KJ Ideation is a brainstorming technique, or ‘idea-generating’ method developed by Japanese anthropologist Jiro Kawakita (from which its name derives) to collect, sort and find meaning in qualitative data. As such, it facilitates abductive reasoning that provides rigor to the process of sorting out chaotic ideas and insights to form a hypothesis to confirm or reject. While mostly used in Western countries as an ideation tool, it has been used in Japanese companies as a method for collective decision-making. By creating an open and collaborative method for collective brainstorming, the tool helps challenge owners bring in different perspectives and knowledge of the issue in order to push past the symptoms and get to the root of the problem. This is done not only through collaboration but is also accompanied by ethnographic research and observation during the inspiration and discovery phase. The process thereby facilitates collective decision-making and will formation, while addressing specific challenges (whether external to the organization or internal). The activity is best done in a small group composed of main representatives of the different stakeholders and value creation areas. It can also be done by a small group or project leader who consults with different actor groups through interviews and ethnographic observation. The activity has the potential to create new relationships and connections (of mental models) between actors while working.