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.
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
Making a Segmentation Sing
Pandora came to us, wanting to do a really smart, modern-day segmentation … not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.Read More
Capturing Viewer Attention
A popular TV network had recently completed a quantitative segmentation and needed our help further dimensionalizing its core audience to help shape its content and marketing strategies.Read More