We strolled the streets of Újbuda, visited local shopping malls and other places teenagers go when hanging out, observed and talked about how they spend their free time. Also, teenagers and parents were interviewed in order to gain a more detailed understanding of teenagers' mindsets and preferences. 

After weeks of research, we mapped out the challenges teenagers with different attitudes face and ideated on possible roles Kaptár could play in their lives. Our team helped the Kaptár team define new conceptual directions to explore. 

The team now has broader knowledge about their target audience, are prepared to prototype and test different strategic directions during upcoming months. We have also laid down the foundations of their communication and positioning strategy and made recommendations on rethinking their event-structure.