An approach to explore wide range of ideas using as few stimuli as possible.
30 - 45 minutes
15 - 30 minutes
Based on the research, identify one key inspiring insight.
Identify how the brand can incorporate the insight into its offer (reason to believe).
Individually, try to identify a one proposition/big idea that can incorporates both the insight and the reason to believe.
In group, come up with creative ideas inspired by the proposition.
The inspiring, yet limited number of stimuli allows the team to interpret ideas from various angles.
This exercise require facilitators with sharp insight mining ability and brevity. He/she has to drive participants to think beyond the obvious associations, as the stimuli given are very limited.
Reason to believe