Strategic Services

We don’t predict the future.
We identify and chart a course for your future destination

Everything starts with a business need.
And while every business challenge is unique,
our aim is the same: to embrace risk and make
our clients feel more inspired, confident and strategically fit for the future

We take a future-first approach to brand, business and innovation strategy. Strategy works with clients to embed the most culturally relevant and optimal implications today, and identify transformational brand and business solutions that help to align, define and realise future strategies.

We are method-neutral. We use the right combination of strategic research tools needed to enlighten the business challenge. Our focus is on identifying the future-fit insights that enable clients to rethink what they know today in order to refocus their plans on the consumer, category and context of tomorrow. Discover how our strategic services can make your future happen.

Strategic Services


Combining quantitative and qualitative research with original case studies and innovations, we explore your sector or consumers in detail to identify new product streams and original thinking to enable you to more quickly develop leading strategies and disruptive innovations.
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Strategic research tools

Through our extensive global network of 1,000 experts, cultural correspondents and early adopters we can bring you closer to the people who will define your future customer base and help you understand their impact. We help our clients realise their business potential by connecting with culture and future audiences – a combination of progressive qualitative and quantitative methodologies, providing inspiration and provocation, translation and nuance, and validation and focus.

Our lateral thinking is grounded in strategic foresight practices and optimised by rigorous cultural research tools – it’s how we interpret and navigate the evolving future contexts that enable our clients to thrive in change.


Bespoke reports

Stay ahead of the curve in an uncertain world

Our reports offer thought-leadership and disruptive thinking that builds reputation and awareness. We provide brands and businesses with a futures point of view on the impact of the evolving consumer landscape alongside trends on relevant industries, sectors and topics. This enables brands to position themselves uniquely against their competition, while generating interest and demand for their products and services. 

Find out more about our bespoke Foresight Reports and case studies here.


Futures Strategies

The transformational solutions for emerging challenges

We enable our clients to take an alternative approach to problem-solving and help them align their business objectives with the future. We translate long-term growth opportunities into platforms for innovation and development. We also build strategies and frameworks for optimised and disruptive solutions, safeguarding a brand’s success and driving relevance for the years ahead.

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Foresight Programmes

Align with the forces set to challenge future businesses

Our strategically applied foresight frameworks strengthen the internal trend capability and literacy across brand cultures and business teams. The foresight frameworks aid the continuing application of foresight to the client’s business in order to prioritise workstreams and align internal focus.


Case Studies

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The Future Challenge : 
Shaping the Future with Spotify

‘How do we understand global change and connect with early adopter consumers to harness culture, and drive brand and artist advocacy in a fluid, on-demand world?’

Outcome: In collaboration with Spotify and GfK we developed a global foresight framework to identify eight key macrotrends that shed light on the future of culture, and their impact on entertainment, music and technology. This work was global in nature, covering 12 key markets across the Western and Eastern hemispheres in order to empower local product, segmentation and communication strategies.

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The Future Challenge: Connecting People and Places with QIC|GRE

‘Which emerging cultural shifts in consumer behaviour do we need to prepare for in order to re-orientate and future-proof our developments?’

Outcome: In collaboration with QIC|GRE, our analysts developed a global foresight framework to identify 10 key macrotrends across retail, placemaking and lifestyle that shed light on the future of consumer behaviour. We interviewed early adopter consumers in Australia and examined trends across lifestyle sectors. This resulted in the creation of a range of digital tools to help teams across the QIC|GRE business use these future opportunities in real time.

The Future Challenge: Helping Future-proof a Leading Premium Vodka Brand

‘How can we future-proof the Absolut product by identifying the next relevant disruptive opportunity areas?’

Outcome: With younger audiences going teetotal and the world at large turning to more mindful drinking habits, Absolut needed to re-evaluate its product to keep up with new consumption behaviour. Using our proprietary trends system, we created a foundation of six innovation territories to explore new product opportunities for Absolut to explore and develop. Our in-depth approach centred on an opportunities matrix along with a pipeline hypothesis that would enable the innovations to thrive throughout the Absolut business.


Victoria Buchanan
senior futures analyst

Victoria specialises in future thinking and consumer research. She uses her creativity and strategic thinking to develop bespoke foresight projects for leading brands, such as L’Oréal, Spotify and Google, so that they can prepare their businesses for the future. She also regularly contributes to industry panel discussions and publications in the futures field.

Rachele Simms
head of strategy

Rachele plays a pivotal role in nurturing the Strategy team and developing the quality of our strategic thinking. With nearly 15 years of experience, she combines her creative background and strong commercial acumen to define and realise future strategies for brands such as Shiseido, lululemon, Jameson and The Chalhoub Group.

Louise French
brand and innovation strategist

Louise is a creative brand strategist with 10 years’ agency experience working with a broad spectrum of clients, particularly focused on FMCG. With her creative background she uses design thinking and a collaborative approach to develop simple and innovative solutions, and identify and implement tangible outputs for brand activations, innovation programmes and strategic foresight frameworks.

Tamara Hoogeweegen

As part of the Strategy team, Tamara researches and analyses consumer trends to help clients understand their future landscape. Her background in MA Material Futures at Central Saint Martins makes her naturally question what our future looks like from a social and design thinking perspective. Since joining The Future Laboratory, she has worked for a variety of clients, including Wilko, QIC, Sony, Knight Dragon, URW and Turner.

Rachael Stott
futures analyst

Rachael is responsible for leading research to identify and visually communicate global cultural trends across the lifestyle sectors, inspiring our clients to prepare for the future. As our fashion and retail expert, she speaks regularly at our events, and has worked on projects for clients such as Adidas and the British Fashion Council.


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Interested in knowing more?

Book a meeting with our team to find out how we can help you to future-proof your business.

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