This paper focuses on the first stages of the innovation process within the Fuzzy Front End activities and illustrates the contribution of creativity in strategic foresight activities through the analysis of a collaborative research led in partnership with the dedicated team of a global French carmaker. The paper investigates the findings of the literature to highlights the importance of the individual level toward the collective collaboration in futures studies and in particular in the strategic foresight activities. We shed light on the issue to build a conceptual collective framework that enables to explore the unknown. Main managerial implications of such framework are twofold: 1/ in structuring new and shared knowledge and 2/ in expliciting the benefits of joined creativity and strategic foresight.