Brainstorming is a widely used technique for groups to develop varied and fresh perspectives on an issue, problem or project, and it is frequently taught and used by team leaders and consultants working with groups. A study by researchers at Texas A&M University, and published in Applied Cognitive Psychology, shows that brainstorming may not be the best strategy to generate unique and varied ideas.
The researchers concluded that group brainstorming exercises can lead to fixation on only one idea or possibility, blocking out other ideas and possibilities, leading eventually to a conformity of ideas. Lead researcher Nicholas Kohn explains, "Fixation to other people's ideas can occur unconsciously and lead to you suggesting ideas that mimic your brainstorming partners. Thus, you potentially become less creative."
