The value of "yes and" for market research

Date of publication: April 17, 2012

Author: Lee Ryan


Businesses are increasingly using design thinking as their innovation platform. Theatré based improv consists of short scenes usually constructed from a predetermined game, structure, or idea. Improv or improvisation skills and principles can enable researchers to extend their domain expertise to support both ethnographic and ideation work. This presentation explores the benefits of improv, core principles, and how it can be applied in different research spheres from workshop design to storytelling. Every country has its own cultural imagination, and like kaleidoscope gems these sparkle with their own colors.

  • PDF
  • This could also be of interest