The effect of group participation on brainstorming effectiveness for 2 industrial samples

Problems were presented for brainstorming to 48 research scientists and 48 advertising personnel employed with the Minnesota Mining and Manufacturing Co. Within a counterbalanced experimental design, each S brainstormed certain problems individually and other equated problems as a member of a 4-man team. Individuals produced not only more ideas than groups, but they accomplished this without sacrificing quality. The net superiority of individual performance over group participation is highlighted by the fact that 23 of 24 groups produced a larger number of different ideas under the individual condition. The superiority of individual brainstorming over group brainstorming was relatively greater when it was preceded by group participation. Apparently, group participation is accompanied by certain inhibitory influences even under conditions (e.g., brainstorming) which place a moratorium on all criticism.