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OIL & GAS

Social Foresight Shapes 2040 Strategy for Oil & Gas Provider


The Challenge

A major North American oil and gas provider was concerned about the growing trend among consumers to forgo fossil fuel in favor of lower-carbon alternatives, as well as the shift from traditional notions of car ownership and refueling to ridesharing and electric cars.

The company wanted to adapt and carve out a long-term plan in this unpredictable market, so it approached Idea Couture, a Cognizant Digital Business that analyses the present to help shape our clients’ future.


Our Approach

Our team includes anthropologists who study the social motivations that drive consumer and technology trends. The team conducted two concurrent streams of work for this oil and gas provider: ethnographic research, to understand the current experience of energy company customers, and foresight scanning, to anticipate broader changes taking place around the business. This approach helped us help the company better understand the need to confront the changes that are an outcome of the new modes of mobility, including ridesharing, and build trust among consumers. We also identified the company’s need to differentiate itself among its competitors.

Based on these findings, we developed a strategy to help the company in three areas: provide customers a greater sense of control over energy purchases, pricing and carbon footprints; create new mobility and convenience experiences that give time back to customers; and help customers make decisions that benefit the environment.

 

Shaping the Company’s Marketing Strategy up to 2040

Our team used anthropological and foresight research to create future scenarios that provide insights into customer behavior that can lead to regaining customer confidence and interest in the company. We also identified opportunities and threats to the business, as well as helped the company establish a long-term vision.

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Uncovered

insights into customer behavior

Established

a long-term vision for the company

Identified

opportunities and threats to the business


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