RECORDING: How can LEGO® SERIOUS PLAY® be used in qualitative market research?

16 Nov 2021 | Webinars

This webinar is generously sponsored by iPoint Market Research. 

Join us to hear from Per Kristiansen, a Master Trainer and co-founder of LEGO® SERIOUS PLAY® and ICG member Giulia Fabrizi, a certified practitioner of this method.

Per will explain the scientific foundations of the method and Giulia will take you through some interesting applications of the method for qualitative market research (business and consumer).

More specifically, this webinar will take you through;

  • The neuroscientific foundation of LSP. The foundations of the method are inspired by several theories including Piaget’s constructivism, Papert’s constructionism and neuroscience. In extreme synthesis, when you build with your own hands, you activate connections between hand and mind that can awaken knowledge; this knowledge allows you to see a situation from a different point of view and offers new elements to face and manage it, drawing on the enormous wealth of skills and competences that are not always used, following the patterns of experience.
  • LSP as a business and consumer tool.  LSP can help teams t analyze the brand vision and the brand/company DNA. LSP can also help consumers uncover the values they associate with the brand/company. It can be also applied to so many other requirements, e.g. customer or patient journeys,  support in NPD or service development, or store layout development.

Per Kristiansen

Per Kristiansen is currently a partner in Trivium, a Copenhagen based consultancy. He joined Trivium in 2006. Per focuses on LEGO® SERIOUS PLAY® and delivers facilitator training programs and works directly with his own clients. He works all over the world. Together with Robert Rasmussen, he is the author of the book “Building a Better Business with the LEGO® SERIOUS PLAY® method”, published in July 2014. For information on the LSP courses, visit:

Giulia Fabrizi

Giulia Fabrizi is a qualitative market researcher and ICG member, working in this field since more than 20 years. She loves to connect various disciplines and explore new fields in which qualitative research can be blended and infused.