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Cognizant’s 49% Buyout in ReD Associates to propel Customer-Centric Digital Economy


Cognizant announces successful take hold of 49 percent stake in ReD Associates. Aiming to tap customer behavioral in the digital crony businesses era; the partnership will enable strategy experts, behavioral economists, anthropologists, sociologists, and ethnographers from ReD Associates will work with digital strategists, designers, technologists, and data scientists from Cognizant Digital Works to help businesses connect more closely to real-world consumer behaviors and experiences. ReD Associates will retain its management team, clients, and projects, and operate independently.

“The philosophy behind our approach to research and meaningful insights is the science around understanding how things are experienced,” said Christian Madsbjerg, co-founder, ReD Associates.  “By joining forces with Cognizant, we are able to expand our business and believe that we can create an entirely new model for how digital strategy is conceived and – most importantly – executed.”

“While it may sound counterintuitive, ‘being digital’ also means being more human,” said Gajen Kandiah, Executive Vice President, Cognizant Digital Works. “A richer understanding of human behavior can unlock new opportunities for our customers. Based on a deep understanding of what people really want and need, we can use technology to provide more meaningful and engaging experiences. Our partnership with ReD Associates is a natural extension of our current joint work with select clients. Together, ReD Associates and Cognizant Digital Works provide a unique value proposition to customers who are considering digital solutions. ReD Associates provides clients with insight and strategy based on the social sciences, and Cognizant provides technical development and implementation at scale.”

Mikkel B. Rasmussen, co-founder, ReD Associates, added, “There is a natural fit between our companies and with the Cognizant Digital Works approach in combining strategy, design, technology, and industry knowledge to create, prototype, and deliver compelling digital transformation for clients.”

Stipulated information of the investments was not being disclosed.

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