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Consumer futures-2020 Scenario's for tomorrow consumers Toolkit part-2-guidelines-using-consumer-futures (1)
Consumer futures-2020 Scenario's for tomorrow consumers Toolkit part-2-guidelines-using-consumer-futures (1)
Consumer futures-2020 Scenario's for tomorrow consumers Toolkit part-2-guidelines-using-consumer-futures (1)
Consumer futures-2020 Scenario's for tomorrow consumers Toolkit part-2-guidelines-using-consumer-futures (1)
Consumer futures-2020 Scenario's for tomorrow consumers Toolkit part-2-guidelines-using-consumer-futures (1)
Consumer futures-2020 Scenario's for tomorrow consumers Toolkit part-2-guidelines-using-consumer-futures (1)
Consumer futures-2020 Scenario's for tomorrow consumers Toolkit part-2-guidelines-using-consumer-futures (1)
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Consumer futures-2020 Scenario's for tomorrow consumers Toolkit part-2-guidelines-using-consumer-futures (1)

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  • 1. consumer futures 2020 how to use the scenariosfacilitator notesIf you plan on using the scenarios, here are a few tips for how to set up sessions for strategy andinnovation or simply to take people away from today and inspire them to think more long term... > Before doing either the strategy or innovation sessions, we highly recommend you get participants to do one or both of the ‘thinking long-term’ and ‘scenario immersion’ tasks outlined in this document. These are designed to prepare participants for working with scenarios. > Scenarios work best when used together. We don’t recommend you run sessions focussing on one scenario only - part of the value of working with scenarios is the diversity across them and the insights gained from groups feeding back from different scenarios. Some of these insights will be similar and the commonalities are useful learning points when preparing for a range of futures. We don’t know exactly what the future will hold, and the point of using sets of scenarios is to be able to prepare for future uncertainty. > Split your participants into groups, if there are enough of you (we suggest groups of 3-6) > Position the groups around pre-prepared wall spaces - with a scenario pack each. The scenario packs contain the full scenarios, which you can print out for them all to read (you can also send them prior to the session as a pre-read), as well as a set of posters you can stick up on the wall, for them to work from. > Give each group a set of ‘sharpie’ pens and some post-its of various sizes and colours > Pin up the ‘working with scenarios’ poster as a reminder for your participants > if you plan to prototype (more info on this below), source the following materials: > a selection of recycled coloured card, paper and tissue paper > some old cardboard boxes > a selection of coloured plasticine (also known as play-do) > staplers, scissors, stanley knives (cutters), eco-friendly glue/prit-sticks & selotape > a selection of used newspapers & magazines (as relevant to your sector as poss.) > a selection of old packaging (egg boxes, bottles, cups etc) lifetime supply of rental products personalised es fin do rf fa rm sh ar products personal energ y 1st t 2nd this is to cer tify tha 100 har ry moo re own s sha res 3rd ian 4 hom e th pl ac e – in stant feedback trav el – networkab le
  • 2. consumer futures 2020 how to use the scenariosthinking long-termThe 10-20 Year BrainstormThis can either be done as a plenary brainstorm, or within smaller groups. The objective of thissession is to open minds to the possibility that the future will be radically different from thepresent.In the Consumer Futures scenarios, we’re looking a decade or so ahead to 2020. In order toaccertain what might change between now and then, we look 20 years back to see what’shappened since then. > As a group, discuss the following questions: - What has changed over the last 20 years? - What major, world events have taken place? - What do we do differently now, compared to 1990? The brainstorm can run as long as the discussion remains interesting and useful. lifetime supply of rental products personalised es fin do rf fa rm sh ar products personal energ y 1st t 2nd this is to cer tify tha 100 har ry moo re own s sha res 3rd ian 4 hom e th pl ac e – in stant feedback trav el – networkab le
  • 3. consumer futures 2020 how to use the scenariosscenario immersionA Day in the Life - in small groups of 3-6 people > Each group will focus on one scenario pack > The groups should then do as follows: - read through the scenario individually; - take 10 minutes to discuss initial thoughts and reactions to the scenario as a group; - pick 2 personas and sketch out what their day would look like in the scenario; - use post-its to capture. > Each group then feeds back to all Some examples of ‘day in the life’ questions: - where will your persona live? - what job will he/she be doing? - where will his/her kids be educated? - how will he/she get to work? - what/how will he/she eat? - what products will he/she use? - how often will he/she go shopping? lifetime supply of rental products personalised es fin do rf fa rm sh ar products personal energ y 1st t 2nd this is to cer tify tha 100 har ry moo re own s sha res 3rd ia
  • 4. consumer futures 2020 how to use the scenarios1. strategy (a)Scenarios are an excellent tool for testing current strategies and creating new ones.Forum for the Future has been using future scenarios with businesses like Unilever, Sainsbury’s,Danone, Levi Strauss & Co. and PepsiCo to inform and/or help generate their business strategiesfor over 12 years. Here we outline a few tried and tested workshop methods to help you and yourorganisation use the Consumer Futures scenarios to inform your business strategy. Strategic Response to the Scenarios - Task 1 - in small groups of 3-6 people Groups focus on one specific scenario pack. Suspend disbelief. Imagine your scenario, the indicators, products and services and stories are an accurate description of reality and ask the following questions: > Which aspects of your current business strategy would still be effective? > Which aspects of your current business strategy would still be effective but would require amending? > Which aspects of your current business strategy would be ineffective? > What new actions might be effective? > For aspects that would require amending, what would those amendments be? Write amendments, new actions and things you would need to drop on colour-coded post- its. Then feedback to all and discuss in plenary - it’s helpful to create a wall of post-its using the scenario axis, as you feedback (see page 11 in the Consumer Futures full online report.) Once everyone has given feedback, discuss the following: - How would the strategy play out differently in the various future scenarios? - Do the responses across the different scenarios have anything in common? If so, discuss how they can be prioritised into immediate actions. lifetime supply of rental products personalised es fin do rf fa rm sh ar products personal energ y 1st t 2nd this is to cer tify tha 100 har ry moo re own s sha res 3rd ian 4 hom e th pl ac e – in stant feedback trav el – networkab le
  • 5. consumer futures 2020 how to use the scenarios1. strategy (b) Strategic Response to the Scenarios - Task 2 - in small groups of 3-6 people Groups stay with their specific scenario pack. Put aside the current business strategy for a moment and ask yourselves: > If you were an entrepreneur in this scenario and you wanted to set up a new business (with global ambitions), what sort of company would it be? > Describe this new company’s business model (product, service, markets, value chains etc) - use the value chain poster (included in the toolkit) to help do this. > What would this company’s key assets be, what differentiates it and makes it a commercial success? Capture ideas, the value chain and key elements of your new business on post-its. Share your group’s business idea with everyone and discuss in plenary. Once everyone has shared their ideas, discuss the following: - How different are the new ideas compared to your current business model? - Do any of the business model ideas seem less risky than your current business model? If so why? - Could your company adopt to any of the business model ideas - if so how? lifetime supply of rental products personalised es fin do rf fa rm sh ar products personal energ y 1st t 2nd this is to cer tify tha 100 har ry moo re own s sha res 3rd ian 4 hom e th pl ac e – in stant feedback trav el – networkab le
  • 6. consumer futures 2020 how to use the scenarios2. innovation (a)Leaping into 2020 is ideal for generating the innovations that will change our world for thebetter.Forum for the Future uses future scenarios with businesses like Unilever, Sainsbury’s, Danone,Levi Strauss & Co. and PepsiCo to help them innovate. Here we outline a tried and testedworkshop method to help you and your organisation use the Consumer Futures scenarios togenerate ideas for the innovative products and services we need for a sustainable world.IDEA GENERATION Session 1 - using the scenarios for innovation - in small groups of 3-6 people 1. Read through and briefly discuss your persona(s) (included in the toolkit as posters) 2. Think about how your company’s products and/or services are currently meeting this consumer’s needs. Jot down points on post-its and collate on a wall. In particular: > why does the consumer purchase the product(s)/service(s)? > what basic needs is the product(s)/service(s) meeting? > how does the consumer find out about and purchase the product(s)/service(s)? Repeat for the other persona(s) 3. Suspend disbelief. Imagine your scenario, the indicators, poducts and services and stories are an accurate description of reality. Discuss how your persona(s) would be living in 2020, within your scenario. Consider: > what would be different from today? > are their basic needs still the same? > would they still be able to purchase the product(s)/service(s) in the same way? 4. Brainstorm ideas for how your company could be meeting the consumer’s needs in your scenario. Generate multiple ideas for how to do this - this is about quantity of ideas, not quality! 5. Use the consumer futures recommendations, your company values and any company targets/vision on sustainability to filter down the ideas to one that you love. lifetime supply of rental products personalised es fin do rf fa rm sh ar products personal energ y 1st t 2nd this is to cer tify tha 100 har ry moo re own s sha res 3rd ian 4 hom e th pl ac e – in stant feedback trav el – networkab le
  • 7. consumer futures 2020 how to use the scenarios2. innovation (b)CONCEPT DEVELOPMENT & PROTOTYPING Session 2.- using the scenarios for innovation - in small groups of 3-6 people 1. Having filtered down to one idea, use the value chain poster to map out the new product and/or service’s lifecycle and business model - do not feel constrained by today’s business models. 2. Prepare to prototype your concept. What is prototyping? > a prototype is anything that helps you communicate or test an idea or concept > for example, physical models, storyboards, role-plays, press-releases > it gives us early feedback and allows us to co-develop the concept interactively 3. Using the materials in the room and anything else you can get your hands on - build communication campaigns, create physical prototypes, develop role-play sketches, press releases, newspaper headlines – anything goes so long as it helps you to explain your concepts. > what’s your concept’s name, identity and brand? > who is your consumer? > how are they accessing and using your concept in 2020? > don’t use powerpoint presentations > be as creative and open as you can. 4. Share your prototypes with the other groups. Once everyone has shared their prototypes, discuss the following: - How different are the new ideas? Could they be implemented within your current business model? If not, how would your business model need to change? - Are there any similarities across the ideas? - If you were to implement the idea in 2020, what do you need to do now, in order to get a few steps towards it? - Create an action plan for implementation. lifetime supply of rental products personalised es fin do rf fa rm sh ar products personal energ y 1st t 2nd this is to cer tify tha 100 har ry moo re own s sha res 3rd ian 4 hom e th pl ac e – in stant feedback trav el – networkab le

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