Overview

In traditional group brainstorming all members of a team are present in the same physical location and their interaction is defined by a selected protocol. Proponents such as Gallupe et al. argue that electronic brainstorming eliminates many of the problems of standard brainstorming, including production blocking (ie group members must take turns to express their ideas) ^[2] and evaluation apprehension (ie fear of being judged by others). ^[3]

History

Brainstorming exists in many forms, but first began to be formalized in graphical representation as ” concept mapping ” by Joseph D. Novak of Cornell University in the 1970s. Concept mapping involved collecting and organizing information in a hierarchical fashion. ^[4]

Seth Hollander, Then a student at the Thayer School of Engineering of Dartmouth College in Hanover , New Hampshire , is Said to be the first individual to Formally proposed the use of computers to assist with brainstorming and mapping concept. In his Master of Science thesis “Computer-Assisted Creativity and the Policy Process”, Hollander suggests an “interactive computer program designed to enhance creative thinking”. One year later, in 1985, The Idea Generator, the first software for computer supported brainstorming, ^[5]

In 1991 both GroupSystems at the University of Arizona ^[6] and the Software Aided Meeting Management (SAMM) system at the University of Minnesota took advantage of emerging computer networking technologies. ^[7]When using these electronic meeting systems (EMS, as they came to be called), group members simultaneously and independently entered ideas into a computer terminal. The software collected (or “pooled”) the ideas into a list, which could then be displayed on a central screen (anonymously if desired). Researchers found that the use of such computer supported systems helped groups categorize ideas, eliminate duplicates, and promote assessment and discussion of controversial issues. ^[8]

Available Technologies and Applications

Numerous software platforms have been designed for computer supported brainstorming, each of which has advantages and disadvantages over traditional brainstorming. The features of these software titles are similar in that they:

• Allow real-time updates
• Allow groups to download or print final versions
• Allow color coding information
• Identify information with the user
• Allow maps to be reorganized and restructured by the group
• Offer templates for different types of interaction

Collaborative brainstorming software can be used in a number of ways. It could be used as an outlining method, or to make a big concept, to understand the scope of a marketing campaign, or to organize interview notes. ^[9]

Following are several examples of business use cited by Social Signal, a social media blog:

• Plan and outline writing projects
• Wireframe the navigation structure for a website
• Outline a community engagement plan
• Diagram and organization chart
• Map out deliverables for a complex project
• Figure out the relationship among multiple overlapping technical terms
• Map out responsibilities on a complex project ^[10]

Sample online technologies

Some examples of brainstorming / collaborative technologies with their key features are:

• Mindomo : Realtime collaboration, integrated chat functionality, maps may be styled
• Bubbl.us : Highly customizable, visually overlapped visually ^{[ citation needed ]}
• CollaBoard : Real-time collaboration, ability to add sticky totes, documents and multi-media files (video, images, audio, etc.) and to work with them using inking, touch and voice commands.
• Popplet : Realtime collaboration, ability to add multi-media information (video, pictures etc.) ^[11]
• iMindQ : Integration with cloud collaboration services, ability to create organic mind maps and basic diagrams
• MindMeister : Usable on mobile devices as well as desktop.
• Xmind : Ability to export in multiple formats: pdf, xml, txt, png, jpeg
• LucidChart : Built-in Google image search, and chat feature
• Stormboard : Many templates included for many different uses such as business or education.

Future technology: Virtual Worlds and Avatars

As technology has advanced, so have computer supported brainstorming systems. Now some web-based brainstorming systems allow for their comments anonymously through the use of avatars . This technique also permits users to log on to an extended period of time, usually allowing one or two weeks to allow participants some “soak time” before posting their ideas and feedback. This technique has been used extensively in the field of new product development , but can be applied in any number of areas. ^[12]

Globalization and rapid technological advances-have spurred multi-national companies to use virtual worlds and avatars to connect with Each Other and with consumers. Avatars and virtual worlds are a unique web-based combination of verbal, non-verbal and written communication with physical limitations. Virtual environments provide a context for collaboration that is “media-rich … allowing direct and real-time interaction between companies and users”. ^[13] Research shows that team idea generation and individual cognition in virtual environments increases in creative visual work spaces. ^[14]

International companies such as IBM and Coca-Cola have used virtual worlds as a second life to collaborate with avatars for new product development. In May 2007, Coca Cola sponsored a contest for residents of Second Life to design a virtual vending machine dispenses That Would not Coke purpose Provide a refreshing and invigorating experience. Although Coca-Cola gave residents a prototype, participants were given complete creative freedom. In addition to business and market collaboration, over 200 universities. ^[15] Avatars and the virtual world allow brainstorming that is visual, synchronous or asynchronous, anonymous and in different locations. ^[16]

Benefits

Group Size

The advantage of computer-assisted brainstorming over traditional brainstorming has been shown to be greatest with larger groups. ^[17] Computer supported brainstorming was not beneficial for small groups. ^[18] [19]

Anonymity

The major benefits of computer supported brainstorming software arises from the anonymity of participants, the archiving of data, the elimination of wait time and the ability to reduce social networking.

Electronic Archives

Another advantage of computer supported brainstorming is that all ideas can be archived electronically in their original form, and then retrieved later for further thought and discussion. [15] The archiving of data for later review and refinement.

Revision

The ability to review and revise the ideas of others is also an advantage of the elimination of wait time in computer supported brainstorming software. Some software programs are generated (via chat room or e-mail). The display of ideas may be cognitively stimulating brainstorm participants, with their attention being kept on the subject of being able to communicate with others. ^[20]

Increased Focus

Brainstorming expressed concern about the simultaneous contribution of multiple ideas would cause information overload and reduce productivity. Can be used to increase brainstorming, increasing the effectiveness of virtual brainstorming. ^[21]

Color Coding

Color coding features of some computer supported brainstorming software can help mitigate the potential for information overload and differentiate between individual contributions. The use of color coding has been shown to reduce the size of the problem by increasing the number of participants. ^[22]

Increased Idea Production

Computer-assisted brainstorming techniques have been shown to focus on their focus on the ideas of others than a technical writing technique (participants write individual written notes in silence and then follow up with the group). ^[23] The production of more ideas has been linked to the fact that it is paying attention to others’ ideas leads to non-redundancy, as brainstorm participants try to avoid replicating or repeating another participant’s comment or idea.

In a study by Cooper, et al. authors found some evidence that more controversial ideas were produced by members of anonymous computer supported groups than by members of the other groups. The authors also found clear evidence that anonymous brainstorming groups produced more non-redundant ideas than did non-anonymous brainstorming groups. ^[24]

Reduction in Social Loafing

Some computer supported brainstorming software now includes a social comparison tracking component to help reduce social loafing . Social loafing is when people work less effort working collectively compared to working individually. ^[25] Shepherd et al. This article is not available in English, French and German. ^[26]

Limitations

The perceived effectiveness of computer brainstorming is mediated by the ease of use of the technology. In contrast to the results of several studies, the authors preferred to collaborate face-to-face using a whiteboard. When software was perceived to be easy to use, students preferred the online environment. ^[27]

Loss of productivity

Electronic brainstorming can cause a loss of productivity when group members become highly focused on their own work, or the work of others, instead of finding a productivity balance. The ideas listed on group members’ ideas instead of entering their own ideas. ^[28] This is most likely during synchronous idea generation which can prevent an individual from paying attention to others’ contributions when he or she is formulating his or her own ideas. ^[29]When they are trying to create original ideas, they can not be overly focused on not duplicating ideas that they are unable to come up with. ^[30]

Greater Cognitive Load

Electronic brainstorming has the ability to help group members. However, when compared with non-electronic brainstorming, electronic brainstorming, and understanding of cognitive resources, understanding, and understanding of cognitive resources, needed for brainstorming. ^[31]

Need for leadership

Even when technology is in place to help facilitate electronic brainstorming, there is still a need for leadership. While the group is using the technology, it does not replace the need for group leadership. ^[32] However, when related to group size, electronic brainstorming is superior to traditional verbal brainstorming for large groups. ^[33]

References