We build tools to improve
civil discourse
Helping people understand how they experience the world and talk to each other, and working with organizations to apply opinion models that improve civility and understanding.
Our Mission
In a world divided by shouting, what we really need is to listen — to ourselves, and to each other.
For Individuals
We help people understand how they experience the world — their personality, values, and thinking patterns. By knowing your own mind, you upgrade your thinking and improve your personal and professional relationships.
For Organizations
We work with news organizations, social media platforms, and AI companies to apply opinion models and insights — improving engagement, civility, and understanding of users and audiences at scale.
Our Work
Many tools, one mission
Parlia
The platform built to reshape how we understand opinions — not merely to argue them, but to reveal the complex motivations and values underneath.
VisitEncyclopedia of Opinion
A wiki mapping the world’s opinions into structured questions, positions, and arguments — enabling people to explore not just what others think, but why.
VisitOpinion DNA
The most precise psychographic assessment available. Maps personality, values, and meta-thinking across 48 dimensions to reveal how you experience the world.
Visit
New Book
Why We Think
What We Think
by Turi Munthe · Penguin · May 2026
An exploration of the hidden forces shaping our opinions — culture, biology, geography, history, psychology, and genetics. Argues that disagreement and argument are how we think our way to a better world.
“Always fascinating but frequently mind-blowing”
— Marina Hyde, The Guardian
“Explains why robust debate is essential for a creative and healthy society”
— Timothy Garton Ash
“Fizzing with insights and ideas... I loved it”
— Jenny Kleeman
Founders
Built by people who care about how we think
Turi Munthe
Writer & Entrepreneur
Journalist, author, and media entrepreneur. Founded Demotix (sold to Corbis Corporation, 2012) and Parlia (2019). Partner at North Base Media. Written for the Economist, Guardian, and TLS. Appears on BBC, CNN, and al-Jazeera.
Website
J. Paul Neeley
Designer & Researcher
Service designer, researcher, and strategist. Leads Neeley Worldwide and co-created Opinion DNA. Specializes in speculative design, strategy, and building tools that help people understand themselves and each other.
WebsiteQuestions
Frequently asked
Get in Touch
Want to work with us?
Whether you're a news organization, social media platform, AI company, or just curious about how you think — we'd love to hear from you.
hello@jadala.co