Brainstorming involves a spontaneous, open ended discussion in an effort to generate new ideas. It is a means of getting a large number of ideas from a group of people in a short time.
In essence, brain storming is a way of using many brains to storm a singular problem creatively.
It can prove valuable for identifying opportunities, for example, for market development, tackling organisation problems, or problem solving in general.
The various ideas are then synthesized to achieve an expected outcome.
The challenge to brainstorming has come from many experiments that compared the productivity of individuals working alone whose ideas were later combined and assessed – with the productivity of groups – that is, individual generating ideas in the same room. These experiments have shown consistently that nominal groups outperform interacting groups in terms of both quantity and quality of outputs.