The Future Laboratory is unique in taking a qualitative approach to insight metrics in order to deliver a quant-driven overview of new and emerging markets. Working with our online data survey partner, The ID Factor, these findings will better equip design, marketing, research and retail teams to understand, plan and visualise the changes being mapped out by your findings. Work of this nature, often undertaken as an initial exploratory survey before engaging in more in-depth market analysis, has been conducted for Gossard, The Gap, Stolichnaya Red, Tilda, Kodak and the Royal National Institute for the Blind.

From £15,000 / Completion: four to six weeks

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Stolichnaya Vodka

In 2006, we were invited by Stolichnaya to discuss the re-branding of their Stolichnaya Red label. Our assignment was to analyse and identigy Stolichnaya Red's target customer profile - the urban 25- to 35-year-old 'vodka graduate', or 'Nu Authentic'. The report we subsequently undertook was aimed at aligning Stolichnaya's brand communication and strategy to one common premise, Nu Authenticity, and help understand the similarities and differences in how this Nu Authentic thinks and lives in key target cities: New York, Miami, San Francisco, Los Angeles, Chicago, London, Athens, Melbourne and Barcelona. Understanding the mindset, context and brand 'touch points' of this consumer provided Stolichnaya with the ingredients to resonate better with their connection to brand authenticity and provenance, and in turn attract their premium vodka spend.