Using workshops in the engagement of consumers

Focus on generating ideas to make sorting waste more convenient

Abstract

This study examines the engagement of consumers in workshops whose purpose was to generate ideas for new solutions to make sorting waste in households more convenient. Prior research shows that consumers are triggered to develop new solutions, especially if they are not happy with the current ones. This study aims is to investigate, how workshops generate ideas.This study uses action research approach. The data consist of outputs and observations of three workshops. The paper describes the process of the workshops from planning till analysis. In the analysis, we pay special attention to the amount, novelty and variety of outputs (ideas) as well as to group dynamics. The results show that workshops are well suited to engage consumers. They generated versatile solutions to sort waste in a more convenient manner. Consumers want to participate in ideation that involves development of new solutions related to them. Our results advocate the organization of several workshops and the use of different methods, such as working alone and in groups. Consequently, the amount, novelty and variety of ideas could improve. Our results affirm that workshops are practical means to promote ideation.