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
Managing Partner
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
Partner
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
Senior Consultant
E: al@maplecph.com
T: +45 6019 1726

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

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

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

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

Johanne has solid qualitative experience and has worked on a broad range of Maple’s projects with a focus such as city development, media, movie production, and vulnerable groups. Holds a BSc in Anthropology from the University of Aarhus.

Johanne Skov Agergaard
Intern
E: jsa@maplecph.com
T: +45 4023 7072

Ingvild is a researcher with solid experience in 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.

Ingvild Haukeland
Anthropologist, Norway (freelance)

Helena is a social anthropologist with an interest in community building, urban development, culture, housing and job-related issues. Has 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.

Helena Hede
Anthropologist, Sweden (freelance)

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.

Jenny Hvalgren
Anthropologist, Sweden (freelance)

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.

Jana Rohwer
Anthropologist, Germany (freelance)

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).

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