Beyond idea generation: The power of groups in developing ideas

Brainstorming research has claimed that individuals are more creative than groups. However, these conclusions are largely based on measuring creativity by the number of ideas generated, and researchers have tended to neglect other important components of creativity, such as the quality of developed ideas. These studies aim to address this gap in the literature and investigate how well individuals and groups develop ideas. The first study compared collaborative groups, nominal groups (i.e., groups composed of individuals working separately), and individuals on developing an original design for a language-learning game. No differences were revealed between conditions on the game ratings. In the second study, one idea was preselected and given to the participants for further development. Groups received higher ratings in the marketability and overall categories than both nominal groups and individuals, and higher ratings in the fun category than individuals. The qualitative data showed that groups discussed a wider range of topics and topics related to marketability more than individuals did. Thus it appears that there are benefits to developing ideas in a collaborative group rather than individually. Possible explanations for the present findings are explored