sense-ology [sɛn’sɒlədʒi]

  1. the study of the reasons behind what makes sense and what does not.
  2.  the science of making sense.

making sense is a very complicated matter. it’s partially subjective. it’s culturally tuned. it’s sometimes very personal. but how ever irrational people can be, there usually is a reason behind it. a past experience that drives it. an unspoken preference that motivates it. an unwritten social rule that frames it. a hidden constraint that limits it. all contributing to a subjectively logical thought process leading to a decision which – to others – can feel odd.

at the make sense academy, we made “making sense” our science. and we called it sense-ology.

like most scientific matters, it is born out of research, observation and experiments. constantly questioning itself and adapting to its changing environment.

we analyze behaviors. Uncover the “why” that most would rather ignore or call crazy. and find reason where there doesn’t seem to be any.
we build bridges between cultures. learn from differences. identify what is universal and what is not. and always challenge our own perspective on the world.
We learn. And learn. And learn some more. We read. We observe people around us. People interacting with each other. Reacting to one another. We ask questions. We dig deeper. We discuss. We debate. And talk some more.
We draw ideas, concepts and patterns. We test them. We share them and listen back. We adapt and learn some more.

Our secret sauce: good old common sense.
Our favorite tools: neurology, socio-cultural psychology, and identity design.
Our playground: brand strategy, marketing executions and cross-cultural communication.
Helping people and organizations make sure their brand and product stories make sense, are brain-and-heart-proof, and can expand across cultures


to understand humans, one needs to look at what makes them tick. which means you’ll need to know more about the place where most decisions are made: the brain – and the way it gets all our sensorial stimulations through the filters of its three driving forces: instinct, emotions, and reason. neuroscience helps us understand how our central nervous system deals with information. almost like a very well oiled and trained machine with usually one very simple task: keeping us alive.

socio-cultural psychology

biology is only one part of the full human decision-making spectrum. another important building block resides in putting things into context. everything that humans do needs to be looked at from a socio-cultural perspective. at the same time, paying attention to past experiences that had a certain effect on us is also part of the game. our environment influences the way we think and act. if we get to puzzle out the most important red threads from our psychology, we begin to understand ourselves and our preferences better. and especially which ones are truly ours and part of our identity, which ones we inherited and never questioned, and which ones are part of the environment.

identity design

someone’s identity is composed of many different layers, very often not clearly defined nor understood. and it’s not easy to define them. to put them in words. we often feel very strongly about some of the components, but can’t fully express why they seem so important to us. why we can compromise on some things, and not on others.

based on hundreds of models we came across in the domains of psychology, marketing, brand strategy, sales, neurology, etc., we built an identity design model that we have been applying to people, brands and products for a while now. the model defines a structure and outlines the different elements part of the identity, keeping in mind how people would interact with the person, brand or product. once the different dimensions are clearer, it is much easier to understand oneself, and act accordingly – consistently.

sense-ology helps us explain the human weirdness and design for the irrational.
and we’re in it with you. so let’s grab a coffee (real or virtual) and discuss, ask questions, debate, and learn. together.

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