Twisting draws its know-how from anthropological posture
Observing reality: Practices and uses, collecting perceptions and imaginary worlds
Measuring and translating gaps between business, scientific, corporate, and user cultures
Raising collective intelligence to give substance to ideas
Twisting comes into play at a key moment in the innovation cycle: a technology or scientific discovery is born, but its adoption and impact remain uncertain. We help reduce this uncertainty by confronting the innovation with reality (uses, perceptions, imaginaries) and transforming it into an appropriate, useful, and desired solution.
Our conviction
Defining the right use and the right imaginary ensures that the technology is appropriate, useful, and beneficial to society and profitable for the company.
While designers or developers are convinced of the benefits they can bring to users, users are often less spontaneously convinced, and even tend to distrust technologies they don't see a need for or don't understand.
If you get involved with the real world-your users and customers-early on, you'll be able to develop :
Ensure the usability of your product, so that you win more users than you lose.
Integrating user perceptions and needs challenges our beliefs and sometimes our development plans. A PowerPoint presentation is not enough to integrate these new paradigms. Collective intelligence techniques help change the perspective.
Inspired by
Immerse science in social reality.
Anthropology is a discipline whose primary purpose is the analysis and interpretation of difference.
Another way of thinking, (...): it's about being able to “think in someone else's place”, and for this reason Kant called it “extended mind”.
The problem is not technology, but the lack of technical culture.
To stay in the trouble, we must learn to be truly present, not as vanishing pivots between a terrible or Edenic past and an apocalyptic or salvific future, but as mortal creatures mingled in a myriad of unfinished configurations of place, time, subject and meaning.
One thing that is severely lacking in our time is the art of living with technology.
Founded in 2012 by Daphne Marnat, Innovation Anthropologist.
Daphné Marnat has over 20 years' experience in supporting French and American startups and major international groups in developing their innovations, and 15 years of entrepreneurship, including the startup Unbias, which develops frugal and inclusive AI models.
What does Daphne excel in?
bringing innovation down to earth
thinking at the intersection of science, engineering, and society
activating collective intelligence
translate and disseminate
Unbias is an independent French deeptech specializing in bias identification and mitigation. Initially developed for basic models of natural language processing and understanding (NLP + NLU). Unbias also offers tools from our frugal R&D to speed up your model training and save energy.
Anthropik is a network of professional socio-anthropologists, founded in 2015, specializing in understanding human behavior. We have been active members since its founding and work regularly with the network's experts.
