The value of "yes and" for market research: The role of improv in the emerging new world of innovation practice

With businesses increasingly using design thinking for innovation, this paper explores the benefits of improv (short scenes usually constructed from a predetermined game, structure, or idea) and how it can be applied in different research spheres from workshop design to storytelling.

The value of "yes and" for market research: The role of improv in the emerging new world of innovation practice

Lee RyanRaspberry Innovation Research & Strategy, Australia

PRELUDE

"If you put a musician in a place where he has to do something different from what he does all the time, then he can do that – but he's got to think differently in order to do it. He has to use his imagination, be more creative, more innovative; he's got to take more risks … I've always told the musicians in my band to play what they know and...

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