Beyond brainstorming: Effects of different group procedures on selection of ideas and satisifaction with the process

Although previous research indicates that nominal groups generally outperform interactive groups at brainstorming tasks, companies still favor group interaction because of its presumed benefits beyond the brainstorming task. This study assesses the effectiveness of both types of groups in two domains that follow idea generation: selection of ideas and satisfaction with the process. Results indicate no superiority of interactive over nominal groups in these two domains. In addition, this study compares group effectiveness for groups selecting from their own sets of ideas and groups selecting ideas generated by another group.