Cultural research and product ideation for a global CPG manufacturer
The Brief
We were commissioned by a UK insights agency to lead two cultural research projects — one in India and one in Mexico — aimed at uncovering how people live, think, and express emerging values in everyday life.
In India, the focus was on new modes of living — from home life and eating habits to cleanliness and consumption. In Mexico, we explored the lifestyles and aspirations of teenagers, capturing how a new generation is shaping identity and self-expression.
The Approach
Across both projects, we combined semiotic analysis, ethnographic fieldwork, and in-depth interviews to reveal the cultural meanings behind daily routines and lifestyle choices. In India, we conducted fieldwork in New Delhi and Mumbai; in Mexico, we spent time with teens and families in Mexico City. Our goal was to decode the hidden logics driving change — from domestic rituals and aesthetics to social belonging and future aspirations.
The Outcome
Each project culminated in an insight-driven report paired with product and brand concepts designed to inspire future innovation within consumer packaged goods. Together, they revealed how culture, class, and aspiration are reshaping everyday life across two fast-evolving markets — offering our client fresh creative and strategic direction grounded in real human experience.
