How can workshops be applied in market research?
In many cases, there is a need for targeted consulting services that go beyond classical market research projects. We have developed various workshop formats so that you can draw on our expertise as market researchers not only for mere “classic” data analysis but also for additional measures. Depending on your needs or research question, these workshops can be held at various times in the development process and with a range of stakeholders.
What types of workshops do we offer?
- Ideation workshops (aka creative workshops)
These workshops focus on developing new product ideas: Improve existing products, product innovations / extension of the product range, etc. Various creative methods to stimulate the ideation process (e.g., projective, associative, or creative process) are applied.
- Co-creative workshops with consumers and/or representatives of the contracting party
This workshop looks to go back to square one (e.g., defined need gap or conceptual idea) and work together to find the ideal version in an iterative process.
- Results-oriented workshops: Insight Action
To develop meaningful recommendations and implementation measures in the company. This workshop is often held after delivering an outcome report to draw up tangible and concrete outputs or an action plan.
We hold our workshops around the world. For workshops outside of the German-speaking region, we adapt them to match the respective cultural circumstances in close cooperation with our longstanding partners before they are facilitated by our project managers.
How are the workshops usually run?
Each workshop is designed in close consultation with the client. Individual components vary in length and intensity depending on the duration of the workshops. With a view to attaining the best possible output, the project manager ensures that the sessions work towards reaching an objective while making sure they have a varied approach. The workshops can be for half-days or up to two days in length.
Classic and recurring components are:
This is important as participants must work together instead of ‘just discussing’.
- Commitment to workshop rules
This is important for constructive cooperation.
- Stimulus material
This is important as it serves as a ‘reminder’ or ‘target for gathering ideas’.
- Breaks / exercises / games
These are important to ease and resolve mental blocks, as participants work intensively with each other.
What kind of results can be expected?
The type, form, and depth of results to be achieved is discussed in detail together with our clients in advance. For this, it is important to know what the results will be used for at a later time or who the internal target group is. Precisely when drawing up results-oriented workshops with clients is it crucial to involve all departments concerned and to determine the responsible parties for any recommendations. Profiles of ideas (including clear timeline and milestones) that can be clearly assigned to a responsible role can be useful for making progress on the issues internally and implementing them.