A transportation brand asked us to figure out how it could best engage a new generation around personal mobility. They wanted a conceptual framework, backed by data and analysis, to help them identify a comprehensive range of opportunities – rather than deliver specific product or service concepts.
We began by identifying internal and external industry assumptions. These were then contrasted with wider social, technological and business trends analysis to develop a set of hypotheses. The hypotheses were then tested through expert interviews and consumer research in two European countries. The results challenged the accepted wisdom and fueled an opportunity framework workshop, where the key areas of potential were identified.
We recommended three R&D focus areas, backed by initial concept ideas. Our client particularly appreciated how we helped them clarify a complex problem and how we robustly challenged accepted wisdom within the industry.
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