We built an established research-to-strategy process that moved from broad cultural signals to specific innovation priorities. Each round began with deep desk research and social listening to map cultural shifts, category dynamics, emerging consumer mindsets and signals around new liquid formats. We then added expert perspective from people close to the category in each market, alongside on-the-ground cultural intelligence from local spotters. In-depth consumer interviews explored local drinking cultures, behaviours, unmet needs and gaps across alcoholic and non-alcoholic RTD. We synthesised the evidence into clear white-space territories, then ran strategic prioritisation sessions with the client to narrow these to the opportunities with the strongest fit and potential before deep-diving into applications.