6.9.1 Brainstorming (continued)

L) Evaluation Group

In brainstorming, idea generation is separated from idea evaluation. Therefore after the ideas are compiled they are presented to an evaluation group consisting of five persons. There is an odd number in an evaluation group to avoid ties in arriving at decisions. A brainstorming group, it will be recalled, consisted of an even number but such a group was not involved in decision‑making or evaluation activities.

Osborn tells us that an evaluation group can be constituted in various ways. It can consist of all of the members of the previous (idea‑generation) panel, some members and some non-members of the idea‑generation panel, or it might be made up of a completely different group of people.

Whenever this group is constructed it should be composed of individuals who will have direct future responsibility for the problem. As an aid in deciding the relative merits of the various ideas, the evaluation group may use a checklist of criteria. They might ask themselves whether the idea is simple, timely, costly, spurring questions as: What other uses can one make of such‑and‑such? How can such‑and‑such be changed in terms of colour, sound, and motion? etc.

As ideas are suggested they are noted by the secretary. Experience has shown that 30 minutes is an optimal period for a brainstorming session. However, some practitioners suggest 15 minutes or less and some as much as 45 minutes.