Novi believes the best decisions are grounded in reality—not assumptions.
We believe that every business, institution, and innovator deserves research that doesn’t just gather data, but scientifically and methodically illuminates the full range of possible paths forward.
What we are fighting to Improve and change
We’re fighting to change how decisions are made—across startups, global enterprises, and research institutions. Too often, big bets are made on faulty assumptions and poorly collected data. We're here to challenge that, by:
Make research accountable.
We push for insights that lead to measurable outcomes—higher LTV, better product-market fit, smarter go-to-market strategies.
Bridge the gap between innovation and adoption.
We help brilliant ideas get into the hands of the people who truly need them, by uncovering what barriers and opportunities exist in the real world.
Democratize strategic decision-making.
We believe deep, rigorous research shouldn’t be a luxury for Fortune 500s—it should be accessible, scalable, and empowering for any team building something that matters.
Center humanity in business strategy.
Our ethnographic roots remind the world that data should never erase the complexity of human experience—it should illuminate it.
Novi is a first-of-its-kind consultancy that blends ethnography, hypothesis-driven research, and commercialization strategy to help:
Featured Cases
How we
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Establish Research Framework
Interviews with key stakeholders to build a list of assumptions, current strategies used, and long-term goals of the company to build a set of testable hypotheses that will produce insights to drive business growth
AI Data Analysis
Our AI partners and statisticians pinpoint the most critical points to find a company's or organization's greatest lever for growth/improvement. We evaluate the potential opportunities of that lever, focusing on specific moments in the customer journey.
Ethnographic Research
Conduct condensed ethnographic research with selected segments to deeply understand the context and reasons behind their behaviors. We identify the root causes and suggest specific interventions that are most likely to succeed.
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Strategy Workshop
Bring insights and conclusions back to key stakeholders to review outcomes of hypotheses testing, and to help the teams turn that information into strategies for positive change and growth. We evaluate and prioritize ideas based on feasibility, impact, and alignment with business goals, developing detailed plans with clear objectives, timelines, responsibilities, and success metrics.
Test Strategies
Choose a subset of the most promising strategies developed during the workshop for detailed testing. Roll out the selected strategies on a pilot basis within chosen segments, closely monitoring and documenting participant interactions and responses. Results of testing will explain which strategies will have the greatest impact and why and conclude with a final set of recommendations.
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"I commissioned Amy to support me with many global projects while I was at Facebook and WhatsApp. As a mixed method researcher, Amy was able to pull from a wide range of methods to creatively address the business need. She takes time to listen for context and understand the business need before diving into the project. Amy approaches everyone with a solution-oriented attitude and delivers actionable insights. She is dependable, creative, humble, personable, genuine, and resourceful. I would highly recommend Amy".
Lesle Litton, Director of Consumer Research
“Amy’s dedication and commitment to understanding our unique needs and goals were unparalleled, and her ability to effectively communicate her findings and recommendations was instrumental in our success. We are greatly appreciative of the invaluable contributions she has made to our organization and highly recommend her expertise to any business seeking to optimize its market positioning.”
Saqib Rasool, CEO of Conceivian
Amy’s qualitative research was instrumental in helping us better understand how our customers evolved during the recent pandemic and the underlying reasons for new behaviors around health & wellness and shopping patterns. Amy helped us uncover key insights into our customers’ needs and preferences so that we could make strategic adjustments to our offering, marketing and communication strategy, and channel choices
Chris Lansing, Executive in Residence
Amy applies her strong strategic leadership and academic rigor to dissecting and solving unique problems. One of Amy’s specialties is articulating the shifting dynamics of categories and exposing emerging market opportunities. Whether a brand is swimming in too much information and needs clarity to drive action, or lacks foundational knowledge of a category, Amy uncovers opportunities and provides clarity on how companies can address those opportunities in a brand-relevant way.
Aura Nelson, Head of Fan Insights
We provide clarity to innovative organizations who are changing the world one great idea at a time.
Global enterprises
Help enterprises strengthen their business strategy, be it expanding their brand, recognizing new opportunities, increasing profit margins, or competing in new markets
Private Equity
Assess the largest areas of impact, and provide strategies that will lead to a significant boost to EBITDA. Very effectively increase profits of companies that need to grow quickly.
Startups
Provide the insights that new companies need to create a solid business plan that investors will take seriously or define a target market + create an effective marketing strategy for an ideal launch
Social Organizations
Use data driven insights to design business and organizational solutions to unique problems
Converting Global Presence into Global Competitive Advantage
Our research is done with a global perspective in mind. With our strategic partners we have the capacity to conduct research in multiple countries, allowing us to create targeted local strategies for global companies, ensuring maximum impact across regions.
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