Julia Trebbin has defended her master thesis at Hochschule für Wirtschaft und Recht Berlin on “Let It Click with the Brick – Gaining Insights Through LEGO SERIOUS PLAY as a Brand Research Tool”
The abstract of the thesis is: The thesis at hand has the aim to find out if the management method LEGO SERIOUS PLAY (LSP) is applicable for brand research. Secondary literature is reviewed to detect current applications of the method in marketing and branding. Additionally, LSP facilitators are interviewed as experts to investigate the potential of the method for application in marketing and brand research, as well as identifying success factors of the method. Moreover, workshops are performed examining two variations of LSP using different bricks, as well as the comparison method Free Expression Drawing (FED) to find out if brand associations can be created to determine the brand image of a company. The thesis starts with defining the terms brand research, brand research tools, and LSP and continues with a description of the methodology and course of investigation. The results of the literature review and the expert interviews are illustrated showing current applications of LSP in marketing and brand research. Furthermore, a scoring model is introduced to evaluate the suitability of LSP for brand research combining the key findings of the workshops and additional factors. In the discussion the results are interpreted, limitations of the conducted research are illustrated and implications for further research are given. The conclusion of the conducted research is that LSP is suitable to investigate the brand image of a company but the drawbacks of the method need to be considered.