How Ignite helped to bring insurance innovation concepts to life for consumer research focus groups for an insurance client.
Innovation and insurance?
Actually, we loved the innovation process our client ran to create the set of concepts they wanted to develop – they engaged a broader team in ideation, were unlimited in their thinking and completely customer oriented.
How did Ignite help?
Our challenge was to help the team to articulate what was in their heads and convert those quite intangible concepts into a set of visual stimulus for research with consumer focus groups.
What did you do?
We wanted the client team to get very clear about what their product ideas really were and ensure everyone was on the same page – including us.
So we designed and facilitated a one day workshop which introduced a number of idea building, or green-housing, techniques to help to stretch and develop their ideas. By the end of the exercises the team were easily able to summarise each idea into single sentences or real life scenarios.
Were they creative people?
Everybody is creative! We used an energising game called “Yeehah!” throughout the day to stimulate creativity and to signal to the team that they had permission to have fun. We find that Ideas flow better when groups are relaxed and laughing.
What did you enjoy the most?
It was rewarding to see the ideas evolve and then come to life later in the visual stimulus boards – as usual prototyping ideas early on in the innovation process is a great test of whether the concepts will work in real life .
What will happen next?
After the research groups our client will progress from this creative stage into the more analytical stage of idea selection and prioritisation.
“A massive thank you to the Ignite team for the turnaround of work. It’s in terrific shape, I am really pleased”
Sarah Howe
For more information about creativity workshops contact: jennymcgregor@ignite.org.uk
