Brainstorming

Early Research

Early controlled research on brainstorming addressed two questions. First, do groups instructed in the rules of brainstorming perform better than uninstructed idea-generation groups? The answer was a clear yes. The brainstorming technique apparently counters some of the social processes that reduce creativity. Second, is brain-storming in groups superior to generating ideas alone? Despite the emphasis on quantity, brain-storming in face-to-face groups turned out to be far less productive than brainstorming by isolated individuals. These findings captured the attention of both applied researchers and social psychologists. The results not only had direct implications for organizational practices but also presented a theoretical puzzle: What could account for the failure of groups to live up to their potential? Also perplexing was the finding that the quality of ideas produced by brainstorming groups was no better, and often worse, than the quality of ideas produced by individuals.

Research identified two kinds of inhibiting factors. Most important appears to be what came to be called production blocking. Production blocking occurs when, for example, an idea occurs to a group member but another individual is talking at the same time. This at least slows down the entry of the idea into the group. Or the idea may be forgotten while the group member is waiting for a turn to speak and may never become part of the group's product. Further, holding the idea in memory may prevent the production of new ideas.

The second category of inhibitory forces involves social factors. Despite the rules of brainstorming that prohibit criticism of proposed ideas, group members still withhold ideas because of apprehension about the reactions of fellow members. In addition, it has been shown that a low level of production becomes normative in groups. That is, group members typically expect others to generate ideas at a high rate. When such a level of production is not observed in the group session, they reduce their own production to match what seems to be the norm of the group.

The application of computer technology to group tasks in organizational settings during the 1980s spawned an electronic version of brain-storming. In electronic brainstorming, group members sit at computer stations and generate ideas. Meanwhile, the ideas being produced by other group members can be displayed on the computer screen. Production blocking is mitigated because the competition for air time is reduced. In many applications, the ideas produced by other group members are displayed in pull-down windows that a group member can consult at will. That procedure prevents individuals from being distracted but allows stimulating ideas to be viewed whenever they might be helpful. Moreover, by physically separating individuals, the procedure reduces the immediacy of any anticipated criticism.

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