WHAT WE DO
We blend emotional intelligence and advanced analytics to create insights and ideas that drive growth for the world’s brightest brands.
WHY WE DO IT
Most companies harness the power of numbers — but overlook the beautifully complex, irrational, and emotional nature of humans.
When data meets empathy, magic happens—ideas stick, brands connect, and value lasts.
And with AI, our human strengths aren’t replaced—they’re amplified. It’s how we build loyalty, spark innovation, and shape the future.
OUR OFFERINGS
INSIGHT
Human Insights
For Business Growth
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Proven psychology-based qualitative techniques coupled with advanced quantitative analysis to inspire innovation.
BRAND
Strategy, Positioning
& Roll-Out
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Insight-based and rigorously tested needstates, segmentations, and architectures to win the hearts of current customers and expand into the next demographic or segment for growth.
INNOVATION
Product &
Pipeline Development
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Deep, emotive mapping of unmet customer and consumer needsthat you are uniquely positioned to solve — with clear value proposition, pipeline and action plan to grow the future of your business.
CULTURE
Embodying
Brand Values
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Design thinking and Brand experience models applied to internal culture and employee initiatives to drive engagement, productivity, and top-line results.
“Awen’s Founder, Cara, has an incredible ability to dig into human behavior, understand where brands can play given competitive sets, and then does a masterful job at developing pipelines. She uses a wealth of tools and exercises that expand the range of ideas from close in to break through.”
OUR WORK IN ACTION
CASE STUDY 1
B2B: From Unclear
Proposition to Market Resonance
CASE STUDY 2
F&B: From Market Crowding to Unique Community Ties
CASE STUDY 3
CPG: From Feminine Hygiene to Female Self-Care
“The integration of head, heart, and hands is what makes sustainable and real change happen.
Innovation is fundamentally a human discipline— and it requires creativity, collaboration, and curiosity just as much as clear KPIs.”
CARA THOMAS
FOUNDER OF AWEN LABS
INTERVIEWED BY NASDAQ
“Cara offers a creative and strategic approach to solving any challenge. She puts human and consumer insights at the heart of everything she does.”
HOW WE DO IT
Our methodology gets you deep insights and resonant ideas — faster.
We call it Strategic Sensing™ because it’s about attuning to both the seen and unseen—combining data, human psychology, and creative intuition to craft opportunities and solutions that others miss.
THE STRATEGIC SENSING™ METHOD
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We teach our clients to go beyond traditional research methods, attuning themselves to their consumers, in their actual homes and lives, where the contradictions that drive real purchase decisions are revealed.
We couple these psychology-based experiences with advanced analytics and artificial intelligence to reveal deep learning and meaningful patterns that drive better business decisions.
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We help our clients stretch their thinking and imagination through techniques that liberate traditional brainstorm processes, generating more innovative and surprising thinking.
Our proprietary methodology blends the best of neuroscience, creativity and human intuition with the power of AI-driven pattern recognition.
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We help our clients turn informed insights into actionable brand positioning, experiences and ideas that thrive in the market.
We blend cutting-edge creative techniques, behavioral science, and analytical depth to ensure ideas blend human nuance and commercial rigor. -
We embed learning into the DNA of every project, enabling team members to practice and embody innovation behaviors so that ideas can continue to flourish long after consultants have left.
“Our engagement with Cara was indispensable, driving both Voice of Customer initiatives and branding efforts. Her adeptness in extracting insights from customers and fostering collaboration with the leadership team significantly contributed to new ideas and a better work product while ensuring we had fun along the way.”
LET’S CONNECT
How can we support your brand and innovation breakthroughs?
Drop us a note here!