We collaborated with Anheuser-Busch InBev to understand key opportunities for innovation across a range of markets through consumer co-creation and ideation workshops. The project culminated in a weeklong innovation immersion with the AB Insites Team, a group of global executives and key stakeholders from the company, to determine which ideas across the markets had the most potential to move into further development and piloting.
An innovation process to find consumer trends
AB Insites was seeking an agile approach to innovation that put users at the center of uncovering new consumer trends and market opportunities to develop concepts in the beverage space. With various multi-disciplinary teams and expert knowledge from AB, we were working with our methodology towards a final Demo Day that would combine key people, brands, and stakeholders to deepdive, pivot, and ultimately pitch potential new brands and products, all informed and co-created alongside real users.
Our Agile sprint methodology and ideation workshop
Questtonó conducted future trend and behavioral research extending beyond food and beverage to understand new behaviors, drivers and needs. This desk research informed early adopter profiles which we used to recruit “lead users”. Alongside these lead users, we co-created new beverage brands and flavor combinations which provided invaluable insight into the emerging trends in the space.
Questtonó conducted a 2 day ideation workshop for each market, carefully crafted to foster a creative and fail-positive environment, while using food, drink, and even a mixology lesson to build empathy. Using proprietary ideation tools, we collaborated with AB to develop innovative ideas, share creative methodologies, and facilitate user-centered concept development. Ideas were tested overnight to facilitate a truly agile and iterative ideation process.
The two and a half month long project resulted in 10 innovative concepts per market to take to Demo Day for further pivoting, testing, and development. Having begun the ideation process from a human-first lens, the purpose of the final phase was to assess factors such as cost, complexity and market size and opportunity to develop pitches, leveraging the cross-disciplinary teams present.
12 concepts were presented to AB’s CEO and key leadership positions to prioritize concepts to further develop for pilots in 2020.
