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Leif Bonderup

Co-founder
MA. Philosophy and Literature. Aarhus Universitet.
AA
Telefon: +45 26 27 42 41
Email: leif@morphic.dk

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Like being in the head of the customer

For more than 17 years, I have helped companies develop and realize their potential by understanding humans, life worlds and market dynamics. 

I love to explore the practice of everyday life – by seeing the big picture and by digging into small details in how and why people make meaning in their lives. And I find it fascinating to identify how businesses can grasp these insights and create value for themselves, for customers and for society. 

Over the years I have conducted over 500 studies within all qualitative methodologies. I enjoy combining sharp research design with soft improvising skills. I see it as an honor in every research to assist participants in expressing themselves and discovering their tacit knowledge and implicit horizon of understanding. 

My background in philosophy, semiotics and literature makes me sensitive towards how meaning is generated by humans, by (sub)cultures and by businesses. And I enjoy finding concrete solutions to big and small problems, quests and dreams. 

I also write articles and blogs about cultural trends, business strategy and politics. Please find some of them below: 

Fra nudging til Coronas brutale benspænd from March 20th 2020 Read

Solidaritetens genfødselfrom March 10th 2020 Read

SXSW sætter mennesket i forgrunden from March 15th-18th 2019
Part 1 Read, Part 2: Read, Part 3: Read

Folkeskolen er stærkere end bulldozere from April 9th 2018 Read

”I behøver ikke disrupte jer selv”  Read

“Er kunden virkelig i centrum?”. Om Jobs To Be Done som redskab i innovationsprocesser.
Bragt som kronik i Børsen, 14. oktober 2017 Read

“Rødt kort til kreativiteten”. Om sportsmetaforer i business verdenen.
Bragt som kronik i Børsen, 27. maj 2017 Read

“Understanding Children and their Families” in Thomas Bjørner (ed.):
Qualitative Methods for Consumer Understanding, 2015 Buy

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Claus Rantzau

Co-founder
Cand. Ling. Merc. International Business Communication. CBS
Master. Experience Management. Roskilde University
Telefon: +45 53 63 56 35
Email: claus@morphic.dk

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A Strategic Eyeopener

Over the last 20 years I have helped companies and organizations identifying and realizing their business potential through deep insights and foresights. I engage passionately in the work I do for my clients and I enjoy challenging business-as-usual presumptions and conventions – not for the fun of it – but to help to get to the core of the problem which needs to be researched. 

My educational background in commerce and communication forms my approach to clients. An insight is never just an insight, but always an opportunity to explore, estimate and evaluate how it can help drive a better business or reach an audience in more convincing ways. I also look at things from an experience economy perspective, making sure that initiatives will generate emotional value to the end user. 

I help clients see the bigger perspectives in things, but at the same time I always give tangible and actionable recommendations. I want to make it clear to clients how they can benefit from something and what they should do in order to make it happen. 

I am perpetually curious about life, science, society and nature. I enjoy combining deep insights in human life-worlds, macro trends and what role technology plays for consume

I often give talks and write articles. You can read some of them here: 

”Du skal fejre erfaringen – ikke fiaskoen” Read

Er algoritmen ved at sætte vores dømmekraft ud af spil?” Published as
a chronicle in
Børsen, March 29t Read

“Oops I dropped the Lemon Tart”. LinkedIn, September 5 2016 Read

“Do You Know the Customer’s Jobs to be Done?”. LinkedIn, September 17 2015 Read

“Workshops as a tool for transforming qualitative knowledge into action” in Thomas Bjørner (ed.):
Qualitative Methods for Consumer Understanding, 2015 Buy

ASSOCIATE PARTNERS

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Christoffer Hjelm-Hansen
Strategic Designer.
Founder of Frembring

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Jacob Høgild
Expert in quantitative research about markets, customers, organizations and employees 
Partner and Founder of Human Engage. 

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Sanne Dalgaard Madsen
Senior consultant within qualitative research
Email: sanne@morphic.dk

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Jeppe Linnet
Danish/Swedish senior consultant within qualitative research.
Founder of Linnet Research

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Tue Timm
Web and graphic designer
Founder of 7Dwarf

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Nikolaj Holm
Illustrator and designer.
Founder of Weirdo

ADVISORY BOARD


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Kris Østergaard
Co-founder and Chief Learning & Innovation Officer at SingularityU Nordic

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Peter Mægbæk
CEO & Founder Plenti

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Anne Vorre Hansen
Postdoc/Innovation Scientist at Social Science and Business, Roskilde University



We are specialized in the following industries

Automotive & Assembly
High Tech
Media & Entertainment
Toys
Telecommunications
Furniture
Financial Services
Retail
Food & Beverages
Travel, Transport & Logistics
Energy
Public
NGO’s

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