Luzie Richt

Cultural Strategist (Amsterdam)

Luzie joins Crowd DNA’s Amsterdam office after working at the Van Gogh Museum. Strategising communication campaigns to bridge the cultural literacy gap between Amsterdam’s young people and the museum, Luzie collaborated with youth culture’s emerging role models, such as fashion brand Daily Paper. Mediating for a deeper understanding of each other has been in her biological set-up: as an only child growing up in newly reunited Berlin, Luzie absorbed her multicultural surroundings and gained a fascination for cultural analysis early on. Leaving the comforts of her hometown, she lived in rural Arkansas, USA and glossy Zurich, Switzerland before settling in Amsterdam to pursue her studies, attaining degrees in communications and literary & cultural analysis. Jump-starting her career in advertising agencies Wieden+Kennedy and 72andSunny, Luzie explored functions in public relations and production before setting her mind on strategic insights. In her free time, you can find Luzie catching up on reading for her feminist book club or immersing herself in alternate universes playing Dungeons & Dragons with her friends.

Narrated Galleries

We love films, but narrated galleries – fusing showreels of still images and audio of participant commentary – creates outputs that allow for high levels of reflection and audience empathy. Ideal for user experience work, in other words
Crowd Communities

We’ve a wealth of experience at setting up and managing communities for clients, with learnings on how best to engage audiences and a full box of tricks for maximising what we get out of the work – including geo tagging, streaming in social media data and a mobile optimised platform
Pinterest

We’ve used Pinterest to really good effect on a number of projects recently, helping us to explore differences and commonalities among different typologies in areas such as fashion and style, home, holidays and entertainment. Engagement levels with participants always rank high, and clients love the vividness and clarity of the findings.
Citizen Journalism

Citizen journalism works on the principle of making reporters of our participants, briefing them to capture what’s happening in the lives of their friends and family via video dispatches and blogging. It gets us places where we can’t otherwise get. It bypasses the bias of having a researcher in attendance. People are often more accurate reporters on those around them than on themselves, so that’s another bias circumnavigated.
Network Audits

If you want to really understand how people interact with those around them, it’s logical to research interconnected groups of friends, family and work colleagues. First developed as part of our award winning word of mouth research for Guardian News & Media, and since then refined and reconfigured across a range of global projects, our network audit approach helps us understand who’s influencing who as authentically as possible.