EVERY INNOVATION IS BUILT FOR A PERSON

Seeing that person clearly, in the life stage they’re 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.

Working alongside product and marketing teams as a developmental and cultural consultancy, Tiny Hat brings a specific lens to the decisions that determine the role a product plays in who users are becoming. This is where retention, backlash, and the questions regulators eventually ask all originate.

In an era of adoption and skepticism in equal measure, loyalty is earned by designing for human thriving, not algorithmic dependency.

Work With Us

WHO WE WORK WITH

The product lead building AI tools who wants to understand what those tools are actually doing to the people using them. The brand or marketing lead building for a consumer who doesn't quite exist. The research or insights leader who suspects the methodology is sound but the picture is wrong.

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 actually become who they are, how cultures evolve as people do, and what those changes mean for every product, service, and experience built around them. That foundation, and the Mediated Self framework it produced, shapes everything the firm does.

He works with product and marketing teams who care about how their decisions land in real life, not just how they look in a deck. As Chief Research Officer at GetConvo.ai, he brings the same lens to the design of an AI-powered qualitative platform built to scale the way humans work, not replace it.

Read his public writing on AI, identity, and development at the Mediated Mind Substack.