Our mission is to take AI innovation teams out of the lab and into the wild, immersing them in the real-world contexts they often avoid. The real world holds wisdom that no lab can replicate. Real-world friction, the kind that’s normally avoided, can teach teams whether their ideas will succeed or fail in the market early on.
But confronting your own assumptions is uncomfortable. Seeing your elegant solution meet messy reality is hard. Most teams avoid this, they stay in controlled environments where they can maintain certainty. But this comfort comes at a cost. Unchallenged ideas become expensive failures. We believe our role is to help teams take that brave step, to guide them into the discomfort early, so reality can challenge their thinking before millions are invested.
As such, we champion radical empiricism: the belief that witnessing reality transforms understanding in ways traditional reports never can. Every context teaches. Every contradiction clarifies. Every person’s unique reality reveals insights no amount of analysis can generate.
See how we incorporate our mission in our work.
As a studio, we move fast and stay close to the craft. We’re agile by design, bringing together deep expertise in human-centered design and design research without the overhead of traditional consultancies. Every project gets the focus and quality it deserves, no cookie-cutter frameworks, no bloated timelines. Just skilled practitioners who care deeply about getting it right, working at the speed reality demands.
We work alongside your team as an extension of your thinking: part advisor, part devil’s advocate. You remain in the driver’s seat of your innovation; we bring the external perspective and field intelligence you need to navigate it wisely. We’re here to challenge assumptions when they need challenging, surface insights your internal team can’t see from inside, and bring back evidence that helps you make confident decisions. It’s a partnership built on trust and honesty, where our independence means we can tell you what you need to hear, not what you want to hear.
“Best goed” reflects Belgian culture at its finest. Here, we don’t say something is really good, but rather downplay it, even if it is really good. Instead, we say it’s “best goed”, meaning kind of good.
Hard to truly understand outside of Belgian culture and to pronounce*, it represents our belief that cultural nuances and contexts are essential to AI. After all, you don’t want your audience to ‘mispronounce’ your AI, so to speak.
And hey, if that doesn’t convince you, we feel the name is still best goed.
*say “best” + “good” in English, but don’t use your throat for the g. Alternatively, send us a message to hear how we say it 😉
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With extensive experience leading a wide variety of AI projects at the PXL University of Applied Sciences and Arts and developing tools to make AI more accessible for SMEs, Niels offers a highly practical perspective on AI development. Combining this with a PhD on human-centered design of technology, as well as extensive cultural exploration, Niels bridges the worlds of technology and human complexity to advocate for AI that has impact in the real world.
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We love tech, design and culture and get excited about getting AI adopted by a wide variety of audiences.