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What a room full of LEGO can tell you about your audience

 
Kristof Marnef
Curiosity by
Kristof Marnef
Campaign Strategist
What a room full of LEGO can tell you about your audience
A curiosity by Kristof Marnef
INT26-xxx Kristof (1)
You walk into a room full of grown adults snapping LEGO bricks together. You might think it’s a team-building exercise, or a very strange birthday party. It’s neither. It’s one of the most useful things we do before launching a B2B campaign.
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The problem with talking to people

B2B campaigns don’t target one target group. And each target group has their own needs, their own language, and their own place in the decision-making story. To reach our target audiences, we need to communicate in the right places and at the right times. And to do that, we need to get to know our target audiences.

That sounds straightforward. Just talk to them, right?

The problem is that conversations lie. Not on purpose. But the moment you put people in a room together, dynamics shift. The loudest voice wins. The most senior person in the room sets the tone. Others adapt, soften their real opinions. What you end up with is a consensus version of reality, not the actual, messy, honest day-to-day of the people you’re trying to reach.

That’s where LEGO Serious Play comes in.

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When your hands are busy building, your brain works differently

The barriers that make people perform in conversations start to fall away and everyone builds at the same time, which means everyone contributes equally.

The result? You hear things you wouldn’t hear in a regular meeting.

When we’re preparing a campaign targeting multiple audiences, we ask each group to build their world. Literally. What does a day in your life look like? What happens in the morning, at lunch, in the car, at home in the evening?

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Take truckers, for example. In a traditional interview, they’d probably tell you the obvious: they read trade magazines, they’re on the road a lot. But when they build their day out of LEGO, something else comes out. The first thing they do every morning? Check Waze to know what the traffic situation is. So that could actually be an interesting place to advertise, then.

So LEGO Serious Play can help us discover behavioural patterns of target audiences. That way, we can look for relevant moments to address them. They have their own unique world where they’re active, and that’s what we’re trying to recreate with LEGO. Because if you know where and how your target audience moves, you know which media they consume and how you can reach them.

So who knows, maybe next time we see each other we can play with some LEGO. I’ll bring my own set.

 

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