LUXURY CONSUMER INSIGHT
A deeper understanding of the needs, attitudes and behaviours shaping the future audio market.
Helping Bang & Olufsen put the customer back at the heart of growth
BANG & OLUFSEN
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.
UNDERSTANDING THE OPPORTUNITY LOOKING BEYOND THE PRODUCT
Bang & Olufsen wanted to better understand the future luxury audio consumer and identify where the greatest opportunities existed for growth, innovation and differentiation.
We developed a comprehensive understanding of the high-net-worth audio consumer, exploring their needs, attitudes, behaviours and the role sound plays in their lives.
The work mapped key listening occasions, purchase drivers and brand perceptions, helping uncover the moments that matter most and the factors influencing choice within the luxury audio category.
But the project was about more than consumer understanding alone. By bringing together stakeholders from across product, retail, finance, marketing and communications, we helped create a shared view of the customer across the organisation and the opportunities ahead.
The result was a clearer picture of where future growth could come from and how the brand could continue to evolve while remaining true to its heritage.
PORTFOLIO OPPORTUNITIES
Clearer direction for future product development, brand partnerships and customer experience.
20 SENIOR LEADERS ALIGNED
Creating a shared understanding of future growth opportunities across the business.
THE RESULTS
Creating alignment around future growth
The work gave Bang & Olufsen a clearer understanding of the evolving luxury consumer and a stronger foundation for strategic decision-making across the business.
The insights identified opportunities across the product portfolio and helped shape future thinking around innovation, brand partnerships and customer experience.
Just as importantly, the project created alignment across multiple functions and senior leadership teams, ensuring decisions could be made against a common understanding of consumer needs and future growth opportunities.
For TVE, the project demonstrates the power of consumer understanding when it becomes a catalyst for organisational alignment as well as strategic direction.
BANG & OLUFSEN
Defining luxury in premium audio
As competition intensified, Bang & Olufsen sought to move beyond premium and establish a clearer position in luxury audio.
We uncovered the needs, expectations and codes of the luxury consumer – redefining what drives value at the high end. These insights shaped a more focused portfolio strategy, enabling B&O to sharpen its positioning, align its offer and build a more distinctive, future-facing presence in the luxury space.
CARLSBERG
Unlocking growth in hard seltzers
With hard seltzers booming, Carlsberg needed to define where and how to win globally.
We identified the key consumer drivers shaping adoption and translated them into clear, market-specific opportunities. This enabled Carlsberg to prioritise launches and focus investment; starting with targeted trials in Norway and Singapore before scaling into a broader global rollout.
The result was a more focused, insight-led entry into a fast-growing category.
BRITTANY FERRIES
Brand repositioning beyond core offer
As competition from low-cost, sun-focused holidays intensified, Brittany Ferries needed to evolve beyond its core ferry crossing offer and reposition itself as a provider of richer, end-to-end holiday experiences. We helped redefine the brand around what makes it truly distinctive: travelling by sea as part of the holiday itself, with access to discovery-rich destinations along Europe’s western coastlines. This new positioning came to life through a new logo and visual identity we created, alongside a reimagined onboard experience on its latest ships—designed to fully embody the brand’s promise.
BAKKAVOR
Reimagining the future of ready meals
Bakkavor set out to create a distinctive new brand in the competitive ready meals category without relying on retail or celebrity cues.
We combined deep category insight with consumer and expert perspectives to define a clear innovation opportunity, then took it end-to-end; from strategy through to concept, naming, design and launch.
The result was a multi-SKU range built to cut through at shelf and unlock new growth.
JABRA
Leading the future of the workplace
Jabra sits at the forefront of workplace innovation, navigating rapid shifts in technology, behaviour and environments.
We partnered with Jabra to explore what’s next; from the impact of AI to hybrid working and wellbeing, translating emerging trends into clear innovation opportunities.
Our work helped shape product and proposition development, ensuring Jabra continues to lead the category and unlock future growth.
SKY
Reframing the brand for a new era
Sky needed to shift consumer perception and reappraise its role in people’s lives.
We provided strategic guidance to define a new creative platform – grounding the brand in a more emotional, distinctive space that could cut through and resonate at scale.
This thinking became the foundation for the award-winning “That Sky Feeling” campaign, helping to reframe the brand and drive renewed relevance with audiences.
STARBUCKS
Rebuilding the Starbucks Reserve brand
Starbucks Reserve launched in EMEA to strengthen coffee authority, but underdelivered on awareness and engagement.
We redefined the brand’s strategic role and growth potential across key markets, developing and testing future brand territories with 2CV. This enabled us to prioritise the strongest opportunities and deliver a clear, commercially grounded roadmap, which identified must-win battles and where to focus investment into the areas with the greatest potential to drive growth.
TIKTOK
Embedding the audience growth strategy in TikTok
A segmentation framework only creates value if it’s adopted. After developing a global audience segmentation, we partnered with teams to bring it to life across the organisation.
From a high-impact launch event and leadership-led content to personalised tools and assets, we created a shared language and made the framework easy to use day-to-day.
By embedding it across content, product and communications, the work helped unlock a clear path to more than 500 million new users.
UNILEVER
Future-proofing hair styling innovation
Unilever needed to understand how hair styling had evolved post-pandemic and define a future-facing innovation roadmap.
We combined global research, expert input and deep consumer immersion to uncover emerging needs and identify six high-potential innovation territories. Through collaborative ideation and testing, we refined a focused set of concepts.
The result was a clear pipeline of next-generation products and the confidence to move forward in a rapidly evolving category.