Publications Details

Individual and group electronic brainstorming in an industrial setting

Dornburg, Courtney S.; Hendrickson, Stacey M.; Davidson, George S.

An experiment was conducted comparing the effectiveness of individual versus group electronic brainstorming in addressing real-world "wickedly difficult" challenges. Previous laboratory research has engaged small groups of students in answering questions irrelevant to an industrial setting. The current experiment extended this research to larger, real-world employee groups engaged in addressing organizationrelevant challenges. Within the present experiment, the data demonstrated that individuals performed at least as well as groups in terms of number of ideas produced and significantly (p<.02) outperformed groups in terms of the quality of those ideas (as measured along the dimensions of originality, feasibility, and effectiveness).