About
We work in the space between cognitive science and cultural meaning.
Premise
Most research listens to what people want to say and are able to say. We listen to what they can't.
ZMET (Zaltman Metaphor Elicitation Technique) was developed at Harvard to surface the metaphors that organize human thought. For years we've adapted it to Turkish culture, where meaning is layered, oblique, and rarely linear.
What emerged is a studio practice — closer to ethnography and cognitive psychology than to the panel-and-deck research firm. We work in small teams. We write our findings as essays. We deliver maps, not dashboards.
Principles
Four commitments we won't compromise.
- 01
Depth, not volume
We'd rather understand twelve people completely than survey twelve hundred superficially.
- 02
Image before language
We start with what the mind sees, not what the mouth says. Words come last.
- 03
Culture isn't decoration
Turkish meaning has its own grammar. We don't translate frameworks, we build them here.
- 04
An insight is a sentence
A finding that can't be said in one line isn't yet a finding.
Partners
We work with brand teams, strategists and founders who suspect the obvious answer isn't the real one.
Work with us →