Theory and practice strongly indicate that the more ideas that can be attracted and captured, the more likely good ideas will emerge from the total. For that reason, BrainReactions has professionalized the practice of idea generation. We hire and engage only those idea generators who are capable of producing a lot of ideas rapidly. With ongoing practice, our brainstorms have demonstrated growing competence and facility. BrainReactions brainstorms increased the average output of sessions from some 400 a year ago to over 700 currently.
How do we do it?
We recruit only the brightest, most creative people. We take pains to recruit a broadly diverse array of backgrounds, competencies, interests, and skills among our brainstormers. We screen for performance in trial brainstorms. We continually train. We grade brainstormers on actual quantitative and qualitative performance.
We draw from a pool of hundreds of Generation Y brainstormers, some have qualified as professional. A few dozen are extremely prolific idea generators. The innate creativity and diversity of our brainstormers allows us to tackle all types of problem statements ranging from increasing business process creativity, to product design and promotion.
BrainReactions specializes in outside insight in the age group, 18-30, the proverbial Generation Y. This group, by virtue of its youth and culture, is reputed to be highly creative and unconstrained, that is, quite likely and willing to question conventional wisdom. Since virtually all of our Gen Y brainstormers are current or recent university students, we have access to the intellectual and creative elite. They are comfortable and enthused about new ideas, products, services and ways of looking at the world. They are “hip” to the latest trends and modes of expression.
Our clients are interested in what Gen Y thinks because they respect the history of hugely successful entrepreneurs and other innovators who have emerged while in their twenties. They are well aware that Gen Y’s disposable income jumps from about $2,000 per year per person to the neighborhood of $20,000 as soon as they graduate college. The Gen-Y cohort is a very significant consumer of products and services our clients offer.