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Collaborate to Generate Better Ideas

The benefits of collaboration may sound a little abstract but, when it comes to creating concepts, involving more collaborators yields tangible benefits; it generates better concepts with greater consumer appeal. On average, teams of 6 or more people create concepts that are 58% more preferred by consumers than the brand’s starting point or “best guess” concept. By contrast, teams of 2 or fewer people—the most common team size—create concepts that are only 16% more preferred than the starting point concept.


Beyond increasing the number of collaborators, involving team members with more diverse viewpoints and professional backgrounds tends to yield higher-performing concepts. For example, teams that include functions outside of marketing and insights generate significantly more preferred concepts than those developed by marketing and insights alone.

Source: Nielsen Report, How Collaboration Drives Innovation Success, 2015.

Larger Teams Create More Preferred Concepts

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