By Chauncey Wilson 16 December 2013
When a group wants to generate ideas for a new product or to solve a problem, you will usually hear the clarion call, “Let’s brainstorm!” You assemble a group, spell out the basic ground rules for brainstorming (no criticism, wild ideas are welcome, focus on quantity, combine ideas to make better ideas) and then have people yell out ideas one at a time.
Brainstorming is often the method of choice for ideation, but it is fraught with problems that range from participants’ fear of evaluation to the serial nature of the process — only one idea at a time. Brainwriting is an easy alternative or a complement to face-to-face brainstorming, and it often yields more ideas in less time than traditional group brainstorming.
What Is Brainwriting?
When I teach my graduate course in “Prototyping and Interaction Design,” I start with a class on ways to generate ideas. Because brainstorming is a well-known and popular technique, I generally begin with a discussion on how to do good brainstorming, something that is very hard, and then introduce brainwriting as a worthy, and sometimes preferred, alternative to brainstorming. The term “brainwriting” often brings forth smiles and quiet laughter because it is a strange word.
Brainwriting is simple. Rather than ask participants to yell out ideas (a serial process), you ask them to write down their ideas about a particular question or problem on sheets of paper for a few minutes; then, you have each participant pass their ideas on to someone else, who reads the ideas and adds new ideas. After a few minutes, you ask the participants to pass their papers to others, and the process repeats. After 10 to 15 minutes, you collect the sheets and post them for immediate discussion.
In my experience, the number of ideas generated from brainwriting often exceeds what you’d expect from face-to-face brainstorming because you’ve reduced anxiety somewhat, followed a parallel process in which a dozen people may add items simultaneously, and reduced the amount of extraneous talk that happens during brainstorming, which takes time away from idea generation. [Article]