Washington: Brainstorming may not be the ideal or the best route to take to generate unique and varied ideas, says a new study.
When people, groups or organisations are looking for a fresh perspective on a project, they often turn to a brainstorming exercise to get those juices flowing.
Texas A&M University researchers show that brainstorming exercises can lead to fixation on only one idea or possibility, blocking out other ideas and possibilities, leading eventually to 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 and other studies have shown that taking a break can stem the natural decline in quantity 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, said a statement from Texas A&M.
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.
This study is scheduled for publication in the April issue of Applied Cognitive Psychology.
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