Cognizant to buy 49 percent stake in ReD Associates

IT services provider Cognizant today announced the acquisition of 49 percent stake in ReD Associates, a consulting firm specializing in the use of human sciences to understand customer behavior.

ReD Associates and Cognizant Digital Works will assist business customers who are investing in digital solutions. ReD Associates provides insight and strategy based on the social sciences, and Cognizant provides technical development and implementation.

Based in Copenhagen and New York, ReD Associates has worked with global companies to help them form a strategy based on understanding of consumer behavior using social sciences research methods and thinking. Ford, Adidas, Intel, Samsung, Novo Nordisk and Pernod Ricard are some of the clients of ReD Associates.

As part of this exclusive deal, experts, behavioral economists, anthropologists, sociologists, and ethnographers from ReD Associates will work with digital strategists, designers, technologists, and data scientists from Cognizant Digital Works to help businesses connect to real-world consumer behaviors and experiences.

Christian Madsbjerg and Mikkel B. Rasmussen are the co-founders of ReD Associates. ReD Associates will retain its management team, clients, and projects, and operate independently.