Customer Foresight: looking beyond the horizon
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Leveraging extensive human expertise, big data and artificial intelligence (AI) to anticipate the future of food.
The food and beverage industry is undergoing a transformative shift driven by rapidly changing consumer and customer needs.
From enabling the movement to more mindful and planet-friendly diets to helping consumers achieve their wellbeing goals, meeting these vast expectations requires a new kind of thinking.
Givaudan’s Customer Foresight leverages the deep, proprietary food industry expertise brought by our futurescapers combined with big data and AI, to anticipate future challenges and consumer expectations. Weak signals lead us to potential scenarios and ultimately to new product experiences. As the platform continues to learn through AI, it will be able to provide actionable foresight that extends a decade or more into the future.
What is foresight?
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What is foresight?
Foresight is a forward-looking concept that combines insight and trends to anticipate and prepare for future developments. It is a proactive approach that involves detecting weak signals, identifying drivers of change and scenario planning that answer questions about what may or may not happen.
Futurescaping future of food experiences
An exclusive, co-creation process
Customer Foresight futurescaping platform
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Our Customer Foresight futurescaping platform
At the heart of Customer Foresight is a proprietary digital engine that empowers our experts to consider the future.
Customer Foresight is exclusively built in-house at Givaudan’s Digital Factory in Paris, France. Our team of experts, known as ‘futurescapers’, combine human expertise with AI and big data to refine, sort and cluster mass data into clear patterns. We then map them and create potential scenarios leading to specific ideas for new product experiences.
Our futurescapers
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Our futurescapers
Customer Foresight depends on a team of seasoned futurescapers. Carefully selected for their expertise, our futurescapers are experienced in using the tool to unravel the foresights most relevant to our customers.
“Today, it’s no longer enough to follow trends. As a futurescaper, it’s my role to imagine and analyse possible futures and help prepare our customers for upcoming opportunities and potential threats. By listening to and analysing signals of change from hundreds of external sources of data and AI, as well as Givaudan’s own proprietary data, we can craft foresights and future solutions for our customers.”
Irene Berge Schuster, Futurescaper Europe & Marketing Manager Eastern Europe
Foresight that spurs action
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Foresight that spurs action
Imagine you’re trying to understand where juice beverages are headed in a specific emerging market, for a particular target consumer. Customer Foresight considers every aspect of the market – the region, country, segment, category, and brand dynamics as well as related or adjacent consumer and product attributes and movements. Our experts then use the platform to gain insight and foresight into any future food or beverage opportunities, resulting in true, actionable foresight.
Learn more about how we can use Customer Foresight to help co-create tomorrow’s food experiences.