Where innovation meets culture
Strategic and cross-cultural impact in technology — fractional research, design, and strategy partnership built for teams moving fast into new markets.
WHAT
Limited bandwidth, limited cultural insight
Global launches move fast, with a lot of moving pieces — and most teams can't keep pace with the cultural insight they need.
01
Speed vs. readiness gap
Global launches move fast, but there's no in-house team prepared to take on the work in the timeline the business needs, and cultural alignment requires a specialized network to find answers efficiently.
02
Hiring is slow and unpredictable
Bringing on full-time research/strategy staff (or teams) is a slow, expensive bet, requiring time and administrative buy-in that lean teams or unproven projects do not have.
03
Network built, not bought
Cross-cultural operations need an established network (e.g. vendors for recruiting research participants) — we bring this to the table with us, cutting the time it would take to build a network and onboard new vendors.
WHY
We built the practice we wished existed.
Having worked on large teams, we saw how much infrastructure it takes to support research — and how long that takes to set up, resulting in loss of business opportunities and innovation. Shifting priorities and lack of bandwidth mean understanding the consumer gets lost in the process.
We decided to build something different: a team that is fully available, knows the best people to work with, and comes in ready to get to the bottom of what customers actually need.
Our Founders' Track Record
30+
Years combined expertise
8
Languages spoken
22
Countries worked across
12
Industries covered
HOW
How we work
Design Thinking, end to end
Facilitation and implementation woven into the project from day one, not bolted on after.
Mixed-method research
Grounded in real users — qualitative and quantitative, in-market and in-language.
Cultural adaptation & localization
From broad overview to social-norm assessment, pre or post launch.
Execution in ambiguous environments
Efficient delivery even when the brief, market, or team is still taking shape.
Clear stakeholder communication
Strategic recommendations built for real business impact and easy internal buy-in.
Fractional, not full-retainer
Scoped engagements sized to what you need.
CORE SERVICES
Strategy, research, and design — with the depth to go further, as much or as little as you need.
Process & Strategy
- Design Thinking facilitation & implementation
- Process analysis with gap identification
- Cultural understanding & org bridge-building
- AI integration & strategic implementation
- Workshop facilitation & stakeholder interviews
- Mixed-method research on real users
Design & Prototyping
- Product design conceptualization
- Wireframes, clickable prototypes & proof-of-concept
- UX content writing & experience optimization
- Cross-cultural usability testing & interviewing
Market Entry & Localization
- Cultural adaptation studies
- Local user behavior mapping
- Competitor landscape analysis
- Regulatory & social norm assessment
Market Entry & Localization
- Cultural adaptation studies
- Local user behavior mapping
- Competitor landscape analysis
- Regulatory & social norm assessment
WHO
Who is behind I2HEX?
Rachel ten Haaf
Digital & International Research
Specialized in stakeholder education and workshops alongside leading international research teams in multiple languages. PhD in Cultural Studies from the University of Michigan with experience in building cultural frameworks used for design and informing strategic business decisions across entertainment, petroleum and educational technology.
Also faculty at the University of Arkansas, teaching cultural studies and film. Published peer-reviewed author and grant winner.
Voratima Orawannukul
Product & Emerging Technology
Award-winning software engineer and designer with experience in Product Management. Expertise in Digital Solutions, IoT, and Automotive. Computer Engineering B.S. with M.S. in Human-Computer Interaction from the University of Michigan, with a track record built through years of CES exhibits and product launches.
Also Co-Founder of Shanti Group in Thailand — applying Design Thinking to launch a 30-room boutique hotel, specialty café, and regenerative farm.
CONTACT US
Let's innovate cross-culturally together.
Tell us about your market, your team, and where you're headed.
Inquires