To bring these offers to life, guide clients in answering questions around two big areas:
To uncover answers, we look to both ground our insights in the business and market realities of the present, while seeking out future opportunities.
To do this, we use a range of approaches the likes of which include: landscape assessment, brand stretch analysis, opportunity sizing, future Jobs To Be Done development, social & lead user innovation mapping as well as research like consumer ethnographies and Future Forums.
Each engagement will use a tailored approach, however in general we progress along the following path:
We assess the current landscape via a 4C analysis (Category, Consumer, Competitor, Company); We leverage existing information and can also conduct new research (e.g., brand stretch, ethnography, segmentation, etc.)
We apply foresight techniques (trends, drivers, and scenarios) to identify where the category and consumers are headed, as well as their future jobs to be done (fJTBD)
We map the current landscape to the future jobs to identify potential spaces in which the company can play; we then analyze, size, and prioritize these to determine their appeal to consumers (desirability), financial potential (viability), and ability for the business to compete and win (feasibility)