Reflexive Codes is a product research studio helping teams innovate in the Software 2.0 paradigm.



Reflexive Codes believes that technological developments in the field of Machine Learning (ML) have outpaced our ability to make sense of their systemic implications. ML is fundamentally reshaping the conceptual boundaries that have guided human thinking for centuries, yet our language and understanding of it is still dominated by concepts popularised by 1960s sci-fi.

When it comes to product development, the value of knowledge is measured by its impact on making better predictions. At Reflexive Codes, we are committed to answering the central question of how to build dynamic knowledge systems that reduce uncertainty without relying on outdated notions of universalism, positivism, and representationalism.

We work closely with product teams to help them adopt participatory methods, and enable them to fold contingency back into their systems recursively, through new vernaculars for dialogic innovation. We use design-methods, ethnomethodology and grounded theory to delineate bounded-contexts for exploration, constructing ideal end-states that can be reached iteratively through empirical experimentation.

If you are interested in getting in touch, please don't hesitate to reach out. We look forward to hearing from you.