Thomas Troch, Senior Research Manager at InSites Consulting described how Heineken re-examined nightlife experiences through open design projects. The first step was a visual analysis of nightlife venues on Instagram. This was followed by quantitative validation and a recruitment game. Finally, in depth behavior research revealed consumers needs and wants around this occasion. The end result was the Heineken Pop Up City Lounge which brought to life the insights and co-creation process.
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