Luxury Consumer Experience Innovation
INNOVATION SYSTEMS BUILT
Created an innovation pipeline and concept evaluation framework that allowed the organization to prioritize and execute high-value customer experiences across market teams.
CHALLENGE
One of the largest global beverage brands faces increasing pressure to diversify revenue beyond traditional product sales and create new experiences with high-net-worth consumer segmentation.
SOLUTION
Led primary research and insight synthesis across three APAC markets to identify unmet consumer needs in a unique segmentation. Developed a 3-year innovation initiatives pipeline, including new services and experiences. Two concepts progressed to pilot launch with 100+ high-net-worth adopters, validating a new experiential offering and strategic growth opportunity.
KEY INSIGHTS
High-net-worth consumers and other hard-to-reach segments require unique primary research methods, such as using proxies.
Traditional manufacturers must move beyond product and create relevant consumer experiences to unlock sustained growth.
Adopting an agile technology product development mindset allows traditional B2B businesses to derisk innovation and gain a new market advantage.
Project Methodology and Progress Map
Concept System Example
High-level Concept Business Case
