An international beverage major sought to establish guiding principles to help formulate a new ethnic sparkling beverage and anticipate evolving expectations of future consumers for the Indian market using a human-centered approach. The objective of the engagement with Quicksand was to accomplish this through the exploration and investigation of three key lines of inquiry:
What currently motivates consumers’ ethnic beverage choices?
What will convince consumers to embrace a new ethnic sparkling beverage?
What constitutes a truly differentiated beverage experience for consumers?