Antireport

Most research reports are expensive echo chambers that amplify what everyone’s already saying online.

Someone notices a trend, writes about it, and suddenly it becomes unquestioned gospel. But people are way more contradictory and interesting than your frameworks give them credit for.

We created the Antireport because we kept seeing brands make decisions based on insights that sounded right but felt wrong. So we start with a different question: what if the thing everyone agrees on is actually the thing we should be questioning?