Iniziamo una carrellata sulle diverse modalità con cui realizzare il brainwriting, una tecnica, complementare al brainstorming, can be achieved in different ways, together we will explore in future posts.
The Brainwriting is a graphical version of brainstorming on paper and is used to develop new products or to generate ideas and projects in areas where creativity is very important as advertising. It 's a technique developed by Horst Geschke and his colleagues at the Battelle Institute in Frankfurt, carrying out studies on methods of management of innovation within the groups, this technique was also published in 1988 by VanGundy the book Techniques of Structured Problem solving.
The technique is mainly used for groups who are not used to carry out a brainstorming session and, in general, creative sessions, or for large groups, for which the brainstorming might be too confusing or limiting any of the participants. The ideal number of participants, however, varies from 4 to 8.
There are many variations of this technique and after describing the general operation of Brainwriting, we will expose the different ways to achieve it: BrainWriting Pool BrainWriting 6-3-5, Idea Card Method, BrainWriting Game, Constrained BrainWriting, BrainSketching, Force- Fit Game, Pin Cards, Crawford Slip Writing. To make a
Brainwriting session, just give each participant a sheet of paper and a pen and have a moderator who directing operations, and lays down a sentence of departure which can stimulate the creative process towards the solution of a problem or achieve a goal.
Description
The Brainwrtiting begins when the moderator wrote on the sheets of all participants in the phrase designed to stimulate the participants' responses and creative solutions.
Each is a piece of paper and a phrase on which to reflect, at which point the participants write or graphically represent the first idea that comes to mind, of course taking as a constant point of reference, the objective of the session.
The idea may be conveyed in one sentence, but also with a design or symbol or even, if you have access to magazines, you can create a sort of collage with the pictures, but in this case the session is longer and simplicity that distinguishes this technique would decrease.
After representing the slip of paper their ideas, each participant passes the package to the right mate, that will read the idea and draw lessons from it, and the opening sentence, the beginning of a new solution. The session continues at least until such time as the package have come a full circle between the participants, although you can achieve more than one round, but the classic version of Brainwriting places heavy emphasis on speed and simplicity of the technique. At
end of the first round, the group has a number of papers with phrases, symbols and designs to choose from to find ideas and solutions appropriate to correct the problem.
everyone's ideas remain "anonymous" and the competition within the group is very low, since there is less room for everyone in the exposition of ideas and character factors, which may have important implications in a brainstorming session, limit very little about the participants.
Objectives To design new products;
find ideas for advertising and communication campaigns;
easily develop creative projects in the group;
Generate large number of alternatives and solutions
The steps
Give each participant a sheet of paper and a pen, and let them sit comfortably and with some distance between them, preferably around a circular table, the more suitable establish a climate conducive to cooperation and teamwork.
The sheet can be supplied completely white, with only the initial sentence written, leaving the most creative space to the participants, or divided into zones to allow everyone the same space.
Identify the problem or the goal to be achieved, this step can be arranged in advance by the moderator, or made directly by the group and then in a shared manner. The choice, in this case depends on the experience in this type of group sessions and the participants' ability to negotiate and define the common point.
Each participant writes on the sheet in front of him the first idea that comes to mind, for the problem to be solved, the discussion made previously to identify the target and the opening sentence written on the sheet act as a stimulus for reflection and creative research new solutions.
The idea can be expressed in different ways: written, drawn, represented with a symbol or as a participant prefers.
Participants may also bring more of an idea on paper, but in this case it is best to decide in advance and give common rules to follow during the session.
The sheet is passed to fellow right and proceed as above, with the representation of a new idea, taking a cue from what is on paper that one has before.
After a number of steps, which may correspond to a full circle between the participants or a certain period of time decided at the outset, the moderator collects all the papers and puts them on the table to start the group evaluation.
All ideas are analyzed and compared with each other in ways different from what has been done by the participants on the sheets.
A number of ideas can be taken with a sheet and join with those of others to find an original and effective.
The criteria for evaluating ideas is very important and the approach varies widely, from the classic mode which provides a discussion and evaluation of ideas as a group, coordinated by the moderator, which inevitably directs the discussion. It is also possible that the ideas are analyzed by a group other than the one who led the session Brainwriting, perhaps the most technically competent and therefore able to examine in more detail the proposals, or it can be viewed by management or, general, from someone who has greater authority over the project, such as support for its decision.
A Brainwriting
this mode, for which all participants come together to solve the same problem, can be joined by a second that requires each participant to write a different problem, your and others, in turn, write their ideas to respect. In this way, sharing the sheet with others, all participants will meet a wide range of solutions to choose from or from which to draw inspiration.
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