It depends
AI & ML interests
At It depends, we specialise in untangling the messy human experience. We were training machine learning models and applying 'artificial intelligence' long before the LLM era. This is how we learned that fancy algorithms are no substitute for careful research design.
What if everything you know about your customers is almost true?
At It depends, we specialise in untangling the messy human experience. Our clever research designs and advanced quantitative methods help businesses make sense of human attitudes, needs, and behaviour.
Unchallenged assumptions can lead to costly mistakes.
This is why curious leaders trust us to solve for the human truths that drive smart business decisions.
Doing research differently
It depends is an unconventional research consultancy. We were founded in 2023 by a duo who left the traditional consulting industry to deliver more truthful, more efficient, and more actionable human insights.
Our small, high-performing team comprises experts in social research and data science. Based in a former butcher’s shop in Copenhagen, we provide full-service research consulting.