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Challenging and complex problems may be solved better by a collective with knowledge or information drawn from a broad range of perspectives. While the ability of collectives to perform better than individual experts is well recognized (e.g., [18]), the results are not unequivocal. Collectives sometimes perform better (“wisdom of crowds”) and sometimes worse (“madness of the masses”). Thus the phenomenon requires a further understanding of (1) why collectives outperform individuals, (2) which problems this strength is best applied to, and (3) how this strength can be leveraged further. The article seeks to answer these questions, by “opening the black box” of collective problem solving and explaining mechanisms for solution finding, the impact of problem difficulty (perceived and actual) and of collective size. We argue that by applying these insights, a cognitively complex problem solving task, if suitably decomposed, may be relatively easily solved by non-expert collectives, just as a suitably decomposed mechanical task can be easily completed by non-experts working in industrial environments.

OPENING THE BLACK BOX OF COLLECTIVE INTELLIGENCE: A CRITICAL REFLECTION