CreatiVe ConsuMers

I recently read an article about consumers taking more action in the creative process by the use of amateur video and semi- professional creatives. I know that the agencies rely on the "professional" creatives and free lancers they use on a day to day basis. But it is obvious that the consumers-self, knows what works and what doesn't resonate with them. I believe that agencies, for their own benefit needs to tap into the consumers mind and have a bunch of "amateurs" think creatively about a product. This in my mind beats the idea of a focus group. Compare 8 people and what ideas my come from them to 500 people all thinking in unique creative ways. Many Monkeys and many typewriters may have a result of some funky idea.