Hello, I'm Macala Rose.
I can predict the future. What's your superpower?
I'm a behavioral strategist and researcher working at the intersection of human behavior, AI, and the tools most companies use badly — GA4, algorithms, the entire apparatus meant to tell you what your customers are doing and why. Most of it tells you what. I'm interested in why, and in what people are about to do next.
What I actually do
I study how people decide — what moves them, what stalls them, what they tell themselves about the choice after they've made it. Then I translate that into strategy companies can act on.
The tools are familiar: behavioral research, analytics, AI, pattern analysis across channels. The lens is the part most teams are missing. Data tells you a customer abandoned the cart. Behavioral strategy tells you why, whether they'll come back, and what would have changed the outcome — ethically, without the manipulation playbook that's quietly eroding trust in every category right now.
I work with teams who want to understand their customers the way those customers actually work: as humans making messy, emotional, pattern-driven decisions, not as funnel stages.
Why this, why now
Fifteen years inside boardrooms, startups, and organizations that needed fixing taught me that every business problem is a behavior problem wearing a spreadsheet. Pricing, retention, positioning, the thing your team keeps arguing about in meetings — behavior, behavior, behavior.
AI has made the tools cheaper and the noise louder. What's rare now isn't data, it's someone who can look at the data, the humans generating it, and the cultural current moving underneath both, and tell you something true.
About me, for the curious
I'm a woman in cowboy boots who spends her best days on horseback and her best afternoons observing how culture moves in small cafes in cities around the world. I've worked across Hollywood, agriculture, fashion, and live events — not because I couldn't pick a lane, but because patterns are patterns, and the ones that predict human behavior look remarkably similar whether you're selling a film, a heifer, or a handbag.
I read research papers for fun. I think most "customer insights" decks are astrology for executives. I believe the companies that win the next decade will be the ones who figure out how to build real emotional connection without weaponizing it.
I've got street cred
My clients and work have included Universal Pictures, 20th Century Fox, MAGIC, Emerald X, Power 106, True Story Foods, and Nuherbs. My expertise has been featured in the New York Times, Wall Street Journal, San Francisco Chronicle and many more.
Want to see my thought process first hand, there are videos:
If you have a behavior problem dressed up as a business problem — and you probably do — let's talk.