Creativity, discussions and ideas
That Was My Idea! Group Brainstorming Settings and Fixation
When people, groups, or organizations are looking for a fresh
perspective on a project, they often turn to a brainstorming exercise
to get those juices flowing. An upcoming study from Applied Cognitive Psychology suggests that this may not be the best route to take to generate unique and varied ideas.
The researchers from Texas A&M University show that group
brainstorming exercises can lead to fixation on only one idea or
possibility, blocking out other ideas and possibilities, and leading
eventually to a conformity of ideas. Lead researcher Nicholas Kohn
explains, "Fixation to other people’s ideas can occur unconsciously and
lead to you suggesting ideas that mimic your brainstorming partners.
Thus, you potentially become less creative.”
The researchers
used AOL Instant Messenger as their electronic discussion format when
conducting the experiments, which included groups of two, three, and
four subjects. This study and other studies have also shown that taking
a break (allowing for a mental incubation period in participants) can
stem the natural decline in quantity (production deficit) and the
variety of ideas, and encourage problem solving.
Therefore,
group creativity may be an overestimated method to generate ideas and
individual brainstorming exercises (such as written creativity drills)
may be more effective. If ideas are to be shared in a group setting,
members of the group need to be aware of this fixation phenomenon, and
take steps to prevent conformity. This will lead to a more vibrant,
fresh discussion and a wider range of possible solutions.
