From People to
Future Product.
We are an integrated research, innovation strategy, and industrial design studio.
— Trusted By —
Who We Are
We ground your product innovation strategy in cultural and behavioural reality, so every product decision is built on the truth.
Arketyp is a product anthropology studio: an integrated front-end product innovation approach that reveals what will drive customer decisions in the future and turns them into strategic direction, guiding the development of your future value proposition, design, and product.
What We Do
What we bring is unique: deep consumer intelligence, focused innovation strategy, and intentional industrial design that's integrated across your critical path.
A product built on deep consumer understanding asks something more precise: what specific outcome, for this specific person, at this specific moment in their life, is worth building toward? That's the question we start with.
Deep Research & Visioning
A vision isn't about predicting the future. It's about understanding the present more clearly than anyone else. We surface the consumer truths that shape every strategic decision along the critical path.
Radical Innovation
We help you identify new opportunities and novel ideas that challenge the category and shift the terms of competition, grounded in what your future customers will value most.
Adoption Acceleration
We deliver industrial design, brand evolution, and winning value propositions to accelerate adoption, so that what you bring to market communicates the value your product brings with clarity.
Problems We Solve
If you recognise any of these, you're in the right place.
Discovering the right opportunities
Most organisations know their category better than they know the people in it. We surface the cultural and psychological forces beneath your audience's behaviour, going beyond stated preferences to reveal where real value lies and where it's heading.
Identifying unique value spaces
Without a clear view of where consumer needs and business opportunity intersect, portfolios converge on the same territory. We strengthen your product, portfolio, and roadmap by identifying value spaces that address untapped needs for competitive differentiation and commercial growth.
Building winning value propositions
A strategy built on assumption rather than consumer truth produces a product the category expects, not one that shifts the terms of competition. We translate deep consumer understanding into a focused innovation direction: a defined audience, a modelled future market, and a value architecture that connects your enabling technologies to a single, ownable claim.
Accelerating the adoption of novel ideas
The most precise innovation can suffer in the market if the product doesn't communicate its value immediately. We hold industrial design within the same practice as the strategy that precedes it, so your product communicates its value before it's seen, touched, used, or read about.
Who We Work With
We work at the intersection of engineering & emotion.
Luxury & Lifestyle
Automotive, home entertainment, and high-fidelity audio are categories where desire, craft, and emotional resonance are decisive. If your product needs to move people as profoundly as it performs, this is the work we're built for.
Imaging & Capture
Digital imaging and videography: tools for professionals and enthusiasts who demand precision and a product that feels as considered in the hand as it is capable in use.
Personal Technology
Mobile, wearables, and augmented reality form a space where the pace of innovation is relentless and the opportunity to build products with real presence and lasting character is greater than ever.
Home & Office
White goods, FMCG-tech, and office systems are categories where the everyday nature of the product raises the design challenge considerably. The difference between a product your customers merely use and one they value is exactly the problem Arketyp is built to solve.
Leadership
Aage has spent thirty years asking why some products outlast their category and others don't. As an innovator, strategist, and industrial designer, he has led research and product innovation programmes for NEC, Nike, and VW Group, building the practice that became Arketyp around a single conviction: that the distance between consumer truth and finished product is where value is made or lost.
Marta works at the intersection of culture, behaviour, and product strategy. With a doctorate in Economic Anthropology and fifteen years of practice across luxury, automotive, consumer electronics, and healthcare, she brings a quality of consumer understanding to every programme that goes well beyond what conventional research surfaces. Her work for clients including Heineken, HP, and Roche has shaped product strategies on three continents.
Selected Work
Recent engagements.
Hearing the Original
Connection as founding conviction
Our Services
Arketyp can meet your programme where it is.
Product Anthropology
Our integrated offering, spanning the full critical path of your programme, from first consumer insight through innovation strategy to a product ready for industrialisation. Every decision grounded in a single, continuous understanding of the people your product is for.
Strategic Consumer Intelligence
The cultural and psychological forces beneath your audience's stated preferences, surfaced through anthropological methods and calibrated to the strategic decisions your programme faces. You receive intelligence structured around what follows it, ready to act on from the moment it arrives.
Product Innovation Strategy
Your consumer truth translated into a focused innovation direction. A defined audience, a modelled future market, the territories where your product can credibly compete, and a value architecture that connects your enabling technologies to a single, ownable claim.
Industrial Design
Form that follows the logic of your worldview, not the conventions of your category. Function and sculptural intent held as parallel imperatives, so the product you commit to reflects what you set out to build.
Embedded Team
Sustained strategic and creative partnership for organisations that need an integrated thinking partner across the full arc of development, present at each point where the decisions matter most.
Thinking
Where our perspective finds
its voice.
Innovation Strategy
Beyond Optimisation
The forces behind category redefinition
Aage Granaas
Why some products create lasting relationships with the people who own them, and what separates them from those that don't.
Innovation Strategy
Waypointing
The whys behind products people can’t do without
Aage Granaas
People don't just use products. They depend on them to navigate their day. The implications for inno…
Read more →Design
Tension Shapes Form
When function and sculpture meet
Aage Granaas
The most enduring objects are shaped by two opposing design forces held in tension — and the discipl…
Read more →Innovation Strategy
From People to Future Product
The Product Anthropology Practice
Aage Granaas
The case for holding consumer research, innovation strategy, and industrial design within a single, …
Read more →Let's Get Started
Every great product began
with a conversation.
You don't need a finished brief to start a conversation. Just a product worth building.
Engagements are scoped to your programme, not ours.
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