User-Centred Requirements Handbook |
Brainstorming is one of several group methods, probably the oldest and best known. The idea is to bring together a set of experts to inspire each other in the creative, idea generation phase of the problem solving process. Brainstorming is used to generate new ideas by freeing the mind to accept any idea that is suggested, thus allowing freedom for creativity. The method has been widely used in design. The result of a brainstorming session is hopefully a set of good ideas, and a general feel for the solution area. Clustering methods may be used to enhance the outcome of a group session.
Typical Application Areas
Early in the development phase when little of the actual design is known, and there is a need for new ideas.
Benefits
The group process is usually perceived as rewarding in itself, and it creates a feeling of ownership of the result. In the brainstorming process, everybody in the group can take credit for the good ideas.
It does not take long to obtain useful data and the session need not take more than one hour.
Limitations
There has been a wide range of studies intended to evaluate the efficiency of the method, and the majority of these studies show that people working in isolation produces more and better ideas than when working as a group.
What you need
The human resources are the most important for succeeding with this method. The more creative people with a variety of experiences in the field, the better the result. In the range of 5 - 12 people may participate.
Process
1. Decide on the objectives of the brainstorm and the participants required to take part in it.
2. When contacting the participants explain clearly what topics are to be considered and the meeting format. Also obtain agreement beforehand if any particular recording techniques are to be used e.g. video or audio recording.
3. Produce a timetable for the session and run a pilot session to check that the timetable is realistic. If background information is required from the group individuals, prepare a suitable questionnaire for administration either before or after the session.
4. During the session the discussion leader should be active in leading the discussion, and summing up the results at the end of each topic. It is important to distinguish between what is the consensus of the group, and what is the opinion of different participants.
Practical guidelines
See the guidance provided in section 4.6 for group discussion.
Additional rules are also provided by Cross (1989):
• Do not allow any criticism of ideas during the session.
• Encourage a large quantity of ideas.
• Welcome seemingly irrelevant ideas.
• Keep all ideas short and precise.
• Try to combine and improve on the ideas of others.
Further information
Osborn (1963), Jones (1980).