A Metaverse-Based Proof of Concept for Innovation in Distributed Teams
Rosemary Francisco, Sharon Geeling, Grant Oosterwyk, Carolyn Tauro, Gerard De Leoz
This study describes a proof of concept exploring how a metaverse environment can support more dynamic innovation in distributed teams. During a three-day immersive workshop, researchers found that avatar-based interaction, informal movement, and gamified facilitation enhanced engagement and ideation. The immersive environment enabled cross-location collaboration and unconventional idea sharing, though challenges like onboarding difficulties and platform limitations were also noted.
Problem
Distributed teams often struggle to recreate the creative energy and spontaneous collaboration found in co-located settings, which are critical for innovation. Traditional virtual tools like video conferencing platforms are often too structured, limiting the informal interactions, trust, and psychological safety necessary for effective brainstorming and knowledge sharing. This gap hinders the ability of remote and hybrid teams to generate novel, breakthrough ideas.
Outcome
- Psychological safety was enhanced: The immersive setting lowered social pressure, encouraging participants to share unconventional ideas without fear of judgment. - Creativity and engagement were enhanced: The spatial configuration of the metaverse fostered free movement and peripheral awareness of conversations, creating informal cues for knowledge exchange. - Mixed teams improved group dynamics: Teams composed of employees from different locations produced more diverse and unexpected solutions compared to past site-specific workshops. - Combining tools facilitated collaboration: Integrating the metaverse platform with a visual collaboration tool (Miro) compensated for feature limitations and supported both structured brainstorming and visual idea organization. - Addressing barriers to adoption was important: Early technical onboarding reduced initial skepticism and enabled participants to engage confidently in the immersive environment. - Facilitation was essential to sustain engagement: Innovation leaders acting as facilitators were crucial for guiding discussions, maintaining momentum, and ensuring inclusive participation.
Host: Welcome to A.I.S. Insights — powered by Living Knowledge. In a world of remote and hybrid work, how can we recapture the creative spark of in-person collaboration? Today, we’re diving into a fascinating study that explores a potential answer: the metaverse.
Host: The study is titled, "A Metaverse-Based Proof of Concept for Innovation in Distributed Teams." It explores how a metaverse environment can support more dynamic innovation in distributed teams by using avatar-based interaction and informal movement to enhance engagement and ideation. Here to break it down for us is our analyst, Alex Ian Sutherland. Welcome, Alex.
Expert: Thanks for having me, Anna.
Host: Alex, let's start with the big picture. What is the real-world problem that this study is trying to solve?
Expert: The core problem is something many of us have felt. Distributed teams struggle to recreate the creative energy of being in the same room. Standard video conferencing tools like Zoom or Microsoft Teams are very structured. You're stuck in a grid, you talk one at a time, and those spontaneous, informal "water-cooler" moments that often lead to great ideas are completely lost.
Host: It’s true, brainstorming can feel very rigid and unnatural on a video call.
Expert: Exactly. And that rigidity creates another problem: a lack of psychological safety. People hesitate to share risky or half-formed ideas because they feel so exposed. The study highlights a real company, ITCom, that was facing this. Their teams were spread across different cities, and their video workshops were failing. People kept their cameras off, engagement was low, and innovation was stalling.
Host: So, how did the researchers use the metaverse to tackle this? What was their approach?
Expert: They designed a three-day immersive workshop for 26 of ITCom's employees. They didn't use complex VR headsets. Instead, they used a browser-based platform called SoWork, which allowed people to join as avatars from their computers.
Host: So it was more accessible than people might think.
Expert: Very much so. The key was in the design of the virtual space. They created different zones: formal areas with interactive whiteboards for structured brainstorming, but also informal lounge areas. This encouraged avatars to move around, overhear conversations, and join discussions organically, much like you would in a physical creative space. They also integrated a visual collaboration tool, Miro, to compensate for the platform's limitations.
Host: It sounds like they were trying to build a digital version of an innovation lab. So, what did they find? Did it actually work?
Expert: The results were quite positive. They identified several key outcomes. First, psychological safety was significantly enhanced. The playful, avatar-based environment lowered social pressure. One participant even said, “I shared ideas I wouldn't have dared to bring up in a regular Teams call.”
Host: That's a powerful testimony. What else stood out?
Expert: Engagement and creativity were also boosted. The ability for avatars to move freely created what they called "peripheral awareness" of other conversations. This fluidity sparked more cross-pollination of ideas. Also, by deliberately mixing teams from different locations, they found the group produced far more diverse and unexpected solutions compared to their previous, site-specific workshops.
Host: This brings us to the most important question for our listeners, Alex. What does this all mean for business? Should every company be planning their next strategy session in the metaverse?
Expert: Not necessarily every session, but businesses should see this as a powerful new tool in their collaboration toolkit. The first takeaway is that this is about creating an intentional space for a specific purpose—deep, creative work—that doesn't work well on standard platforms. Think of it as a virtual off-site.
Host: So it's about using the right tool for the right job.
Expert: Precisely. And the second key takeaway is that the technology alone is not enough. The study stressed that skilled facilitation was absolutely essential. Facilitators were needed to guide the discussions, manage the technology, and maintain momentum. Companies can't just buy a platform; they need to invest in training people for this new role.
Host: That makes sense. A new environment requires a new kind of guide.
Expert: Yes, and that connects to the third point: onboarding is critical. The researchers found that an early technical onboarding session was crucial to reduce skepticism and get everyone comfortable with navigating the space. Finally, the best solution involved combining tools—the metaverse platform for immersion, and a tool like Miro for visual organization. Businesses should think about how new technologies integrate into their existing workflow.
Host: So, to summarize: the metaverse, when designed thoughtfully, can help distributed teams innovate by increasing psychological safety and enabling more fluid, creative interactions. But for businesses to succeed, it requires intentional design, skilled facilitation, and proper onboarding for the team.
Expert: That's a perfect summary, Anna. It’s about designing the experience, not just adopting the technology.
Host: Alex, this has been incredibly insightful. Thank you for sharing your expertise with us today.
Expert: My pleasure.
Host: And thanks to all our listeners for tuning into A.I.S. Insights — powered by Living Knowledge. Join us next time as we decode another key piece of research for your business.
