We find the signalimpactroadmapstrategy in the noise

We help newsrooms and media companies pick the right bets on audiences, products, and AI.

Get in touch See our approach
Condé Nast Ethos Disney

Who we are

Two careers spent inside the places that shape how people get their news.

Maryhope Rutherford, PhD

20+ years of foundational, pathfinding and usability research on the News Teams at Meta, Google , Twitter/X. Maryhope brings a deep curiosity about how humans think, feel, and behave to actionable business decisions. She’s passionate about how social media, AI, and technology shape people’s news and media consumption around the world.

Neftalem Araia, Stanford MA/BA

15+ years in product strategy, data science, product analytics, and business intelligence working with Meta, Disney, Target and others. Neftalem spends his time helping media and tech companies make better bets with their data — turning messy behavioral signals into the kind of clarity that actually changes a roadmap.

HOW WE WORK

Maryhope & Neftalem are longtime collaborators with reputations for delivering outside the box high-impact work at Meta, Google, Twitter, Disney, Conde Nast and independently.

01

Impact, amplified.

In Silicon Valley, we shaped products that define modern digital experiences, culture, and media. We know how users think, what signals a market opportunity, how to spot failures before they’re launched, and what it takes to build a research practice from scratch or make one work for you.

02

The industry-defining approach.

The Googles and Metas of the world rely on sophisticated user and market research to developer successful growth and retention strategies. 0-1, cross-product integration, regulatory compliance, internationalization and localization. We want to apply the same proven expert-informed, laser-sharp approach to AI with you.

03

Separate the signal from the noise.

Lean teams and exploding AI capabilities have raised the stakes. Every investment decision needs to deliver and everyone needs an effective agentic deployment. The opportunities seem endless, as are the real and costly risks. Overindexing on the wrong AI-driven big bets or not making the most of your team’s hard-earned institutional expertise means losing months, ideas, and impact. It means not making the most of this moment. Research-informed strategy minimizes these risks.