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Improving Face-To-Face Brainstorming Through Modeling and Facilitation

It has been demonstrated repeatedly that groups who brainstorm while interacting face-to-face (FTF) generate fewer ideas than nominal groups. Some researchers have suggested that there is little justification for groups to brainstorm FTF. Most of the results that support this conclusion have been obtained from laboratory groups working in artificial situations with little structure and no training, a situation quite different from most organizational settings. The purpose of this research was to determine if the use of trained facilitators, different recording techniques, and videotape modeling improved performance. The results of two experiments demonstrated that FTF groups generate as many ideas as nominal groups when assisted by a trained facilitator. Videotape modeling helps increase performance in some instances. Neither of two recording techniques affected performance. Because FTF groups can do as well as nominal groups, more research should identify mechanisms to improve FTF brainstorming, particularly because there are numerous potential benefits derived from interacting groups.