Frequently Asked Questions

Idélaboratoriet is a consulting company specializing in creativity and innovation. Idélaboratoriet was founded in 2000.

Idélaboratoriet works in the field of creativity and innovation. We create value for our clients for example through innovation strategy planning, facilitation of creative processes, training programs in professional idea creation and implementation of digital idea management solutions.

Idélaboratoriet is Swedish for The Idea Lab.

Idélaboratoriet was founded in Sweden and has its headquarters in Malmö in southern Sweden, but works with clients worldwide.

Idélaboratoriet likes to say that creativity is a process of getting original ideas that have some sort of value and innovation is the profitable implementation of creativity.

Call +46 734 340031. Please do not hesitate to contact us for a discussion on how we can help your organization!


#12 How many ideas do you need to generate to create one that’s really good?

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The Serious Innovation Newsletter #12

One of the most common clichés in creative work is that quantity is more important than quality in the early stages of idea generation. Some even mean that you should estimate the number of ideas you need to create in the idea generation phase before you go into the screening, even though you will never know the quality of the ideas before the process starts. Stupid says someone. Oversimplification says another. The answer might be found in the research presented by the idea management software provider Imaginatik.

The CEO of Imaginatik, Mark Turrell, writes that after developing, using and working with customers with their online idea bank for five years they have found a ratio for how many ideas you need to develop to get one concept that really rocks. In following the ideas put into the system and looking at them and their progress, Imaginatik states the following concerning idea quality:

2% – 3% high impact, high quality concepts

10% – 25% ideas worthy of further development or combination

20% – 45% ideas that have already been considered or implemented or would results in too limited an impact

5% – 10% duplicate entries of ideas

15% – 30% ‘non-ideas’, i.e. submissions that are problem statements, observations, and WIBNI’s (“wouldn’t it be nice if…”)

The results presented generally seem to be in line with the experiences made by Idélaboratoriet after three years of consulting.

So if you need 5 good concepts in the end of a idea management process, you should at least create 250 ideas before moving into the screening phase. Of course there are many parameters affecting this result, but this could be a guideline to use when planning an idea generation process.

The research also states that the hardest problems to generate a lot of solutions for were scientific or technical problems. Idea generating concerning for example process and market development problems often created the double amount of ideas than the scientific problem. Topics concerning market insight, consumer products and marketing or brand names could generate as many as ten times the ideas as a technical topic. A result that don’t come as a big surprise to anyone in the engineering field, but still interesting in its factual existence.

So now it is a fact – the thought that “quantity rules quality” in the idea generation phase has moved from talked about cliché to become a grounded scientific truth!


Idélaboratoriet has become a member of the organization AHA Sweden who is a NGO which promotes the experience economy in Sweden. The experience economy is a term for the economy based on for example the design, film and new media. Idélaboratoriet hopes to be able to participate in the development of AHA Sweden and the future of the experience economy in Sweden.

Idélaboratoriet has launched a new part of its webshop. For those who can not stand living without some cool merchandise from Idélaboratoriet this is the place for you. How about a Idélaboratoriet coffee mug in steel for your morning cup of joe or some sweet underwear (Idélaboratoriet´s secrets…) to be seen only by your loved one? Do some window shopping at:

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