Study Finds Creative Brainstorming Suffers During Video Calls
The study, published in Nature, involved randomly pairing 1,500 people over either a video call or in-person, and asking them to come up with new product ideas and choosing one to submit as a future product innovation. The authors of the study, Melanie Brucks and Jonathan Levay, found that the experiment showed face-to-face pairs produced more ideas, and more creative ideas, compared to those who met virtually. However, when it came to selecting which idea to put forward, both groups were equally effective, the results showed....