Elsie Iwase

We are a media research lab, using science, data, and creativity to research and reshape our relationship with media. For more than a decade, Harmony Labs has helped storytellers and strategists, decision makers and dreamers, harness the immense power of media to shape a positive, pluralistic future. With the Narrative Observatory, for the first time ever, we’re harnessing powerful industry relationships to deliver one-of-a-kind data infrastructure that empowers partners to find, reach, and resonate with the right audience in today’s media minefield. The Narrative Observatory delivers audience-based insights, narrative and network analysis, and empirical validation of cultural strategy and content—all derived from the actual behavior of real people and true audiences, not survey results, demographic groups, or inauthentic online activity. We work with a wide range of partners on issues of existential importance, like climate, gun violence, political corruption, artificial intelligence, and more, using an approach to research that is rigorous, participatory, and public. One of the first papers we co-authored looked at fracking narratives in documentary film. The outputs we’ve created with our partners include websites, presentations, peer-reviewed publications, toolkits, curriculum, interactives, white papers, and media. Founded by John S. Johnson in 2008, Harmony Labs is a 501(c)3 incorporated in New York State. Funders include Atlantic Foundation, Bill & Melinda Gates Foundation, Robert Wood Johnson Foundation, John D. and Catherine T. MacArthur Foundation, Open Society Foundations, Nathan Cummings Foundation, Google, and more.