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.