In-Person vs. Online: Which Generates More Ideas? A Challenge Involving 1,500 Engineers
Do you feel that in-person meetings or online meetings are more conducive to creativity? With the recent increase in remote work, video conferencing has become a daily routine for many. But in reality, which is better suited for generating new ideas?
What was the experiment that 1,500 engineers took on?
Melanie Brucks and her colleagues at Columbia University conducted a large-scale study on creative problem-solving involving approximately 1,500 engineers. In their actual work environments, participants worked in pairs on tasks to devise ideas for new products.
The conditions were the following two:
In-person communication: Generating ideas while talking directly in the same room.
Online communication: Discussing remotely using video conferencing tools.
The number of ideas decreases in online meetings. The results were surprising. Pairs who discussed in person generated more original ideas than those who discussed online. Specifically, the number of ideas from online pairs decreased by an average of about 20% compared to in-person pairs.
However, there was no significant difference between the two regarding the speed or efficiency of decision-making. In other words, while decisions can be made quickly online, in-person interaction is superior for generating new ideas.
Why does creativity decrease online?
So, why does creativity decline online?
Narrowing of the field of view In online meetings, people tend to focus on the other person's face on the screen. As a result, inspiration gained from the surrounding environment or accidental stimuli is reduced. In person, various elements such as the atmosphere of the room and other objects can serve as triggers for ideas.
Lack of non-verbal communication In-person, there is a wealth of non-verbal information such as gestures, facial expressions, and eye movements. These play an important role in sharing and developing ideas. However, these are limited online, and communication tends to become flat.
Increased cognitive load Online meetings involve additional stress, such as technical issues and communication delays. This increases cognitive load and becomes a factor that hinders creative thinking.
Revisiting workplace communication
The results of this study suggest the need to rethink how we communicate in the workplace.
Utilize in-person for creative tasks For brainstorming or planning meetings where new ideas are required, consider holding them in person if possible.
Find ways to boost creativity even online Even in online meetings, you can promote creativity by using virtual whiteboards or shared documents to increase visual information.
A hybrid approach Regarding the speed and efficiency of decision-making, online was not inferior to in-person. It is important to introduce a hybrid work style that combines the merits of both in-person and online, and to select the optimal communication method depending on the situation.
This study of 1,500 engineers revealed that in-person communication plays a crucial role in creativity. However, in today's world where remote work has become established, ingenuity is required to demonstrate creativity even in online environments. Let each of us rethink our communication methods and enhance our ability to generate new ideas.