New Behavioral Research Approach: PlayFULL Insights®

Innovative qualitative approach supports consumer-driven product development ideation and facilitated problem-solving for marketing and brand strategy research 

Press Release

28 August 2018 – Chicago, IL

InsightsNow, a behavioral research firm, has added an innovative new approach to the qualitative research toolbox offered to their clients, PlayFULL Insights® (PFI)PFI is an application of the LEGO® SERIOUS PLAY® methoda facilitated thinking, communication and problem-solving technique where participants use LEGO® bricks to build stories in response to a trained moderator’s carefully-crafted questions. 

PlayFULL Insights® fosters “prospective thinking”—a mode of thinking identified by psychologists as “System 3”—one of three ways to make decisions. Two other types of thinking are “System 1” where people make decisions fast using intuitive, more impulsive mental processes and System 2 where decisions are made more slowly using rational processes. Prospective “System 3” thinking involves remembering the past to anticipate future outcomes—where motives for decisions are based on anticipatory emotions such as desire, hope, fear and intrigue. 

Photo by Kelly Sikkema on Unsplash

 “PlayFULL Insights allows participants to use fresh new thinking as they build, share and reflect upon their personally created 3-D models,” said Karen Lynch, Senior Director of Qualitative Insights at InsightsNow and original co-creator of PFI. “Stories about their models becomes the basis for group discussion. By using this unique and innovative method, new and actionable insights are uncovered, and clients can amplify the wisdom they seek for their market research initiatives.” 

 With PFI, participants cycle through rounds of play—using Lego® bricks to create models that represent anticipated outcomes and feelings about projected use moments; describe how conceptual products and anticipated solutions might be applied; illustrate what products and solutions might look like; or indicate point and counter points to various positioning or statements of logic. This play-based, behavioral methodology helps accelerate the discovery of solutions to business challenges.  

 PFI was developed by Karen Lynch, and Siri Lynn of Idea Exchange, in 2016. That same year, PlayFULL Insights was awarded the Next Gen Market Research (NGMR) Disruptive Innovator Award—an award that recognizes the demonstration of harnessing disruptive innovation to drive research industry progress.

 “We are thrilled to welcome PlayFULL Insights into the InsightsNow toolbox of unique, behavioral and psychological research approaches,” said Dave Lundahl, Founder and CEO of InsightsNow. “The approach correlates with and enhances our other agile techniques, all with the goal of getting to insights faster for our clients.” 

Contact us to learn more.

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Webinar 5 – December 2017 “Binge Watching Consumers”

Binge Watching Consumers!

Using Online Immersive Research to Reveal Unexpected Human Truths

You’re invited to join us for 30 minutes on December 5th to learn more about: Binge Watching Consumers! Using Online Immersive Research to Reveal Unexpected Human Truths.

Following an online bulletin board project is indeed a bit like viewing multiple episodes of a television series on repeat. The complicated content engages us, emotionally charged stories engross us, and our empathy offers us great perspective. We’re hooked. Well… many of us are.

We are hooked because online immersive research approaches provide the behavioral insights you need to know about your consumers, so your products and messages are more relevant and meaningful, which in turn makes you more successful in market! 

Are you still unconvinced that devouring hours of consumer insights might not be as desirable as a day with The Gilmore Girls? In this December webinar, you will learn how online, immersive, bulletin-board-style research will help you:

  • Overcome internal challenges that make you feel like a cast member of an award-winning fantasy television series.
  • Get an ethnographic glimpse into humankind, human behavior, people’s unique lives and their wonderful connections, much like you gain watching a particular critically acclaimed television comedy-drama.
  • Learn what to expect from the analyses of an online bulletin board and how the insights gleaned can set you up to beat the competition, like the characters in a Netflix Original series.


We do hope you’ll join us. After all, “Online is the New In-Person,” and after our webinar, you’ll be able to see if you correctly guessed the three TV series that mirror each of the three research challenges we’ll be addressing.

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