films.
Holds a MSc in Anthropology from The University of Copenhagen.

Nikolaj Stenkvist
Consultant
E: ns@maplecph.com
T: +45 2834 4911

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

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
E: cvs@maplecph.com
T: +45 6126 8664

Emil is an Art Director with 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 deliveries so that they are easy to access.
Holds a BA in Visual Communications.

Emil Thomassen / Agency Müller Thomassen
Art Director

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

Anne Simonsen
Junior Consultant
E: asi@maplecph.com
T: +45 2577 5344

Rasmus has qualitative experience from projects about topics such as museum experiences and company culture.
Holds a BSc in Anthropology from The University of Aarhus and has studied in Amsterdam.

Rasmus Harder Helsing
Intern
E: rhh@maplecph.com
T: +45 2985 3450

Freja has qualitative experience from projects about topics such as company culture and NGOs.
Holds a BSc in Ethnology from The University of Copenhagen.

Freja Lind Petersen
Intern
E: flp@maplecph.com
T: +45 2363 2660

Ann Kathrine has qualitative experience from projects about topics such as healthcare, unions and finance.
Holds a BSc in Anthropology from The University of Aarhus.

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

 

 

Ingvild Haukeland
Anthropologist, Norway (freelance)

 

 

Helena Hede
Anthropologist, Sweden (freelance)

 

 

Jenny Hvalgren
Anthropologist, Sweden (freelance)

 

 

Jana Rohwer
Anthropologist, Germany (freelance)

 

 

Gasparo Magnifico
Qualitative researcher, France, Spain, Italy (Freelance)

 

 

Jenny Hvalgren
Anthropologist, Sweden (freelance)