Brainstorming versus creative design reasoning

Akin Kazakçi (), Thomas Gillier (), Gerald Piat () and Armand Hatchuel ()
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Akin Kazakçi: CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique
Thomas Gillier: ERPI - Equipe de Recherche sur les Processus Innovatifs - UL - Université de Lorraine
Gerald Piat: EDF R&D - EDF R&D - EDF - EDF
Armand Hatchuel: CGS i3 - Centre de Gestion Scientifique i3 - Mines Paris - PSL (École nationale supérieure des mines de Paris) - PSL - Université Paris Sciences et Lettres - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique

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Abstract: In industrial settings, brainstorming is seen as an effective technique for creativity in innovation processes. However, bulk of research on brainstorming is based on an oversimplified view of the creativity process. Participants are seen as idea generators and the process aims at maximizing the quantity of ideas produced, and the evaluation occurs post-process based on some originality and feasibility criteria. Design theories can help enrich this simplistic process model. The present study reports an experimental investigation of creativity process within the context of real-life design ideation task. Results lead to the rejection of the classical 'quantity breeds quality' hypothesis. Rather, we observe that successful groups are the ones who produce a few original propositions that hold great value for users while looking for ways to make those propositions feasible.

Date: 2014-06-21
New Economics Papers: this item is included in nep-exp, nep-ger, nep-ino and nep-neu
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Published in Design computing and cognition 2014, Jun 2014, London, United Kingdom. pp.1-20

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