Why so serious?

The LEGO® SERIOUS PLAY® methodology is an innovative process designed to enhance innovation and business performance. Based on research which shows that this kind of hands-on, minds-on learning produces a deeper, more meaningful understanding of the world and its possibilities, the LEGO® SERIOUS PLAY® methodology deepens the reflection process and supports an effective ideation process .

It allows participants to use fresh new thinking as they build, share and reflect upon their personally created 3-D models. Often it generate novel Consumer Insights for our clients compared to more traditional qualitative market research methodologies .

The new approach utilizes moderated thinking, communication and problem-solving technique, LEGO® SERIOUS PLAY®, where participants use Lego bricks to build answers in response to the moderator’s questions. It provides a deeper understanding of our customers and the role the brand plays in their lives. It is particularly useful for concept and product ideation workshops.

Previously Wilke has been using the method to develop strategic thinking and involve all stakeholders to formulate new ideas. LEGO® SERIOUS PLAY® is particularly useful if for instance employees at different levels are brought together or if groups of participants are more vocal than others – the method inherently includes everybody.

What is the typical flow of a project

Participants use bricks to construct a 3-D model of their narrative, experience or brand. By building models, participants share inner values, ideas and beliefs that can be difficult to uncover.The models built offers a unique way to explore values, knowledge and experiences of the individual.

Next participants undertake a constructive discussion where participants negotiate and share ideas and build new ideas together using the individual shared LEGO® SERIOUS PLAY® builds as a starting point.

When should you consider using LEGO® SERIOUS PLAY® for your market research or innovation project?

  • If you wish to Increase interactivity and participant engagement.

  • If it is necessary to gain greater depth and access to unconscious desires, needs and wants.

  • If the research is participatory and results need to co-created amongst these

  • If you need improved visual feedback for reporting.

Wilke has recently added a LEGO® SERIOUS PLAY® based qualitative research approach to our services. Feel free to contact us for a coffee and talk on how to use the approach in your innovation process.

Bastian Jerichow