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Humanizing Big Data
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The Approach
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.
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The Impact
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.
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Case Studies
Keep Reading
Designing Future Living
Quintain, a major property developer in the UK, were given planning permission to develop 5,000 new homes in London, with a focus on the future.
Understanding Tween Ice-Pop Experiences
To help an iconic ice-pop brand explore the form and function of ice-pops for tweens and parents, to inform innovation and be more relevant in tween afternoon snacking moments.
Developing a Growth Strategy Through Innovation
Exploring the Australian market for a leading whiskey brand to uncover innovative growth opportunities and capitalize on the growth of the premium and super-premium whiskey segment.