{"id":2529,"date":"2022-09-28T13:41:01","date_gmt":"2022-09-28T12:41:01","guid":{"rendered":"https:\/\/springerhealthcare.nl\/france\/?p=2529"},"modified":"2023-01-24T15:56:33","modified_gmt":"2023-01-24T15:56:33","slug":"brainstorming-on-zoom-hampers-creativity","status":"publish","type":"post","link":"https:\/\/springerhealthplus.nl\/shmigrate\/brainstorming-on-zoom-hampers-creativity\/","title":{"rendered":"Brainstorming on Zoom Hampers Creativity"},"content":{"rendered":"

[vc_row full_width=”stretch_row” content_placement=”middle” css=”.vc_custom_1663187695627{padding-bottom: 37px !important;background-image: url(http:\/\/springerhealthcare.nl\/wp-content\/uploads\/sites\/24\/2022\/09\/science_connect_back.png?id=2486) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}” el_class=”sciencetitle”][vc_column][vc_custom_heading text=”Science Connect” font_container=”tag:h2|text_align:left|color:%23ffffff” use_theme_fonts=”yes” link=”url:https%3A%2F%2Fspringerhealthcare.nl%2Ffrance%2Fscience-connect-november-2022%2F”][vc_column_text css=”.vc_custom_1663186747780{margin-bottom: 40px !important;}”]A Springer Healthcare Initiative For Pharma Professionals<\/span>[\/vc_column_text][vc_column_text]JANUARY 2023
\n<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row css=”.vc_custom_1538651642953{padding-top: 75px !important;}”][vc_column width=”3\/4″ css=”.vc_custom_1538657061395{border-right-width: 1px !important;padding-top: 0px !important;border-right-color: #8faec1 !important;border-right-style: solid !important;}”][vc_custom_heading source=”post_title” font_container=”tag:h1|font_size:40px|text_align:left|line_height:60px” google_fonts=”font_family:Merriweather%3Aregular%2Citalic|font_style:700%20regular%3A700%3Anormal” el_class=”title” css=”.vc_custom_1664358136969{margin-bottom: 30px !important;}”][vc_column_text el_class=”intro-box”]Turning off the camera when trying to hash out new ideas might help.<\/strong><\/span><\/p>\n

Bret Stetka<\/span>[\/vc_column_text][vc_single_image source=”featured_image” img_size=”full” el_class=”hero-img”][vc_column_text css=”.vc_custom_1667915721077{margin-bottom: 30px !important;}”]Credit:\u00a0Alistair Berg\/Getty Images<\/a><\/span>[\/vc_column_text][vc_column_text]For many of us, the COVID-19 pandemic has meant no more commutes, no more showering, no more putting on pants\u2014just virtual meeting after virtual meeting. Some research shows this adjustment might\u00a0not impact workplace productivity<\/a>\u00a0to any great degree. A new study, though,\u00a0suggests otherwise<\/a>.<\/p>\n

The research, published today in\u00a0Nature<\/em>, found that video calls, as opposed to in-person meetings, reduce creative collaboration and the generation of novel ideas. The results indicate that while the mental cogs keep running more or less smoothly when working remotely, group innovation might be hindered. The findings could stiffen employers\u2019 resolve to urge or require their employees to trek back to the office.<\/p>\n

In the new study, the authors first recruited 602 participants, who were randomly paired and asked to come up with creative uses for a product. They were also randomly selected to work together either in person or virtually. The pairs were then ranked by assessing their gross number of ideas, as well as those concepts\u2019 degree of novelty, and asked to submit their best idea.<\/p>\n

Among the groups, virtual pairs came up with significantly fewer ideas, suggesting that something about face-to-face interaction generates a prolific creative spark. Yet the virtual pairs scored better when selecting their highest-quality concept.<\/p>\n

By analyzing a subset of study participants, the authors found that higher levels of in-person creativity might relate to a narrowing of cognitive focus during virtual communication. When random objects were placed in both the virtual and physical rooms, the virtual pairs of participants spent more time looking directly at each other rather than letting their gaze wander about the room and taking in the entire scene. Eyeing one\u2019s whole environment and noticing the random objects was associated with increased idea generation.<\/p>\n

The study also included a real-world \u201cfield experiment\u201d in which virtual versus face-to-face creativity was assessed in nearly 1,500 telecommunication engineers from five different countries. Randomized participant pairs were asked to generate new ideas and decide on one to submit for future product development. Again, in-person encounters resulted in more creative concepts. Yet the quality of their final idea did not differ from that of pairs in the virtual group.<\/p>\n

\u201cWe ran this experiment based on feedback from companies that it was harder to innovate with remote workers, and I\u2019ll admit I was skeptical,\u201d says Melanie Brucks, lead author of the new paper and an assistant professor of marketing at Columbia Business School. \u201cUnlike other forms of virtual communication, like phone calls or e-mail, videoconferencing mimics the in-person experience quite well, so I was surprised when we found meaningful differences between in-person and video interaction for idea generation.\u201d[\/vc_column_text]