Based on a theme assigned by the moderator, drawings or collages are prepared by two or more teams. This is a useful medium for expressing intuitive ideas and associations through pictures, colours and other forms of visual art.
For instance, consider the subject of employee satisfaction. In a recent study, participants from the client firm were grouped into teams. Some teams were asked to make a drawing or collage of what the company was like, and other teams were asked to make a drawing or collage of what they would like the company to become.
Another interesting example pertained to a conflict group where participants were divided into teams based on whether or not they were supporters of a political party. The teams were then asked to develop a collage to describe the political party.
The discussion that ensues at the conclusion of these exercises may be quite intense and revealing. Because of its nature, a drawing/collage exercise is best conducted in-person at a research facility.
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Is marketing education fluffy too?
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.