THE QUESTION
How can we create products that truly align with consumer needs?
Which concepts will win in specific consumer segments?
How do we seamlessly integrate real-time consumer perspectives into the process?
WHERE
Bogota, Colombia
OUR APPROACH
Delivering consumer-centric innovation workshops with real-time feedback
To address AB InBev's need for consumer-driven innovation, Barfly designed and facilitated a comprehensive two-part workshop in Bogota to help the business win in four strategicspaces: women, LDA-25, at-home consumers, and food-led occasions. The "Street Lab" innovation event brought together 25 senior innovators from ABI Colombia for a unique, interactive workshop experience.
The two-day workshop was phased over two weeks, allowing for critical consumer testing between sessions. This approach enabled us to generate initial concepts, then refine and validate them based on real-time consumer feedback. Our process involved:
• Day 1: Concept generation focusing on the four target segments
• Two Weeks: Quantitative and qualitative consumer testing of ideas
• Day 2: Refinement and finalization of concepts based on consumer insights
OUR IMPACTS
This process not only met AB InBev's goal of bringing consumers into the heart of innovation, but also it created a pipeline of products truly aligned with consumer desires and market trends. A range of consumer-validated concepts were subsequently presented to the ABI board, and today several of them are being developed for launch in both on-premise and off-premise channels.
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If you’re interested in candid conversations that challenge your brief so you’re creating something culturally significant, we’d love to talk.
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