An Experimental Evaluation on the Impact of Visual Facilitation Modes on Idea Generation in Teams

In this study we examine the effect of visual facilitation mode on perceived team creativity and satisfaction, as well as on idea diversity. In an experimental study with 73 real-life managers, we have compared three facilitation conditions for team-based business model innovation sessions: graphic facilitation with a fixed poster template, software based facilitation with a visual creativity process, and self-facilitated flip chart sessions. Based on activity theory, we hypothesize that visual groups outperform the control groups. Teams were given one hour to develop novel ideas for the business model of a daily newspaper. The statistical analysis of the survey-based feedback from the participants reveals that facilitation mode has a significant effect on the perceived team process. Specifically, visual approaches seem to increase constructive teamwork, and - if software supported - also perceived team creativity and process satisfaction. However, analyzing the generated ideas, we did not find differences with regard to idea diversity. Result satisfaction was also not significantly higher in visual groups. Based on these results, we generate a number of possible explanations that can be tested in future studies.