Horizons
We study what Australians seek on an ongoing basis & the consistent story of the past decade has been the growing demand for business to be a force for good.
How We See
How We See
Founded in 2006, The Lab is a full-service insights and strategy agency that helps clients see the world differently so they can make brilliant leaps.
By combining the powerful forces of human understanding - culture, behaviour, data and technology - we spot what others miss: not just insights, but turning points, reframes, sparks and new opportunities that fuel competitive advantage.
Founded in 2006, The Lab is a fiercely independent collective of strategic thinkers.
By combining the powerful forces of human understanding - culture, behaviour and technology - we enable brands to take advantage of our rapidly changing society and stay ahead of change.
A brilliant approach
A brilliant approach
We look for the unseen.
We listen for the unheard.
It’s a unique fusion.
Of brilliant people.
Who feed the tech required to
uncover a truth.
And exercise the expert human judgement
to make sense of it.
We look for the unseen.
We listen for the unheard.
It’s a unique fusion.
Of brilliant people.
Who feed the tech required to
uncover a truth.
And exercise the open-mindedness
to make sense of it.
See Your World In New Ways.
One way is never the only way
Humans are messy. Irrational. Surprising. Wonderfully complex.
That complexity is where brilliant new ideas come from.
But too often, research flattens people.
We don’t.
Because how you see people shapes what you see as possible.
See people differently, and you see the opportunity differently.
And that changes what becomes possible for brands.
No two opportunities are the same. We never favour one pre-determined method. Instead, we evaluate the “whats”. What will take us closest to our challenge? What will unlock the insight? What will shine a light on the way forward?
Explore the said
We interpret what people tell us through different qualitative methods; Big Qual, Video Diaries, Self-ethnography, Insta-mersions, Chat Bots, Online Communities, Co-creation sessions, Future Consumer, Focus Groups and Depth Interviews.
Uncover the unsaid
We reveal what people don't tell us by observing behaviour and tapping into the subconscious; Digital Tracking, Ethnography, Immersions, Neuroscience, Galvanic Skin Response, Eye-tracking, Face-recognition and Implicit response.
Decode the meaning
We search for unseen patterns and emergent clues given by people, culture and brands; Semiotics, Signals of Change and AI Modelling.
A brilliant, multi-disciplined team
A brilliant, multi-disciplined team
Diversity of expertise and intellect is the collaborative way we shine a light on every challenge.
So, a meeting of minds at The Lab might start with an anthropologist and a data analyst. It might come to the attention of a marketer and a sociologist. And then be put under the microscope by a behavioural scientists and a semiotician.
No two skill sets are identical. We arrive at brilliance from every possible angle.
Diversity of expertise and intellect is the collaborative way we shine a light on every challenge.
So, a meeting of minds at The Lab might start with an anthropologist and a data analyst. It might come to the attention of a marketer and a sociologist. And then be put under the microscope by a behavioural economist and a semiotician.
No two skill sets are identical. We arrive at brilliance from every possible angle.
9 areas of brilliance
1
Brand
Building great brands around what matters now, and what will matter next:.
- Brand Purpose and Positioning
- Tone of Voice
- Brand Architecture
- Portfolio Planning
- Category Entry Points
- Distinctive Assets
- Brand Books
- Customer Value Propositions
- Go-to-market
- Brand tracking
- Brand Purpose and Positioning
- Tone of Voice
- Brand Architecture
- Portfolio Planning
- Category Entry Points
- Distinctive Assets
- Brand Books
- Customer Value Propositions
- Go-to-market
- Brand tracking
2
Communication
Shaping every stage of communication to capture attention and deliver measurable change:
- Creative Strategy Development
- Communication Development
- Communication performance
- Creative Strategy Development
- Communication Development
- Communication performance
3
Innovation
Identify, shape and optimise ideas that disrupt, connect and grow:
- Territory Development
- Concept Development
- Product / Service Ideation, Design and Prototyping
- Concept Testing
- Market Sizing
- Co-creation Sprints
- Extreme Consumers
- Territory Development
- Concept Development
- Product / Service Ideation, Design and Prototyping
- Concept Testing
- Market Sizing
- Co-creation Sprints
- Extreme Consumers
4
Audience Understanding
See, understand and connect with your audience like never before:
- Segmentation
- U&As
- Shopper Decision Making
- Digital Tribes
- Audience Playbooks
- Film Story Telling
- B2B
- Segmentation
- U&As
- Shopper Decision Making
- Digital Tribes
- Audience Playbooks
- Film Story Telling
- B2B
5
Category development
Finding new rules, new opportunities and new spaces for growth:
- Category and competitor mapping
- White space identification and where-to-play
- Growth territory development
- Category convention-breaking analysis
- Category futures and scenario planning
- U&A
- Trend and category dynamics
- Category and competitor mapping
- White space identification and where-to-play
- Growth territory development
- Category convention-breaking analysis
- Category futures and scenario planning
- U&A
- Trend and category dynamics
6
CX
Understand the journey people experience today and shape the one they need next:
- Customer Experience Strategy
- Customer Experience Design
- Customer Journey Mapping
- UX / UI Optimisation
- Customer Experience Strategy
- Customer Experience Design
- Customer Journey Mapping
- UX / UI Optimisation
7
Advanced Analytics
Turn complex data into clear strategic choices:
- Market/consumer segmentation and digital/database segmentation
- Discrete choice modelling and conjoint-style trade-off work
- Concept in-market estimation ("volumetrics")
- Pricing strategy optimisation / value-based pricing
- Sales forecasting
- Brand equity modelling and decision-support systems
- Brand tracking and campaign/media effectiveness measurement
- Structural Equation Modelling
- Market/consumer segmentation and digital/database segmentation
- Discrete choice modelling and conjoint-style trade-off work
- Concept in-market estimation ("volumetrics")
- Pricing strategy optimisation / value-based pricing
- Sales forecasting
- Brand equity modelling and decision-support systems
- Brand tracking and campaign/media effectiveness measurement
- Structural Equation Modelling
8
Behavioural Science
Understanding what actually drives behaviour, then turning choice into habit:
- BSci Bootcamps
- Behaviour Change Strategy
- Experience and Product Design
- Communication Optimisation
- Behavioural Activation Workshops
- BSci Bootcamps
- Behaviour Change Strategy
- Experience and Product Design
- Communication Optimisation
- Behavioural Activation Workshops
9
Cultural Intelligence
Decode social change so brands can stay relevant, useful and ahead:
- Deconstruct Brands, Categories or Topics
- Emerging Narratives, Codes & Ideas
- Cultural Tensions, Beliefs & Throughlines
- Cultural Monitoring
- Always-on Cultural Tracking
- Future Scenario Planning
- Forefront and Expert Perspectives
- Deconstruct Brands, Categories or Topics
- Emerging Narratives, Codes & Ideas
- Cultural Tensions, Beliefs & Throughlines
- Cultural Monitoring
- Always-on Cultural Tracking
- Future Scenario Planning
- Forefront and Expert Perspectives