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When Flipcharts Are No Longer Enough
Turning Ideas Into Something You Can Actually See and Touch
LEGO® SERIOUS PLAY® (LSP) is a hands-on facilitation method that brings the creativity and inspiration of play to the serious concerns of business and its consumers. LSP "democratizes" respondent participation as it is set up to allow EVERYONE to voice their thoughts, opinions and ideas from the most extraverted to the more reserved participant.
Instead of simply talking about opinions in research and focus groups, customers and teams literally work through their ideas through simply building their thoughts, priorities, and visions with the bricks therefore, sparking deeper insights, unlocking creativity, and uncovering perspectives that traditional discussion on flipcharts alone can miss.
For Market Research with Customer Groups
Imagine your customer focus group not just answering questions, but using LEGO® bricks to create models that represent their needs, frustrations, and ideal solutions. As they build, they reveal the “why” behind their choices, providing rich, visual metaphors and deeper emotional context. You walk away with actionable insights grounded in what truly matters to them, not just what they can articulate in words.
For Joint Customer and Product Development/Project Team Work Sessions and Focus Groups
It's so important to not only garner insights from your customers but also from your product teams. After hearing from your customers, a great way to bring customers and designers or product teams together to inspire new ideas is to get them in the same room.
While the customers builds their ideal "widget" or service in one room, the design or product team also builds their vision for the product, service, or program. They then come together to compare each others models to validate how close they are or aren't. Or they can work simultaneously in the same room.
Finally, both groups collaborate to create a shared model that represents the best of both worlds for that product or service. This process bridges the gap between what customers want and what teams deliver, aligning vision and execution in a way that’s visible, memorable, and ready to inspire the next stage of development or prototyping.
​​Why This Methodology Makes Me a
Unique Moderator
As a trained LEGO® SERIOUS PLAY® facilitator and seasoned market research moderator and facilitator, I merge proven qualitative research techniques with an interactive, playful methodology that surfaces insights you can’t get from conversation alone.
Whether it’s a single customer group or a dynamic co-creation session with your product team, I help you uncover the story your data can’t tell, but can through models you can see, touch, and build on together.