Managers in big companies often wonder how to organize employees to spark the best ideas. Should they work in big groups or small ones? Should the team be similar or diverse?

Researchers at Binghamton University have been exploring these questions. They’ve been studying how different group setups affect creativity. The research paused during the COVID-19 outbreak but has now been published in npj Complexity.

Their study involved 617 students who worked on tasks like creating a marketing slogan for a new laptop or writing a story. They used an online platform where they could post ideas and react to others. The students worked for about 15 minutes each day over 10 days. Before starting, they wrote self-introduction essays, which helped in grouping them based on shared views or backgrounds.

The team found some surprising results. When everyone in a group could see all ideas, it actually reduced the variety of ideas. People felt happier with more connections but produced better ideas when they were more isolated. Also, diverse groups tended to play it safe, choosing less risky ideas.

Ideas are like organisms

Research co-leader Hiroki Sayama compared idea generation to biological evolution. He said ideas are like organisms that thrive or die based on the environment they’re in. In this scenario, each person’s brain is an island, and ideas move between these islands like creatures in nature. If an idea fits well in a new brain, it grows; if not, it fades away.

This study used artificial intelligence (AI) to analyze how people’s backgrounds and inputs relate to idea generation.

Research co-leader Shelley Dionne highlights that the study’s value lies in combining different fields to look at how creativity works within networks.

These findings show that while complex, understanding group dynamics can lead to better idea management in organizations. However, the study opens more questions than it answers, suggesting there’s much more to learn about how best to foster creativity in teams.

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