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GIM Idea Market

Research kills creativity? Not on the Idea Market! 

Topic
The Idea Market is a unique and new approach to co-creation workshops. It is always conducted in a large room (“the market place”) and based on different perspectives’ interactions. The Idea Market aims at substantially increasing the variety of perspectives. Also, the use of numerous creativity boosters enables the researchers to make use of these perspectives, and thus be able to generate implementable ideas for brands, products, communication or services that were validated by the target group.

Areas of application 
The Idea Market is usually deployed when innovations are involved. In sensationally short time, the Idea Market generates two to three fresh, validated and thus, immediately implementable ideas for new products, services and packagings, in short: for your entire offer. This saves time and costs and nevertheless generates an unusual idea density and depth and is thus, an extremely efficient approach!

The Idea Market combines the crucial benefits of co-creation and gamification, and presents a perfect balance of “doing” and “thinking”. It is a real creativity booster and team building at its best! This is why the Idea Market is always a very exciting and inspiring experience for everyone involved.

What makes the Idea Market such a particular approach to co-creation?

  • Setting: Design of the setting like a real-life market place.
  • Creativity boosters: A uniquely large number of creative drivers are used: competition, storytelling, visualisation, roleplay, miniatures, time pressure, movement, teamwork, handicrafts, projections, gamification, situations in which participants are assessed.
  • Carousel of perspectives: A cross-functional project team and their target group(s), one moderator
  • Sustainability of involvement and results: The project teams’ team spirit is strengthened by the joint experience of creativity. Ideas that have been generated by themselves, the immediate exchange at eye level with their own target group. This experience has a sustainable effect on the implementation of the results.
  • Efficiency: Content-related processes, but also the team processes that are usually required for the generation, validation and affirmation of ideas are significantly shortened, thus saving the client a substantial amount of time and costs.

Toolbox 
The toolbox of the Idea Market comprises: creativity, gamification, speed, teamwork, fun.

  • The preparation: Roll changes in the scope of tasks performed by the teams: clients use the storytelling technique to re-create the customer journey along the touchpoints. The target groups in turn develop ideas on the same topics and research questions.
  • The teams meet: Reality check and validation: immediate feedback on the project team‘s ideas, which afterwards get optimized by the target groups: they can only win the idea competition by “buying” ideas on the Idea Market.
  • The Idea Market has opened its doors: Consumers as critical players on the market: each project sub-team gets immediate feedback on their ideas by the whole group and an explanation for the existing (or missing) purchase interest. The other market stands are listening, and improve their ideas “on the go”.
  • New teams, new ideas: Synergies for maximum increase of quality: based on the purchase decisions, new mixed teams have formed and will now work to improve the respective ideas.
  • Prosumer goes marketer: The different target groups now present their final idea to the group, in the role of a marketer, at the market stand of their choice and in their own words.

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