Sometimes a brand wants a line of sight into the much farther out future. True White Space opportunities they can be prepared to respond to or even shape themselves. For this work we often use a combination of qualitative exploration and quantitative validation to add rigor.
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.