We find the signalimpactroadmapstrategy in the noise

We help newsrooms and media companies pick the right bets on audiences, products, and AI.

Get in touch See our approach
Condé Nast Ethos Disney

Who we are

Maryhope Rutherford, PhD

20+ years of foundational, pathfinding and usability research on the News Teams at Meta, Google, Twitter/X. Maryhope brings a deep curiosity about how humans think, feel, and behave to actionable business decisions. She’s passionate about how social media, AI, and technology shape people’s news and media consumption around the world.

Neftalem Araia, Stanford MA/BA

15+ years in product strategy, data science, product analytics, and business intelligence working with Meta, Disney, Target and others. Neftalem spends his time helping media and tech companies make better bets with their data — turning messy behavioral signals into the kind of clarity that actually changes a roadmap.

WHAT WE BRING

Two careers spent inside the places shaping how people get their news and consume media: Google News, Facebook News, The New Yorker, WIRED, Vogue, ABC News.

01

Expertise in modern digital experiences.

We know how people find, trust, and share news, and how they decide what media is worth their time. We’ve analyzed how media diets are impacted by everything from their family and friends to the geopolitical context. This deep knowledge of media consumers sets us up to ask and answer the most actionable questions.

02

Best-in-class research that surfaces what matters.

We leverage quantitative and qualitative tools to answer even your hardest questions. We deliver insights you didn’t know you needed, and how to tell stories that bridge technical and non-technical audiences. This means a shortened path to impact and learnings you can trust.

03

We know how to support high-stakes decisions.

Today, every decision comes with an AI question. Do we pursue AI licensing, build AI search and summaries, or prioritize efficiency through AI newsroom tools? And the wrong bets are costly. We put research behind those decisions, so humans stay at the center and AI is used where it actually amplifies your team’s hard-earned expertise. No lost months, ideas, or impact.