LET IT CLICK WITH THE BRICK GAINING INSIGHTS THROUGH LEGO SERIOUS PLAY AS A BRAND RESEARCH TOOL
- Abstract
The thesis at hand has the aim to find out if the management method LEGO SERIOUS
PLAY (LSP) is applicable for brand research. Secondary literature is reviewed
to detect current applications of the method in marketing and branding.
Additionally, LSP facilitators are interviewed as experts to investigate the potential
of the method for application in marketing and brand research, as well as identifying
success factors of the method. Moreover, workshops are performed examining
two variations of LSP using different bricks, as well as the comparison
method Free Expression Drawing (FED) to find out if brand associations can be
created to determine the brand image of a company.
The thesis starts with defining the terms brand research, brand research tools, and
LSP and continues with a description of the methodology and course of investigation.
The results of the literature review and the expert interviews are illustrated
showing current applications of LSP in marketing and brand research. Furthermore,
a scoring model is introduced to evaluate the suitability of LSP for brand
research combining the key findings of the workshops and additional factors. In
the discussion the results are interpreted, limitations of the conducted research are
illustrated and implications for further research are given.
The conclusion of the conducted research is that LSP is suitable to investigate the
brand image of a company but the drawbacks of the method need to be considered.
