Uncovering Unexpected Insights

What insights can a beverage brand like Pepsi gather from a Brooklyn hipster barbershop? How can a San Francisco bouldering gym spark new ideas for a pet food brand like Purina?

Cultural insights expert Stephan Paschalides discusses the power of parallel-category inspiration and the value of in-person experiential research as a tool for uncovering unexpected insights which can translate into business opportunities.

Stephan is the founder of Now Plus One, a cultural insights consultancy that curates deeply engaging ethnographic experiences that get brand teams out of the office, trigger their imagination and help them solve problems in new ways.