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.
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.Read More
Understanding the Shopper Journey
Illuminating the shopper journey across key social platforms and verticals to establish benchmarks for today and provide guidance for product and feature development for tomorrow.Read More
Finding a New Setting
In today’s modern culture focused on experiences over possessions, the diamond industry was losing relevance to a younger generation — and sales — at a staggering pace.Read More