Unlocking Innovation with Cultural Foresight

How emerging cultural mapping and foresight techniques can help brands deliver more meaningful, resilient innovation.
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Start 8 Nov, 01:00 UTC
End 8 Nov, 09:00 UTC
Type Live event
Digital No
Singapore, Singapore

Training Details

8 November from 1:00-8:00 UTC / 9:00-17:00 SGT.

  • Register for this exclusive on-site training from 9:00-17:00 SGT 8 November 2023. This training will take place in-person at our Art & Science of Innovation Conference 2023 in Singapore.

  • This registration is only available for full Conference delegates. The course fee is €400/500 (member/non-member rate respectively).

  • If you would like more information about the training please contact events@esomar.org.


Businesses and brands need to look to the future to help shape innovation and strategy. But there isn’t just one future. There could be many possible emergent paths ahead. Successful innovation today depends on having a point of view on a range of possible ‘tomorrows’ and building towards those that are preferable for people, planet and business. In this masterclass we will explore a variety of Cultural Foresight techniques which help brand teams do exactly that. This masterclass will touch on a number of new and breakthrough approaches in the areas of Futures and Cultural Foresight.

What will you learn?

  • Understand what culture centric innovation thinking is, and why it matters.

  • Understand how to connect and respond to changing meanings in culture.

  • Explore why considering the ‘shadow side’ of our impacts, concepts, strategies and decision making are critical for effective innovation.

  • Uncover how to use different foresight techniques such as scenarios and speculations which help us interrogate our assumptions and anticipate emerging needs and contexts which can inform innovation decisions we make today as well as those with a much longer horizon.

Who should attend?

  • Cultural strategists and insights professionals

  • Trends and Futures professionals

  • Brand owners

  • Innovation / R&D

Programme at a Glance

In this course we are covering:

  • Semiotic 'Meaning' Mapping, including the use of the 'Shadow Map'

  • The Futures Cone and how we use it alongside other Cultural Foresight techniques.

  • Multiple Scenario & Speculations generation


Maya Madhusoodan
Managing Director, APAC at Space Doctors
Sui Lai Kang
Futures & Innovations Director at Space Doctors
Gareth Lewis
Head of Insight at Space Doctors