Applying a Continuous Improvement Model to Creativity

Abstract

The facilitated brainstorming session includes a collection of creativity techniques designed to increase the quantity and quality of ideas produced by a group of participants. First, this article introduces a measure to estimate the effectiveness of a creativity technique. Second, this article describes how an evaluative measure-inspired by the concept of quality control charting-can be integrated into the brainstorming session and used within a larger framework for continuous improvement of the brainstorming process.

Results captured in a real-world creative enviroment using seld-report survey data prove a statistically significant relationship between:

1) the ratings of technique’s effectiveness and the quantity of ideas produced by the creativity technique.  (r = 0.30, p<.022) and
2) between the combined effectiveness of multiple creativity techniques used in a day long session and the number of new product and service concepts developed from the larger set of ideas (r = 0.61, p<.01).

These results point to the ability to do two salient interventions. First, one can monitor the effectiveness of a brainstorming session and make needed changes while the ideas are being created. Second, the results point to the ability to improve future brainstorming sessions as substantive knowledge of the creativity techniques and methods accumulate within a larger framework of quality control and experiment.