Research Topics:

Brainstorming/Idea Generation

Content Type:

Glossary

Brainstorming (Idea Generation) Definition

Brainstorming or Idea Generation is a technique teams use to generate ideas on a particular subject. Each person in the team is asked to think creatively and write down as many ideas as possible subjecting the ideas or the person who suggested them to critical evaluation until after the brainstorming session.

In marketing research, brainstorming generates ideas, concepts and solutions that can be employed in marketing objectives, strategies and campaigns. Also called idea generation, this collaborative and creative process involves members of a group sharing thoughts, insights and suggestions. It promotes free-flowing, creative and diverse discussion without immediate judgment. It also opens the door to engagement and buy-in from other members of the group. Brainstorming is useful in marketing because the activity has the potential of generating multiple wide-ranging ideas. And, it encourages group members to become involved in strategic planning and decision-making.

Who relies on brainstorming?

Marketing managers, marketing researchers, strategists, designers and content creators, as well as executives, embrace brainstorming because the process can improve employee involvement in such activities as the conceptualization and development of marketing strategies, campaigns and initiatives.

Why should I care about brainstorming?

Brainstorming fosters creativity and diverse thinking. It differs from conventional approaches to generate ideas because the process encourages the exploration of unconventional, groundbreaking suggestions. By participating in brainstorming sessions, many professionals within a business contribute to the development of innovative marketing strategies.