We’re nominated in the following two categories:

(1) The ‘New Consumer Insights’ category: for our innovation strategy work with Asahi Europe & International

Our partnership involved using digital data to create a new approach to finding growth opportunities and shaping Asahi’s future beverage innovation strategy. By analysing >1 billion online searches and 450,000+ social media posts and product reviews, the team uncovered fresh, revealing consumer insights, based on the unfiltered, honest voice of the consumer. We used digital analytics to calculate which consumption moments have the biggest future momentum, and uncovered innovation platforms grounded in unmet consumer needs. This has led to the adoption of a consumer-led growth framework, and breakthrough brand-agnostic idea generation.

(2) The ‘Application of Analytics’ category: for our advanced AI and analytics powered Digital Track programme with BAT

In its transformation journey to Build a Smokeless World, BAT needed quick and comprehensive insights that traditional sources alone couldn’t provide. Our partnership involved developing Digital Track, a tool that leverages advanced AI models like RoBERTa and GPT. Digital Track transforms unprompted digital data from social, reviews, and searches into actionable insights. Since launching, the tool has been embedded across 15 countries, enhancing strategic decision-making and delivering real-time, data-driven insights. This innovative solution enables BAT to stay on top of market dynamics, better understand adult consumer needs, and maintain a competitive edge in a rapidly evolving category landscape.

A huge thanks to our client partners at Asahi and BAT, for embracing these innovative approaches to consumer research, as well as our outstanding team at Curve for their hard work resulting in this recognition.