Comparing Virtual Brainwriting and Video-Based Brainstorming in Groups With Perceived Functional Diversity or Similarity

This study investigates the impact of perceived work-related diversity on two virtual idea-generation methods (video-based oral brainstorming and virtual brainwriting) on the innovative process during both the idea-generation and selection phases. A total of 157 working students were randomly assigned to 57 small groups to complete brainstorming and idea-selection tasks. Each group worked either via synchronous virtual brainwriting or video-based oral brainstorming and was primed to view their group as functionally diverse or functionally homogeneous. Groups in the virtual brainwriting condition generated significantly more ideas, more original ideas, a higher proportion of good-quality ideas, and greater elaboration than video-based groups. During the idea-selection task, brainwriting groups chose ideas of higher originality, whereas video-based groups favored more feasible ideas. Perceived functional diversity was associated with lower originality during idea generation but higher originality during the selection task compared to homogeneous groups. These findings have implications for enhancing innovation and productivity in virtual workspaces, offering insights for organizations and educational environments seeking to optimize collaboration in digital settings.