In an increasingly dynamic business landscape—where teams must rapidly generate valuable ideas, align effectively, and build relevant solutions—why are we still relying on tools designed for a far more predictable world?
At Adhara Research, we believe that innovation requires innovative methodologies. That’s why we integrate LEGO® Serious Play® (LSP) into our projects focused on new product and service development. Far from being a simple playful activity, LSP is a powerful strategic facilitation method. It enables teams to think with their hands, tap into the group’s tacit knowledge, and construct a shared language that supports more creative and aligned decision-making.
What is LEGO® Serious Play®—and why is it reshaping the rules of innovation?
LEGO® Serious Play® is a facilitated thinking, communication, and problem-solving technique developed by LEGO. Its premise is as simple as it is transformative: use LEGO bricks to build models that represent ideas, perceptions, and solutions. Through this hands-on approach, teams engage in a deep, collaborative, and emotionally meaningful exploration process.
The methodology follows a four-step process:
- Pose strategic and thought-provoking questions.
- Build responses using LEGO bricks as a means of expression.
- Share the stories and meaning behind the models.
- Reflect collectively to extract insights and make decisions.
This process enhances collective intelligence and opens the door to insights that rarely surface in traditional workshops or brainstorming sessions.
Applied to innovation: How can LEGO® Serious Play® help you develop new products or services?
One of the greatest challenges for innovation teams is moving from vague ideas to clear, aligned, and actionable solutions. This is where LSP stands out.
By using their hands to build ideas, participants access a different kind of knowledge—more emotional, integrated, and enduring. Neuroscience studies show that over 70% of our neurons are connected to our hands, which is why manual construction leads to clearer expression and better retention.
Moreover, LSP workshops ensure 100% participation. Hierarchies, egos, and power dynamics are neutralized. There are no “winners” or “losers” in the conversation—everyone has a model, a voice, and a story. This significantly increases both the quality and diversity of ideas and prevents strategic decisions from being driven by just a few opinions.
When applied to co-creation and ideation sessions with clients, LSP fosters depth, alignment, and engagement in just a few hours—achievements that would otherwise take weeks of meetings. As a result, teams move forward with greater clarity and confidence.
For example, in service design projects, building shared models enables teams to visualize—in 3D—what the ideal service should look like, which barriers must be overcome, and which values should underpin the experience. Decisions are no longer made in PowerPoint slides—they’re made through the shared experience of building together.
What does your organization gain by incorporating LSP into its innovation process?
Integrating LEGO® Serious Play® into your innovation strategy delivers key benefits:
- Increased engagement: 100% of participants are actively involved.
- More and deeper ideas: by activating less conventional expressive channels, new and better-articulated ideas emerge.
- Better decision-making: decisions are built through true consensus, with greater awareness of emotional and strategic impact.
- Greater commitment: what is built with the hands becomes more personal—driving ownership and execution.
- Enhanced agility: visual and metaphorical language accelerates alignment and avoids misunderstandings or endless debates.
In short, LSP not only makes your meetings more effective—it transforms how your team thinks, communicates, and creates together. It also adds an emotional and experiential dimension that strengthens participant connection.
The future is in your hands. Are you ready to build it?
At Adhara Research, we combine this methodology with our qualitative research expertise to design tailored working sessions. Whether you’re exploring a new business opportunity, rethinking a service, or seeking more meaningful ways to connect with your customer, we help you think with your hands to go further with your mind.
Shall we talk?
