2-sentences brief 

An approach to explore wide range of ideas using as few stimuli as possible.

Active Time

30 - 45 minutes

 

Preparation Time

15 - 30 minutes

 

Objective

Explore possibilities

Collective Ideation

 

 

 How? 

  1. Based on the research, identify one key inspiring insight.

  2. Identify how the brand can incorporate the insight into its offer (reason to believe).

  3. Individually, try to identify a one proposition/big idea that can incorporates both the insight and the reason to believe.

  4. In group, come up with creative ideas inspired by the proposition.

define insight + RTB
define insight + RTB

define proposition
define proposition

ideas inspired by the proposition
ideas inspired by the proposition

define insight + RTB
define insight + RTB

1/3

 Example? 

The inspiring, yet limited number of stimuli allows the team to interpret ideas from various angles.

 Why? 

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.

Facilitator's

role 

  • Insight

  • Reason to believe

  • Key proposition

To 

document