Much of the literature and many of the studies surrounding brainstorming focus on the performance and the quantitative aspects of the process in comparing the efficacy of individual versus group settings, specifically the benefits and pitfalls associated with each. This study looked at using alternate combinations of both individual and group styles of brainstorming to most efficiently maximize production of ideas and satisfaction of participants, while minimizing obstacles and shortcomings typically seen in brainstorming sessions. This research was designed to compare results of three different aspects of these sessions: real efficacy, perceived efficacy, and participant satisfaction. Two cohorts of eight student volunteers each were used to participate in and evaluate the specific session sequence they attended, either that of group then individual or individual then group. Each cohort consisted of four introverts and four extroverts, and the results and responses of each were then compared against each other in the same session and then against the results of the other session to see if there was a difference between the two personality types. The findings of this research revealed that the brainstorming session sequence of group then individual generated a larger quantity of solutions to the given problem and was perceived as more effective by both introverts and extroverts. The study also showed that introverts self-reported a higher satisfaction for the session ending in individual brainstorming, while the extroverts preferred the session ending with the group brainstorming.
- In search of better brainstorming through a two step process
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Statement of Responsibility
by Michael Marinello