Case Studies

Icelandair needed a clearer view of which transatlantic travellers represented the greatest opportunity for growth.

Since 2024, we've partnered with the M&S Money team to support this transformation, helping refine propositions, strengthen customer relevance and create a clearer role for financial services within the broader M&S brand experience.

Hard seltzer was growing rapidly in the US, raising a clear question for Carlsberg. Could the category translate into new markets across Europe and Asia?

The opportunity was commercially exciting, but not straightforward. Outside the US, the category was still unfamiliar, meaning consumers needed help understanding what hard seltzer was, when they might drink it and why it deserved a place in their repertoire.

For Unilever, understanding these shifts was critical to future growth. The business wanted to explore how the category had evolved since the pandemic and identify where the biggest innovation opportunities existed for the years ahead.

We helped Unilever uncover the emerging needs, behaviours and tensions shaping the future of styling, creating a clear roadmap for innovation and product development.

For decades, Bang & Olufsen has been synonymous with beautifully designed audio products and premium craftsmanship, but in a category driven by innovation and product development, the business recognised the need to deepen its understanding of the people behind its products. The challenge was to look beyond technology and reconnect with the needs, motivations and behaviours shaping the future luxury audio market.

We helped Bang & Olufsen build a richer understanding of its consumers and create a shared vision for future growth across the organisation.

Consumer drinking occasions are evolving. People are looking for more choice, more flavour and formats that fit naturally into a wider range of moments.

For Asahi, this created an opportunity to grow beyond core beer and play broader role across adult beverages. The challenge was understanding where ready-to-drink could create the greatest value and how existing brands could unlock new occasions.

The eighth generation of gaming consoles had set a remarkably high bar. Gamers were enjoying richer worlds, more immersive experiences and incredible technical performance.

The challenge for our client was that success itself had become a problem. Many gamers questioned whether a new generation of hardware could deliver a meaningful leap forward or offer anything genuinely new.

TikTok was growing at extraordinary speed. New audiences were joining every day and the platform was becoming a defining force in entertainment, culture and creativity.

But sustaining growth required a deeper understanding of the people behind the numbers. Not just who was using TikTok, but what motivated them, what they wanted from digital content and where future opportunities existed.

The premium food landscape was changing. Retailers had successfully challenged branded suppliers through premium own-label ranges, but a new wave of restaurant and chef-led brands was raising expectations again.

Bakkavor saw an opportunity to help retailers compete in this evolving market with a fresh take on Indian food. The challenge was to create a brand that felt every bit as exciting and contemporary as the emerging restaurant scene, while remaining commercially viable for large-scale retail.

Coffee at home is changing. Consumers still want quality and moments that feel personal, but they also want formats that fit more easily into everyday life.

For Starbucks, this raised an important strategic question: how could the brand play a stronger role in machine-free coffee, across concentrates, soluble and other convenient formats, while staying true to what people expect from Starbucks?