At Illuminate Asia, we're excited to bring a unique, hands-on approach to understanding consumer behaviour and brand dynamics through LEGO SERIOUS PLAY (LSP). This creative, structured method goes beyond traditional focus groups and brainstorming by empowering participants to build and visualise their thoughts in 3D. Whether you're exploring a new product concept, refining your brand strategy, or seeking a fresh perspective on customer needs, LSP brings insights to life in ways words alone cannot.
Why LEGO SERIOUS PLAY?
Tap Into Insights at The Subconscious Level
While focus groups, interviews, and surveys capture conscious opinions, LSP reveals subconscious level behaviour by tapping into storytelling, metaphor, and symbolism.
Richer, More Nuanced Insights
Participants build models with LEGO bricks to represent their thoughts, allowing for richer, more nuanced insights and a powerful tool for storytelling.
Unlock Transformative Creativity and Clarity
LSP's structured yet playful environment encourages open communication and new ideas, unlocking creativity and clarity that can be transformative for your brand.Applications of LEGO SERIOUS PLAY for Marketing
Brand Identity & Positioning
LSP helps participants explore and visualise brand values, attributes, and personality through model building. It's a powerful way to refine and align brand positioning, giving teams and stakeholders a tangible way to understand a brand's essence and how it resonates with consumers.
Product Development & Concept Testing
By building physical models, participants express their expectations, aspirations, and emotions toward product concepts, which can be particularly valuable in identifying features, benefits, and experiences that truly resonate with your target audience.
Consumer Journey Mapping
With LSP, participants can construct their version of the customer journey, mapping out pain points, moments of delight, and decision-making factors. This visual approach offers a clearer, more comprehensive view of how customers interact with your brand and can guide efforts to enhance user experience.
Cultural & Symbolic Insight
LSP is an ideal method for exploring cultural insights and semiotics. Using metaphor-rich models, we delve into cultural associations, rituals, and symbols that influence how consumers perceive brands and products. It's a dynamic way to reveal deep-seated beliefs and subconscious drivers.
Creative Consumer Workshops
Looking for inspiration directly from consumers? LSP workshops with consumers open up a collaborative space to co-create ideas, discover new angles, and uncover creative insights that can shape future products or campaigns. Participants build their ideal versions of experiences or products, revealing unexpected preferences and emotional triggers.
Kids Interviews and Research with Young Consumers
For brands targeting younger audiences, LSP is especially effective in kids' research. The hands-on building process lets kids express themselves in a relaxed, fun setting, capturing thoughts and feelings that might be challenging to articulate in words alone. By building models, young participants can communicate in ways that feel natural and engaging to them.
Illuminate Asia's LEGO SERIOUS PLAY Process
Workshop Formats: Tailored for Your Team or Consumers
Our LEGO SERIOUS PLAY workshops are designed to be versatile, catering to both client internal teams and consumer workshops. Whether you want to ignite innovative thinking within your own team or understand consumer perspectives in a direct, hands-on way, LSP adapts to your needs. Internal workshops encourage cross-functional collaboration and ideation, while consumer workshops provide an authentic, visualised snapshot of how your brand or product resonates with real users.
Who Can Benefit from LEGO SERIOUS PLAY?
LSP is ideal for a wide range of roles and needs, including but not limited to:
Brand Managers
For deeper brand understanding and positioning.
Product Development Teams
To visualise and refine product concepts.
Marketing & Insights Professionals
To uncover cultural codes and symbols in consumer behaviour.
Customer Experience Teams
To enhance journey mapping and consumer experience.
Executive Teams
For strategic planning, vision alignment, and team building.
HR & Organizational Development
To promote team cohesion, clarify organisational culture, and support leadership development.
Sales & Business Development Teams
To better understand customer motivations, fine-tune sales approaches, and create aligned strategies.Our LSP workshops go beyond what's described here. Illuminate Asia will work closely with you to customize each session to your specific objectives and business challenges. Whether it's honing a brand identity, shaping customer experiences, or building team alignment, we tailor each workshop to maximise the relevance and impact for your team and organizational goals.
Ready to Build Insights with LEGO SERIOUS PLAY Method?
Let's go beyond traditional research methods and dive into a world where your consumers' thoughts, values, and aspirations are built right before your eyes. Discover how LEGO SERIOUS PLAY can elevate your marketing and consumer insights. Reach out to our team at Illuminate Asia to get started!