This is the first test I’ve seen that actually attempts to compare idea generation methods by the ultimate goal: the quality of the best idea. As described by Hutch Carpenter on the Blogging Innovation site, Wharton and INSEAD professors found that having people generate ideas independently resulted in both higher average quality ideas and by a large margin, the best individual idea, as measured by two independent panels. Of course, tests like this should be repeated with different groups. They used undergraduates, and perhaps people within companies, with brainstorming experience, would have been less constrained by the format. But still! http://www.business-strategy-innovation.com
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