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Humanizing business

of the future

We are a gathering of innovation geeks, original thinkers and passionate practitioners.

We turn human understanding into new business opportunities.

Why are we here?

Our aspiration

We believe that the solutions of the future can’t always build on past experience. We must be open to new thinking and what emerges in the world. It takes courage and willpower to break free from just recreating to what already exists, and instead, create the solutions of the future. This is our dream.


Our name

We are in the business of exploration. Always seeking deeper meaning and new opportunities. We do this by asking questions. Even our name is a question. And we do it by experimenting. Getting closer to the unknown. It wasn’t a bird. Nor a plane. But something completely new to the world. Something fantastic. What are you seeking? 


Our mindset

We are not your regular management consultants. We refuse to be. Our clients tell us we are different to anyone they ever worked with, and we consider that as a strength. Who would trust an innovation consultant that wasn’t quirky? We insist on being open and curious to the world with no standardized models for solutions.

How did we get here?

Our story

IS IT A BIRD was founded the summer of 2011 by Line Groes based on a dream of creating positive, long-lasting changes for businesses and organisations. And with a simple vision: To become the leading human centered innovation agency in the world, where highly intelligent and creative people thrive and leave their mark on the world. 

A different approach to user-centric innovation

At IS IT A BIRD our point of departure is always a deep understanding of humans. We identify patterns in needs, behaviour and aspirations among real humans. Not just what they think of your product, service or brand (cause often they don’t care), but understanding what makes their lives meaningful. We believe that this is the best starting point for innovation and serve as our guideline when we develope strategy, products and services. 

We work exploratively and iteratively from early insight to tangible concept. Visual tools and prototypes ensure that the solutions works for both potential users and the client while developing the final solution. This interdisciplinary approach enables us to achieve agile solutions for a world in constant change. 


We realise our purpose by combining analysis, design and strategy.


Our starting point is always deep human understanding. With a solid background in social science and behavioral economics we identify patterns in the ways we as humans feel, act and prioritize.

  •   User journeys
  •   Etnographic research
  •   Segmentation and personas
  •   Stakeholder mapping
  •   Surveys
  •   Trend forecasting


We are makers. We work iteratively with prototyping to ensure speed and accuracy. In this way, we ensure solutions with commercial impact and relevance for the user.

  •   Design thinking
  •   Prototyping and test
  •   Conceptualisation
  •   Design sprints
  •   Service design
  •   Experience design


We combine user insights with market and societal trends, in order to identify clear opportunity spaces with a market potential that feed directly into the strategic decision-making process.

  •   Purpose defintion
  •   Category drivers
  •   Strategic narrative
  •   Innovation capacity
  •   Business model canvas
  •   Scenario planning
Why are we different?

No company cars. We ride bikes.

Why we are different?

No ivory tower. Real world insights.

Why are we different?

No bullshit. Just the truth.

Why are we different?

No users. Only humans 

Not just pretty faces

Meet the team.

We are driven by our employees – a gathering of innovation geeks, original thinkers and passionate practitioners. Our areas of expertise span a wide range of disciplines, making it possible to develop solutions across fields and industries. Diversity in skills, personality, nationality and views is the cornerstone of our budding innovation environment.

Line Groes

CEO and Founder

Rasmus Thomsen

Design director, Partner

Søren Pedersen

Lead Innovation Strategist

Louise Vang Jensen

Lead Anthropologist

Katey Diamond

Lead Innovation Consultant

Hugh Diamond

Creative Lead

Katrine Kunst

Senior Innovation Consultant

Anna Juhl Pedersen

Senior Anthropologist

Helena Linde Pedersen

Senior Anthropologist

Ann Sophie Andersen

Senior Consultant

Maarten Tak

Senior Business Designer

Emilie Baage Stuhr

On maternity leave

Bjørn Fibiger-Jensen

Digital Anthropologist

Lea Møller Svendsen


Adilice Sanches

Customer Experience Specialist

Emil Buch Jacobsen


You'd look good right here

See openings arrow

Therese Andersson

Service Designer

Mads Bille Eriksen


Hadas Zohar

Visual Designer

Pernille Christel Jensen

Office Manager

Niels Holme Pedersen

Business Controller

Maya Møller-Jensen

Junior Consultant

Christoffer Thomsen

Junior Consultant

Jakob Schjelderup

Junior Consultant

Christine Vögeli

Design Intern

Pernille Larsen

Research Intern

Josefine Biker

Junior Consultant

Nina Scheel

Associated Senior Consultant

Signe Munck

Freelance Anthropologist

Isabel Froes

Associated Senior Consultant

Peter Nørregård

Associated Senior Consultant