ambev fei
PROJECT DEVELOPED VIA QUESTTONÓ MANYONE
we embarked on a major strategic challenge with ambev: helping the company design its innovation pipeline for the coming years. based on an innovative methodology to analyze the market through “consumption arenas”, we identify new areas of innovation for the creation of products, brands and experience ecosystems.
the project delivered a clear and profound vision for ambev on current consumer needs, in addition to pointing out trends for future growth areas. all with depth and agility in thought and execution, a hallmark of questtonó manyone's hybrid behavior between strategy and design.
an innovative methodology deserves an equally innovative approach: breaking down barriers and co-constructing
in addition to reading the market and analyzing the territories of opportunities from the consumption arenas, we extended our participation in the effective collaborative construction of the innovation pipeline.
we are a hybrid strategy and design consultancy, therefore we help ambev in conducting this process. we knocked down barriers, elaborated concepts and built prototypes that could show where the company was looking.
we involved ambev's marketing, research and development, logistics, communication and commercial teams, aligning information and technologies among all.
in a series of internal creative workshops and with beta consumers, we generated countless concepts to occupy different consumption arenas.
in a series of internal creative workshops and with beta consumers, we generated countless concepts to occupy different consumption arenas.
we took the creative results to an online quantitative survey to measure their relationship with the arena and their cultural maturity. here, another barrier has been overcome. the research process only lasted 2 weeks – against the 3 months the company was used to. this brought more agility to the project and allowed more iterations to be carried out on promising concepts.
turning ideas into concepts, and concepts into projects
once the methodology shows us the size, importance and satisfaction of the consumer, we work on the concepts with greater relevance to the company's strategy, making them tangible through already refined prototypes that could be better tested.the project was highly collaborative. we involved ambev's team of trainees to develop the pilot concepts, creating launch plans already linked to production volumes and marketing budgets and transforming each concept into a complete business case.
in less than 5 months, the company had at hand a reading of the main consumption arenas in the market, more than 20 concepts perceived as of great value to consumers and 13 prototypes with launch plans.
For ambev's head of Innovation strategy, mayra nogueira, the project was entirely created and developed in a consumer-centric way, a key point for transforming the company's strategy.
↓
“the delivery brings innovation to ambev due to the coordination, commitment, innovative ideas and the final result, which was very well evaluated. without this structured process, we cannot translate ideas into concepts, nor concepts into projects. the methodology used is deep enough to face the questions and simple to be told in a practical way. and of course, with a super competent team and partner that helped build the whole journey.”
mayra nogueira
head of innovation strategy at ambev
head of innovation strategy at ambev
for the global director of research and strategy at questtonó manyone, gustavo rosa, the role of innovation goes beyond creating products and services with great usability, aesthetics and responsibility. it involves understanding whether what we are creating is making the company play the right game and offering solutions that really dialogue with the current consumer culture.
↓
“with our line of design thinking, which works with consumer-centricity in a systemic way, combined with the methodology of consumption arenas, we brought a new perspective to the creation of products and services. This type of approach merges creative thinking with business thinking and addresses current issues for companies, ranging from internal alignment, ways of reading the consumer market, the need to get ideas off paper and disseminate innovative thinking.”
gustavo rosa
global director of research
and strategy at questtonó manyone
global director of research
and strategy at questtonó manyone
