The Rockwool Foundation


Business Challenge

The Rockwool Foundation is a Danish national research organisation who’s work contributes to the improvement of environmental conditions and development in the Danish society. Rockwool came to CIID Consulting to explore new ways to designing a service increasing possibilities and opportunities for vulnerable youth in the Danish labour market.


CIID Consulting collaborated with social innovation specialist Jennie Winhall to conduct qualitative research with young people who are encountering difficulties when seeking education and/or work. Through the research, CIID evolved an in-depth understanding of what types of issues vulnerable young people are facing and identified the lack of a holistic learning curve throughout the process. Representatives from Rockwool Foundation joined CIID in the field and took part in analytical work leading to a final concept.

CIID developed a workshop format using concept scenarios and extensive tools to co-create with key stakeholders including large corporations, SME’s, young people and psychologists. CIID uncovered the will within SMEs to collaborate locally and help young people aggregate working experiences through a network of different workplaces and opportunities.

The research findings revealed systemic gaps surrounding a vulnerable young person when repeatedly exposed to the job market and educational system and played ground for the final service design, filling out those gaps. CIID communicated all research in the format of in-depth reports including user profiles and journeys, concept ideas and a complete service blueprint enabling the opportunity to elaborate and iterate on the concept in collaboration with the client.


The Rockwool Foundation will explore and iterate on the service in a real-life experience prototype, involving stakeholders from companies and young people in the Roskilde municipality.

The prototype will explore a networking platform that creates hands-on project experiences for young people, enabling them to build a holistic skills journey on their way towards education or work. It is a space where young people and companies meet and join projects based on soft and hard skills, rather than educational qualifications. A support structure has been built into the service to act as tutoring role, addressing young people’s individual needs as they move through the process.