Past Projects

How might we design a new communications platform rooted in human & cultural truths aligned to brand values and product truths? Synthesizing multiple feeds of quantitative data from third party research reports, in-depth cultural analysis, online forums, we crafted a report rich with deep human and culture insights the clients can use for 5 to 10 years. We delivered tension platforms, accompanied by creative inspirations for how the client can create more empathetic communications.

How might we help a major beverage brand drive growth and ensure communications resonate with Youth? Our client wanted to drive growth and brand love among a segment they have been struggling with - Youth, especially Generation Z. We designed a study that helped uncover deep cultural insights, consumer tensions and creative executional cues, aligned with the brand values. We compiled our learnings into a creative bible, one that can be used to inspire creative briefs, guide product development pipeline and inform brand strategy conversations.

How might we help a Skincare brand flesh out their purpose more strongly, to better inform communications design? Our client wanted to understand consumer tensions around loneliness, to build a strong brand purpose anchored in it. We were tasked to decode loneliness through the lens of consumers’ lived realities, and identify ways in which the brand can align their functional and emotional benefits. We leveraged digitally assisted ethnography, in-depth interviews and worked closely with our client’s in-house social listening team to help the brand team strengthen their initial strategy.

How might we create a strategy roadmap for a global sweet snacks company to unlock growth & penetration in APAC? A comprehensive ground up approach, helping our client unpack and understand cultural nuances, category learnings, consumer truths and brand perceptions. Rooted in understanding consumer need states, we helped our client identify “where to play” and craft “how to win” marketing mix elements. In a 3-day strategy workshop with the clients, we used the learnings to help our client create a roadmap for the brand in APAC.

How might we prepare for a shift to a future of sustainable packaging for a Food and Drink production MNC? Our client wanted to be industry leaders in preparing for new sustainable packaging solutions. In two major phases of the project, we employed ethnographic research with prototype placement (in the 2nd phase) involving small businesses and consumers. Working with designers and business strategists, we leveraged cultural and consumer insights to create design principles that helped build sustainable packaging concepts and prototype into a MVP, further supported by rapid testing and prototype optimizations.

How might we inform design considerations for next generation devices, leading category growth among Lower Middle Income Consumers in developing markets? Working closely with the client and collaborating with a quantitative research partner, we designed and conducted a 2-week product placement exercise with existing device. We helped to uncover deep culture and human insights, contextualizing usage experience for lower middle income consumers. This allowed us to craft design principles for the client to feed into their product development pipeline.

How might we design hygiene products for a post-covid mindset? Integrated ethnography (using consumer generated online diaries) with cultural analysis, semiotics and brand equity FGDs. We developed a strategy to help a hygiene brand consolidate their recent market share and drive further growth through optimizations in communications, product development, packaging and innovations.

How might we help a major nutrition brand in creating social impact in a developing market? 2-weeks on-site in-home ethnography and focus groups in Lagos to understand stunting issues and post pregnancy needs. Identified specific triggers and barriers in their product usage so that we can recommend product development and innovation aligned to make the product relevant for their current routine. Strategic insights also highlighted ways to build a strong social purpose for brand.

How might we help a major Tech company better understand the role of digital touchpoints in consumers’ purchase journeys? The client needed to convince their customers (advertisers) the importance of strengthening presence on their platforms. We employed an ethnographic approach to explore consumers’ mindsets and behaviour in purchase journeys for specific categories. We were able to tell the story of how end-users rely on the value generated by the client’s platform in seamless offline-to-online purchase realities. This helped account leads to position their product to advertising customers.

How might we design a relevant and effective digital engagement strategy for lower income consumers in developing markets? Using a mixed methods approach including quantitative analysis of tabulated survey data on digital behaviour, in-depth qualitative consumer interviews and a scan of existing public access reports on digital behaviour and preferences. Working with video and graphic designers, we also produced an infographics and explainer video.

An ethnographic deep dive into consumers’ social media usage, decoding the role of different platforms (both traditional media and social media), and identifying brand engagement opportunities. Employed pre-tasks diaries, in-home interviews and shadowing of social media usage in daily life. We delivered narratives the brand can use for sales pitch to advertisers.

How might we design a unique role and advertiser value proposition for a social media platform? An ethnographic study into rural areas of Southeast Asia, with personal involvement in Vietnam and Malaysia. Employed social listening, on-site ethnographic interviews, cultural analysis, and peer hangout chats. We landed with strategic narratives for the client to use in their sales pitch to advertisers.