InsightArt®
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InsightArt® – a psychological-creative development concept
When it comes to technical innovations, research and development take place as a cohesive process within R&D departments. When creations are developed for individual customers – for example, an architect designing a house for a client – the architect can determine the client’s individual needs directly through conversation.
Developing innovative solutions for larger target groups with whom one has no direct contact is more difficult. Product or communications development departments have no direct contact with customers and must therefore identify their motivations, ideas, desires, or concerns through other channels – for example, by commissioning the market research department to do so.
However, the market research often provides recommendations that are not specific enough to be used directly for product or communications development, and these recommendations end up gathering dust in a drawer.
InsightArt® brings the benefits of direct customer contact back to the specialized departments – with a mindset that reunites research and psychology with development and creation.
Psychological analysis and artistic research enable the generation of insights that are entirely focused on creation. This makes it possible to create products that appeal to consumers, smart solutions, and compelling communication.
Interdisciplinary teams from all relevant departments work together in an iterative and agile process. Many problems that typically arise at the usual interfaces are prevented before they even occur. Trial-and-error cycles are minimized.
Innovation Tools
InsightArt® is not a rigid method, but a mindset that is translated into an individual process design depending on the task at hand. Various development tools can be used for this:
InsightArt®research
InsightArt®research is not traditional market research. It consistently places itself at the service of the development process.
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Using psychological methods and artistic research, it creates the pivotal point for the innovation process — or is embedded in agile and collaborative creation processes, e.g. in InsightArt®consumerLabs (iterative development and testing/analysis of mockups).
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InsightArt®map
We map the innovation space for you, the space of the possible. It forms the search field for the most promising ideas.
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Depending on the task, the map contains the relevant needs or positioning directions for your offers. It is an orientation aid, inspiration and evaluation matrix for the innovation and creation process.
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InsightArt®manual
The manual summarizes all the basics that are relevant to the development process.
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Here you will find all insights from InsightArt®research systematically prepared, as well as all strategies and suggestions for the creation process. For design development, the manual also contains mood boards and prototypical design drafts.
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InsightArt®character
Characters are ideal-typical, sensual-visual representations of target groups, lifestyles, design styles, positioning directions or usage constitutions.
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For target groups these are e.g. personas, lifeworld collages and interest clouds, or for design styles e.g. boards of colors, shapes, symbols etc.
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InsightArt®props
Properties are the equipment with which you start the innovation process. They contain the strengths and potentials of the company, the corporate or brand image, skills, opportunities and heartfelt concerns of the employees.
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We assume that innovations are only successful if they are based on the strengths of the company and all those involved stand behind the project.
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InsightArt®teamLab
In teamLabs (experimental development workshops), ideas are developed in teams. They are designed in such a way that participants can break away from the existing, but the core task is always in focus.
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The insights from InsightArt®research are already “built in” to the task and the creative tools. The participants can concentrate on the development of ideas in a creative and playful way.
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InsightArt®keys
In a kind of toolbox you receive the appropriate idea keys, strategies and concrete techniques, usually as part of the workshop concept.
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Not standard creative techniques, but ones that are specifically selected for the specific project and objective, and in some cases redesigned — the consumer insights and properties are woven into the techniques in such a way that the ideas developed automatically go in the right direction, even if not everyone on the team has had time to study the basics in depth.
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InsightArt®prototype
The creative process and the insights from the research are condensed in product or design prototypes or strategy concepts.
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They provide practical inspiration for the development process. They are developed together in InsightArt®teamLabs on the basis of insights or in iterative loops in an InsightArt®consumerLab directly with the target group.
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InsightArt®show
Even complex content is conveyed clearly with sound and moving images.
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If you want to quickly get employees or cooperation partners on board, cinematic or interactive presentations provide quick access to the state of development. Instead of getting lost in endless PowerPoint deserts, we design presentation forms that facilitate the connection to the project.
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Can’t I just do all of that with AI?
Yes, you can – if…
you’re certain that the AI or your synthetic avatar already has enough data to evaluate your product and understands the motivations and expectations of your potential customers well enough to ensure a reliable result. That’s not the case if the product is new and you want to develop a unique communication strategy…
you don’t really want to understand exactly how the AI gets from the task to the result, and you also don’t want to verify whether the AI is actually generating suitable concepts or designs – or if they just sound plausible and look stylish at first glance, but are actually confabulated…
you don’t value the fact that you and your team have accomplished a task from which everyone has also learned lessons for future tasks because they understood the purpose of each step in the process.
Of course, we also use AI to complement the entire process for …
market and competitive analysis
the targeted formulation of hypotheses when preparing test materials in consumer labs
support in image and video development and prototyping
the visualization of consumers’ desires and mental images (Phantomscribbling)
Basics
Practical Basics
Many years of creative practice from advertising agencies, film production and interactive media.
Many years of practice in qualitative-psychological research: basics, trends, advertising, product, etc.
Many years of experience in the implementation of creative workshops
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Artistic thinking and many years of artistic activity
Experience in the field of vision development and start-up consulting
Extensive practical experience with creativity techniques (partly self-developed) and creativity methods such as TRIZ, Design Thinking, Creative Problem Solving, etc.
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Theoretical basics
Gestalt psychology, analytical psychology, cognitive psychology, morphological psychology, neuropsychology, embodiment and enactivism
Sensory / artistic / practice-integrating research
Design and innovation research
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TRIZ (Theory of Inventive Problem Solving)
Own design psychology
Own research results on creative thinking
UX / CX design
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The basis of our innovation workshops is also a psychological study we conducted ourselves on creative processes and creative thinking. You can download the study here as a ➔ PDF free of charge (in German language).
Phantomscribbling: Sketches created in dialogue with consumers (sensory research is part of InsightArt®research)