Collective Engagement in Creative Tasks: The Role of Evaluation in the Creative Process in Groups

Research on group creativity has concentrated on explaining how the group context influences idea generation and has conceptualized the evaluation of creative ideas as a process of convergent decision making that takes place after ideas are generated to improve the quality of the group's creative output. We challenge this view by exploring the situated nature of evaluations that occur throughout the creative process. We present an inductive qualitative process analysis of four U.S. healthcare policy groups tasked with producing creative output in the form of policy recommendations to a federal agency. Results show four modes of group interaction, each with a distinct form of evaluation: brainstorming without evaluation, sequential interactions in which one idea was generated and evaluated, parallel interactions in which several ideas were generated and evaluated, and iterative interactions in which the group evaluated several ideas in reference to the group's goals. Two of the groups in our study followed an evaluation-centered sequence that began with evaluating a small set of ideas. Surprisingly, doing so did not impede the groups' creativity. To explain this, we develop an alternative conceptualization of evaluation as a generative process that shapes and guides collective creativity.