Collaborative Discovery

Behind the scenes at most agencies the brainstorming process is a completely arbitrary process (never to be admitted to a client).

A select group of “brainstormers” consisting of suits, maybe a few “creative” people and maybe somoene who fits the consumer target from the agency sit in a boardroom and stare at each other blankly.

No real process or structure and not that many people involved.

Why?

It’s expensive and inefficient to try and involve lots of people in the brainstorming process. It also requires a lot of coordination. 

There might be a better way.

Collaborative discovery involves using technology to quickly generate insights and ideas from a large group of people. The idea is you have a digital tool where a question is posed and people can contribute their ideas. The technology then automatically bubbles up the best ideas based on other people’s feedback, groups like-minded thoughts together and allows for the efficient evaluation of ideas. 

Check out Hybrid Wisdom Labs developed out of UC Berkley for a tool that could be very promising in facilitating the discovery of ideas.

This could be a great tool to help agencies in the ideation process.