Whitespace Identification and Futurecasting
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Whitespace Identification and Futurecasting

Unprecedented times require unprecedented thinking. We help you meet your customers where they are by uncovering hidden needs, identifying emergent behavior changes, and activating against untapped opportunities to stay a step ahead in delivering market-moving experiences.

Creating a new experience is a big investment, and understanding potential needs your brand could meet is the first step in quantifying opportunity. At Kelton, we use a custom mix of tools — contextual inquiry, observation, job shadowing, and more — to help you explore buyers’ need states and identify the most fertile opportunity areas that align with your core positioning. Looking further out, we help your team look at their market through different lenses — giving them the tools they need to pragmatically plan innovation years in advance.

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Case Studies

Learn more about how our work has energized strategy for global brands, disruptive startups and everything in between.

Whitespace Identification for Taubman | Beverly Center
Here's how we used whitespace identification to make sure LA's Beverly Center included a sharply defined brand experience.
Case Studies

Whitespace Identification for Taubman | Beverly Center


How We’re Different

We aren't ones to brag, but here are a few reasons clients enjoy working with us on Experience Innovation projects:

Innovation Framework Backed by Insights


We make sure every innovation pathway we recommend can be tied back into an insight or unmet need, so that you’re designing the products, services and experiences your customers actually want.

Organizational Innovation Stewards


Organizational Innovation is disruptive by nature, and brands have to be prepared to navigate this shift internally. Our organizational change experts prepare and energize you company for what’s to come.

Better Inputs Yield Better Outputs


What goes in really matters. By starting creative work with truly divergent ideas that stretch your brand’s potential, we elicit powerful reactions that reveal new and surprising opportunities to bring value to your customers.

Global Market Research Capabilities


Across 45 countries and 6 continents, we collect insights, ideas and innovative services that inspire us and our clients - here, there and everywhere.

Innovation Framework Backed by Insights

We make sure every innovation pathway we recommend can be tied back into an insight or unmet need, so that you’re designing the products, services and experiences your customers actually want.

Organizational Innovation Stewards

Organizational Innovation is disruptive by nature, and brands have to be prepared to navigate this shift internally. Our organizational change experts prepare and energize you company for what’s to come.

Better Inputs Yield Better Outputs

What goes in really matters. By starting creative work with truly divergent ideas that stretch your brand’s potential, we elicit powerful reactions that reveal new and surprising opportunities to bring value to your customers.

Global Market Research Capabilities

Across 45 countries and 6 continents, we collect insights, ideas and innovative services that inspire us and our clients - here, there and everywhere.