Ways of improving brainstorming

The normal rules for brainstorming are simply to come up with as many ideas as possible, with as little self-censorship or group evaluation as possible (at least during the 'ideas' part of the session).

Peter Evans and Geoff Deehan, in a book called 'The Keys to Creativity' (published by Grafton Books, L12-95), survey the research evidence and conclude that traditional brainstorming practices can be improved:

- By using personal analogy charades as in Synectics (one group member, for instance, acts as the deodorant that the others are trying to find new names for);
- By using sequencing (going round the circle asking for ideas, to prevent domination by one or two members);

'Brainstorming can be improved by subjecting ideas to critical analysis and evaluation as they crop up'

- By subjecting ideas to critical analysis and evaluation as they crop up (fewer ideas are produced this way, but their quality tends to be higher);
- By encouraging individuals to brainstorm on their own, using a group merely for warming-up first.

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