EVERY INNOVATION IS BUILT FOR A PERSON

Seeing that person clearly, in the life stage they are moving through and the cultural world they inhabit, is where fit is won or lost.

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Tiny Hat Consulting is an innovation fit firm.

We help find alignment between what organizations are building and how people actually live. This approach helps minimize expensive missteps.

Work With Us

WHO WE WORK WITH

The research director who has seen good products fail for reasons never fully understood. The brand lead building for an imagined consumer. The product lead who wants to move with confidence rather than hope.

Tiny Hat was built to help tackle these challenges.

THE FIT DIAGNOSTIC™

A different quality of seeing, made into a method. The Fit Diagnostic™ is built on the Embodied Consumer Framework. It diagnoses across two dimensions.

Learn how the Fit Diagnostic™ works
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AUDIENCE FIT

Are we focusing on the right people through the right lens?

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OCCASION FIT

Are we seeing the lived reality of the activity or use case?

This tells us whether the solution aligns with people’s lived reality in a way that brings joy, relief, or empowerment.

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“Tiny Hat brought in this really incredible, inspiring, human, emotional, cultural element to the work, which expanded our understanding of what it means to be a brand that connects with humans.”

— Haley Whitehead, Microsoft

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KALIL VICIOSO

Founder

Kalil founded Tiny Hat Consulting after more than two decades working at the intersection of consumer insights, cultural psychology, and developmental theory. His training is not in research methods alone but in how people become who they are within cultural contexts, and what that dynamic means for every product, service, and experience built around them. That foundation shapes everything the firm does.

Kalil is also Chief Research Officer at GetConvo.ai, a human-first, AI-moderated and analyzed qualitative user research platform.