Simulating the Cognitive Leap Using Brainwriting

Idea generation and brainstorming are most effective when conducted in groups and in person. However, in‐person co‐creation activities have many limitations. The digital environment provides opportunities to ideate remotely and to enhance creativity. We designed an online experiment to assess the impact of brainwriting on the effectiveness of ideation. Our intention was to determine whether remote digital brainstorming could improve ideation, harnessing diversity in experience and knowledge while problem solving. Results revealed that unusual and novel ideas occurred in approximately 53 percent of cases using our simulated environment. Compared to the presession control activity, ideas generated were more sophisticated and included improvement in all cases. Our experiment demonstrates that digital brainwriting can significantly improve the quality and quantity of new ideas.