We needed to experience, capture and hear about the markers of change in order to build a future with foresight for the company. We, therefore, spent some time at the identified centers of growth and ethnographically recorded patterns of behavior and conversations with the community living and working in the area. We selected on the spot the most interesting aspirational stories of people we engaged with on the streets through Aspiration Pop-Ups and then visited their homes to get a deeper sense of the life journeys and their future dreams. During the in-home ethnographies, we asked their perspectives on cultural, economic and infrastructural shifts occurring in their areas and mapped what they looked forward to, what they were unhappy about and if there was anything missing.
We used the insights from these in situ explorations to help our client define core targets, areas, and categories of future growth — driving consumption and change in the country. The work was presented at the 2019 ESOMAR conference in Edinburgh to showcase how the methodology could be used to help brands predict future consumption faster by first focusing on macro changes and then zooming in the micro details of people’s lives.
Positioning Tech & Food
A food delivery service app wanted to understand what their new offering should stand for and why consumers should believe in it. It was critical not only for the team to understand what makes this new offering different from our client’s main business, but also what value it brings to consumers.Read More
The world’s leading events organizer was holding too many events to truly understand what makes each one special and different.Read More
Gatorade: Connecting Brand And Consumer
One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”Read More