New Media, New Methods

I spy with my little eye…a simple game that creates an awareness of how other people see the world. Whether not seeing anything at all increases team spirit, creativity and insight generation has never been explored before.

In cooperation with the team from Dialogue in the Dark, we conducted two creative groups with consumers in complete darkness. We compared the discussion flow and communication as well as the number, diversity and creativity of ideas with results from creative groups held in a ‘normal’ venue.

Our analysis of these groups and online diaries shed light on the psychology of app usage from a new perspective, opening our eyes to the true drivers of the current app boom. Whether groups in the ‘black box’ differ from common focus groups and how they could inspire and enrich market research was demonstrated in our presentation for the Research Forum of the European Market Research Association in March 2013 in Prague.