InsightArt® — Innovations that make sense
InsightArt® is an agile, interdisciplinary and strategic research and innovation concept we have developed over the last 12 years and underlies all INNCH Guides — it does not separate psychological research from professional idea, concept and design development.
Innovation-led research consistently aligns with what innovation needs from research. Research-led innovation specifically develops solutions for the needs and motives of consumer target groups. Both research and development are specifically geared to the strategies of the company and the strengths of the team.
As a result, many problems at the usual intersections do not arise in the first place. Insights from market research are really reflected in the creation. Ideas or communication designs are novel and creative, strategy-driven and consumer-oriented at the same time. Trial & error loops are minimized.
Components of the InsightArt® process are, depending on the question:
Psychological market, trend and design research
Promising innovations serve people’s needs, address their hidden motives, their longings or concerns, and offer them emotional added value. Promising design ‘docks’ optimally with people’s inner visual worlds — their ideas, desires or longings. Because only innovation or communication that understands people’s dreams makes sense.
We track down these ‘dreams’ through psychological and creative research. Not market research in the classic sense, but InsightArt®research, which specifically provides the pivotal point for creation — the psychological code — as well as sensual inspirational material.
Marketing and strategy
Promising innovations and communication are part of a well thought-out strategy, they pick up on the strengths of the company and the values of the brand and develop them further. Innovations use the potential that exists in the company and the team. Because only innovation that is backed by the heart and soul of the people behind it makes sense.
To this end, we conduct — in addition to detailed briefings with marketing — written or face-to-face interviews with the team, if required, or investigate the market and analyze the core of the brand.
Creation and innovation
Promising innovations and communication emerge when creative and interdisciplinary teams work together over a longer period of time, and when they let go, dissolve old thought patterns and creatively destroy what already exists. Input and inspiration for this is provided by insight from research as well as analysis of the inside view. They are part of the fabric that ‘dreams’ are made of.
For this purpose we develop an individual process design for InsightArt®teamLabs on- or offline. A good process design is one that allows participants to unleash their imagination, that stimulates intuitive, analogical thinking, and at the same time ensures that any ideas and concepts developed are already heading in the right direction. Even without having to deal with research results.
In detail: Here you will find an overview of the specific ➔ tools used in InsightArt processes. InsightArt is not a rigid method, but an agile mindset that is translated into an individual process design depending on the task at hand.
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
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.
Gestalt psychology, analytical psychology, cognitive psychology, morphological psychology, neuropsychology
Sensory / artistic / practice-integrating research
Design and innovation research
TRIZ (Theory of Inventive Problem Solving)
Own design psychology
Own research results on creative thinking
UX / CX design
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)