Discover The People

BEHIND YOUR PRODUCTS, CULTURE & STRATEGY

WHAT WE DO

Azimuth Labs is an anthropology consulting firm offering product development, organizational culture, and corporate strategy consulting.

PRODUCT DEVELOPMENT

We help clients innovate new products or optimize existing ones by using ethnographic research to inform a product management and user experience (UX) practice.

ORGANIZATIONAL CULTURE

We help clients define and execute change management strategies by using ethnographic research to deeply understand their work practice culture before changing it.

CORPORATE STRATEGY

We help clients understand the competitive landscape and plan their business strategy by using ethnographic research to make sense of consumers and markets.

“Not Everything Valuable is Measurable”

DR. TRICIA WANG

HOW WE DO IT

Using mixed-methods research, including ethnography, we research the human experience and through the application of social theory, discover insights that enable your product development, organizational culture, and corporate strategy.

1. LISTEN WITH EMPATHY

We listen to your business goals and problems with intent and empathy, as we seek to understand the business needs from your perspective.

2. REFRAME THE PROBLEM

We reframe your business problem from the perspective of the people who interact with your products or work in your organization.

3. CONDUCT THE RESEARCH

We openly explore the problem space using ethnographic research methods to produce a thick description of the people behind your problem.

4. DISCOVER THE THEMES

We peel back the layers in the data to discover the root causes that produce observable behaviors, patterns, and beliefs of the people.

5. SURFACE THE INSIGHTS

We use the themes to produce insights that help your business understand previously unknown unknowns or poorly understood concepts.

6. DESIGN FOR CHANGE

We translate the insights into actionable tactics that you can use to create impact and enable your product, culture, or corporate strategy.

“Stories Are Just Data With A Soul”

DR. BRENÉ BROWN

WHO WE ARE

We are a team of anthropologists, strategists, and technologists.

MATT ARTZ, MS, MBAFounder & Principal Researcher

Matt Artz is an applied anthropologist with over a decade of experience working in user experience (UX), product development and business strategy. He has led research, design, and agile product management efforts to ship and scale web and mobile products in the enterprise and consumer space for international Fortune 500 companies as well as venture-funded startups.

LAURA NOVAKOWSKI, RN, MBASenior Consultant

Laura Novakowski is a certified executive coach and change and implementation facilitator. A former senior healthcare executive herself, Laura focuses on culture change and alignment at all levels of an organization. Laura’s experience includes working with communities, large healthcare systems, Fortune 500 Companies, and government agencies (e.g., Department of Defense, US Marine Corps, US Navy, and US Air Force).

REX DUMDUM ME, MBA, PHDSenior Consultant

Dr. Uldarico Rex Dumdum is an Associate Professor of Information Systems and Leadership in the School of Business and Global Innovation at Marywood University. His work includes problem formulation in ill-structured complex situations, sensemaking, requirements engineering, contextual intelligence, innovation, convergence of technology, leadership development, and strategy.

ADAM GAMWELL, PHDQualitative Researcher

Dr. Adam Gamwell is a cultural anthropologist with international experience in ethnographic and contextual research, narrative media production, cultural analysis, social strategy, and education. He is also the founder, creative director, and executive producer of the This Anthro Life (TAL) podcast which explores what it means to be human by interviewing guests from industry and academia.

DANIEL SPUTA, MSQuantitative Researcher

Daniel Sputa is a quantitative researcher, business analyst, and product manager with deep experience gathering requirements, creating product roadmaps, agile sprint planning, backlog creation and grooming, and analytics. He is certified in Agile Coaching (CAL I), Agile Product Management (APM), Project Management (PM), and Lean Six Sigma Green Belt (LSSGB).

CAROLINA SEVERICHE, MDMedical Advisor

Dr. Carolina Severiche is a medical doctor with a research focus on evidence-based medicine and public health. She has conducted research on the mortality risk factors in patients with hematological neoplasms and the classification of intrinsic subtypes of breast carcinomas, and a book titled Paciente Oncológico En Cuidados. She is currently conducting research in genomics and advises on medical projects.