In a world of rapid change and growing complexity, organisations need more than just strategy—they need clarity, vision and the ability to act.

Our Approach

At Human Futures Studio, we integrate Insight, Foresight, and Transformation to turn uncertainty into opportunity and vision into action.

Through research, strategic foresight and transformative thinking, we help clients navigate complexity, anticipate change and create meaningful impact. By decoding emerging trends, we help to shape client decisions and empower organisations to build a resilient future.

01

Insights rooted in radical
human-centricity

  • At Human Futures Studio, we believe that understanding people, their behaviours, values, and evolving mindsets, is key to shaping the future. Our approach combines anthropology, behavioural economics, strategy, foresight, and design to create a deeply human-centred perspective.

    We don’t just examine what people do today—we explore how their attitudes, choices, and actions will change in the future, helping organisations stay ahead of the curve. Balancing qualitative and quantitative research, we study human behaviour at both an individual and global scale. Through ethnography, UX research, and cultural analysis, we uncover rich, local perspectives from across the world, while data-driven research helps us track emerging trends and patterns.

    By understanding how human needs and behaviours are shifting, we enable organisations to move beyond reacting to change and start planning for it. This ensures they can design products, services, and strategies that are not only relevant today but built to succeed in the future.

02

Foresight to prepare,
not predict the future

  • Foresight isn’t about predicting the future. It’s about preparing for it. We take a practical, evidence-based approach to understanding what lies ahead, cutting through vague speculation.

    Instead of chasing trends, we identify real signals of change, in other words shifts in behaviour, emerging ideas, and the forces shaping society. Our work is built on thorough research, clear reasoning, and transparency, ensuring every insight is grounded in evidence. But foresight is only valuable if it leads to impact, which is why we focus on making it practical and actionable.

    We help organisations craft compelling future narratives, inspiring change within teams and industries. More importantly, we show how their decisions, big or small, will shape what comes next. By understanding risks and opportunities, businesses, governments, and NGOs can make informed choices today to build a better tomorrow.

03

Transformation through bold thinking an action

  • Transformation is more than adapting to change. It’s about shaping the future with purpose. We help organisations move beyond reactive shifts to strategic, long-term transformation that aligns business success with human and planetary wellbeing.

    Transformation can range from small strategic adjustments to bold systemic change. Wherever an organisation is on its journey, we provide the guidance and tools to move forward with confidence. Whether refining processes, embedding regenerative principles, or rethinking business models, we co-design practical pathways to resilience within planetary boundaries.

    Our approach uncovers opportunities for innovation that create lasting value for both business and society. We help organisations lead the transition to circular business models, embedding sustainability and resilience into strategy. With clear frameworks and actionable insights, we enable them to anticipate challenges, navigate uncertainty, and drive meaningful change.

04

Thought leaders and doers, educators and facilitators

  • Through Human Futures Studio (our action lab) and Human Futures Institute (our knowledge hub), we bridge the gap between rigorous research, real-world application and learning.

    As educators and facilitators, we equip teams with the skills, mindsets and tools needed to navigate complexity and drive meaningful change. Our approach is interdisciplinary and hands-on, combining foresight, ethnographic research, behavioural economics, design and systems thinking to help organisations not only understand today’s challenges but also seize tomorrow’s opportunities.

    We believe in deep thinking, decisive action, and empowering others to do the same. By blending research, action, and education, we provide businesses, governments, academic institutions, and NGOs with the knowledge and capabilities to lead change, foster innovation, and create lasting impact in a rapidly evolving world.

Our Team

Paul Hartley, PhD he/him

CEO

  • Paul is CEO of HFS.

    Once a classical clarinetist, Paul left the orchestra to become a consulting anthropologist and foresight practitioner. Previously Co-Head of Global Insights, Head of Human Futures & Technology and Senior Resident Anthropologist at global innovation firm Idea Couture, he has advised leading organisations, including Spotify, KONE, Nikon, Samsung, Ford Motors, CitiBank and American Express.

    With expertise in Science and Technology Studies (STS), ethnography, applied anthropology and semiotics, Paul developed a methodology combining anthropological and foresight perspectives to explore cultural, societal and technological transformation.

    Awarded a Fulbright-IIE fellowship, he researched the social impact of new media in the Turkish film industry and continues to examine technology’s role in creative human endeavours. Occasionally, his music can still be heard in film soundtracks.

Mathew Lincez he/him

EVP Commercial Operations | Director of Foresight

  • Mat is CCO and Director of Foresight at HFS.

    With 17 years of global, cross-industry experience, Mat applies design research and strategic foresight to help organisations and brands anticipate change, drive innovation and plan for sustainable growth. He specialises in long-term strategy, investment and transformation, guiding senior leaders through complex future challenges.

    Mat has also led the application of foresight and experience design in venture development, technology transfer and commercialisation, partnering with founders to shape future use cases, scenarios and roadmaps that unlock innovation potential at its earliest stages.


    He frequently lectures at leading institutions, including OCADU, KAOSPILOT, CEDIM, the Rotman School of Management (University of Toronto), and the Ross School of Management (University of Michigan).

Julia Schaeper, PhD she/her

Director of Transformation

  • Julia is Director of Transformation at HFS.

    A systems designer, innovation consultant and educator with over 15 years of experience in human-centred design, strategic innovation and regenerative transformation, she helps clients build resilient, sustainable strategies for lasting impact.

    Holding a PhD in regenerative economics, Julia’s work spans both public and private sectors, from leading healthcare innovation at NHS UK to redesigning systems for global organisations like Adidas. She has held senior roles at agencies including Engine Service Design, Idea Couture and Livework.

    In addition to her consultancy work, Julia teaches at Technische Hochschule KISD Cologne, exploring how design can address ecological and societal challenges and a post-growth world.

Daniel Mai, PhD he/him

Director of Insights

  • Daniel is Director of Insights at HFS.

    A business anthropologist and innovation consultant, Daniel explores the socio-cultural dynamics between people, technologies and brands. His PhD research, conducted in collaboration with AUDI AG, helped the company better understand its own culture and identity.

    Previously, Daniel worked as an innovation consultant and human insights specialist at ReD Associates and Idea Couture, uncovering the needs, challenges and desires of diverse stakeholder groups across healthcare, automotive and other industries.

    Beyond consulting, Daniel is active in Berlin’s jazz scene and is the author of Organizational Cultures of Remembrance. He holds a PhD in Organisational Culture Studies and Ethnography from Justus Liebig University, Germany.

Maya Shapiro, PhD she/her

Associate Director Insights

  • Maya is Associate Director of Insights at HFS.

    An applied anthropologist, innovation consultant, educator and registered psychotherapist, Maya is driven by a deep curiosity about why people do, say and feel what they do. She specialises in designing, conducting and analysing social research, delivering human insights that directly inform business strategy across industries, from financial services to healthcare.

    Beyond project work, Maya has built robust research practices, helping colleagues and clients understand the scope, value and potential of ethnographic work.

    Trained in political and medical anthropology during her Master’s and PhD, she is focused on aging, brain and mental health and cultural experiences of death and dying.

Marizanne Knoesen she/her

Senior Foresight Researcher

  • Marizanne is a Senior Foresight Researcher at HFS.

    Since 2012, Marizanne has been making sense of social, business and technological change, consulting for clients across four continents in industries ranging from beauty and home appliances to international development institutions. Working at the intersections of foresight, design research and innovation, she has written 100+ scenarios to help organisations identify emerging opportunities and challenges in an evolving world.

    Marizanne studied Economics, Decision Science & Knowledge Management and Political Science at the University of Stellenbosch, South Africa.

    When she’s not seeking emerging future patterns, she’s likely travelling, trying something new like a silent meditation retreat, or walking too far in search of the world’s best croissant.

Ryan James he / him

Insights Lead

  • Ryan is an urban anthropologist and applied researcher at HSF.

    His work is driven by a career-long fascination with the ethnographic method as a bridge between social theory and real life, and a space where the knowledge and perspectives people develop through their everyday experiences can inform new ideas for innovating past the challenges and crises of our times.

    Ryan has worked with clients in a wide range of fields including city planning and governance, architecture, food and beverage, wellness, telecommunications, and postsecondary education. He is also an educator specializing in qualitative methodologies, research dissemination, cultural studies, and regenerative urbanism.

    His hobbies are jiu jitsu, long-distance running, Celtic art, and keeping up with pop culture with the help of his teenaged child.

Jamie Ferguson she/her

Foresight Researcher

  • Jamie is a Foresight Researcher at HFS.

    A Canadian researcher, strategist and creative, Jamie integrates long-term strategic planning, innovation strategy and design research to help organisations navigate complexity and uncover opportunities in change.

    As a generalist and connector, she has led interdisciplinary teams and worked across industries to solve complex problems, develop strategies and design new products and experiences. Her work spans media and technology, finance, pharma, policy, insurance, food and beverage, fashion and mobility.

    Jamie holds a Master’s in Media Culture from Bauhaus University, Germany and a BFA in Design from Concordia University, Canada. She has also conducted research at institutions including the Banff Centre in Alberta, Canada.

Victoria Scrubb she/her

Research Manager

  • Victoria is a Research Manager at HFS.

    An interdisciplinary researcher, scholar and thinker, Victoria began her academic journey in Life Sciences before discovering her passion for ethnography and its application in Human Geography. She has led and coordinated research projects across multiple disciplines and conducted fieldwork in Asia, Africa and Europe.

    Transitioning from academia to corporate research, Victoria has helped some of the world’s largest companies tackle complex, systemic challenges. She is deeply passionate about understanding people and the intricate world we’ve built around us.

    Victoria holds an Honours BA in Anthropology from the University of Toronto and an MSc in Human Geography & Urban Studies (with Distinction) from the London School of Economics.

Morgan Gerard, PhD

Senior Advisor

  • Morgan is a Senior Advisor at HFS.

    As Chief Resident Anthropologist at Idea Couture, where he led the former Toronto firm’s anthropology and strategic foresight practices, Morgan draws on his experience in innovation and the social sciences to advise project teams at Human Future Studio.

    Having identified key strategic opportunities leveraged by Burberry, UCB, Abbie, Diageo and others, his aim is two-fold: first, to assist HFS teams with the design and implementation of projects plans, ethnographic methods, insights articulation and socializing findings-to-concepts; and second, to enable those teams to help their clients become more resilient, human-centric and confidently creative.

    Morgan also serves as senior contributing editor of the HFS online journal, Future Types.

Hye Young Kim

Service Design Research Advisor

  • Hye Young is the Service Design Research advisor at HFS.

    She is the owner and managing director of PSSD lab in Seoul, Korea, and the co-founder of the cultural experience company onedayseoul. In addition to her work as a service design researcher she has taught cultural and service design at the Underwood International College at Yonsei University. She continues to work with a wide range of clients as a service designer and cultural liaison.

    Before returning to Korea, she worked on several projects as a service designer at Carrefour Group in Paris.

    Hye Young holds a Masters Degree in Product Service System Design from Politecnico di Milano.

The Value We Bring

Confidence

We provide evidence-based insights to help you understand change, anticipate risks and seize emerging opportunities. Our work ensures you can navigate complexity with clarity and confidence.

Cohesion

We help you build a shared vision and strategy that connects people, markets and organisational purpose. By aligning diverse perspectives, we create strong foundations for collaboration and long-term success.

Commitment

We go beyond strategy and help you implement it. Our clear, actionable roadmaps ensure that transformation is not just a vision but a tangible reality, delivering meaningful, measurable change.

Want to drive insight, foresight, and transformation in your organisation?

Get in touch