The Future of Nestlé Instant Coffee Mixes
Defining and delivering the future of coffee mixes by developing scenarios and strategic opportunity areas, using trend fore-sighting as a practice.
Client: Nestlé
Challenge: Imagine the future of coffee mixes in years 2026-2030
Future Scenarios Interactive Deliverable
The methodology
Define and understand the growth consumer
Explore target segments to identify and prioritize growth consumer
Perform secondary research to populate key characteristics, behaviours, economics of the growth consumer
Map out key differences with rest of the segments
Understand the macro environment
Perform secondary research on all chosen countries to have early indications of the future using the STEEP and PESTLE framework
Develop hypothetical jobs-to-be-done and personas
Based on the understanding of growth consumer, develop hypothetical jobs of the future
Map the needscape against the Elements of Value Pyramid
Develop hypothetical personas
Create macro worlds
Map 3-4 worlds along 2 main characteristics of the future, in this case: economic growth vs growth in health & environmental consciousness: Transformative, Pragmatic & Fortress worlds
Use the STEEP research to postulate the difference between each worlds
Adapt the personas to each worlds
Create Meta narratives for each world
Facilitated a co-creation, fore-sighting workshop with the client team
Use the mega themes as a matrix to ideate on how each world could differ in terms of events, brand responses and innovations
Use the personas to create a day in the life of the consumer
Understanding the implications and creating opportunities
Ideate on potential opportunities and implications of each worlds
Identify strategic opportunity areas
Prepare report out with each worlds, day in the life, SOAs clearly articulated
