The Challenge: In the last decade the beer market has shifted and the foundations of many beer brands businesses have suffered. We were tasked with future-proofing the client’s business to prevent it from becoming the next Blockbusters. To do this, they required a framework of existing, emerging and macro shifts to identify future world scenarios and potential opportunities.
The Solution: A multi-stage project began with an hypotheses session with the client to identify key business issues. This was proceeded by a deep dive exploration with expert interviews and immersive experiences with people currently living relevant future scenarios.
Our fieldwork was inspired by documentary filmmaking. We followed the story wherever it took us. By using this approach we ended up in many interesting places, from self-driving car testing tracks in Detroit to neighborhoods destroyed by forest fires in California.
The final deliverables were presented in a way to disrupt thinking and inspire change with clear strategic recommendations. The workshop included a documentary-style film which hypothesized a ‘day in the life’ of a consumer in the year 2030.
The agency & my role: Further&Further, working as the Director of Research.