As an organization that always strives to keep an ear to the ground, Arla’s Swedish innovation team were looking for a future-facing approach to uncovering important shifts in their audiences’ everyday lives.

Gaming is the world’s largest and fast-growing entertainment industry. With more than 3 billion gamers globally, gaming as a phenomenon is one of the key drivers of pop culture today. Arla and Augur set out to openly and curiously explore and gain deeper insights around the gaming community; their love for games, but also their habits, needs and pain points connected to snacking and drinking.

Here we are, out in the wild!

Ethnographic immersion

Using an immersive and 360 approach, we met with industry experts, innovators, gamers and streamers in their natural habitat, capturing our encounters on film:

  • ‍3-day gaming safaris meeting with industry players, gamers, streamers and experts, as well as store visits and exhibitions‍
  • Ethnographic in-home interviews and gaming diaries with young gamers representing different segments
“We kicked off this explorative process with Augur to help us understand the market, but also get under the skin of gamers, truly observe and discover their behaviours. The cultural safari we did meeting industry experts and visiting gaming venues, combined with the home visits and diaries were perfectly coordinated. Augur not only is curious and helps us understand the world with empathy but also brings on top a layer of strategic analysis and thinking that helped us leap forward in our thinking.”
Julian Reisz, Director Open Innovation & Accelerator

Impactful insights and the next step ‍

The immersion gave first-hand experiences and insights about this multi-faceted domain captured in a safari video and a report mapping out the world of gaming. The rich insights have given Arla a platform to continually explore the possibilities and the people that thrive within it.

About Arla

Arla is an international dairy company and cooperative owned by 8 500 farmers around Europe. The world’s largest producer of organic dairy products and one of the strongest players on the global dairy arena.

Cultural impact with Augur

Augur are experts at combining cultural insights and strategic foresight to unlock future opportunities. If you would like to learn more, feel free to reach out to Jenny Lycke, Foresight Lead, at jenny@augur.se