Generating Ideas About the Uses of Brainstorming: Reconsidering the Losses and Gains of Brainstorming Groups Relative to Nominal Groups

Abstract

The virtue of using nominal groups compared to brainstorming groups for idea generation is questionable. Brainstorming groups presumably will develop higher levels of cohesiveness than nominal groups following an idea generation task. Furthermore, the productivity of nominal groups is apt to be limited over time. Nominal (N = 31) and brainstorming (N = 28) groups of three or four members performed an idea generation task for two 10-minute periods. Brainstorming groups reported higher levels of cohesiveness than nominal groups. Furthermore, only during the first 10-minute period did nominal groups generate more ideas than brainstorming groups.