Relevance of Lego® Serious Play® in Market Research. More and more I try to use Lego® Serious Play® (hereafter referred to as LSP) as a tool to face and solve qualitative research challenges. This is my little story. The value of Lego® Serious Play® To me the key quality of LSP is that it allows and enables: exploration, deepening and alignment. I’m used to work with LSP to unlock marketing, sales and HR … related topics; define the company DNA, improve process efficiency, st