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:
THREE STEPS | ||||
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1ANALYZE TODAY | 2ENVISION TOMORROW | 3IDENTIFY OPPORTUNITIES | ||
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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) |
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