Design Creativity 2010 part 19. What is ‘design creativity’? It is impossible to answer this question without considering why human beings can – and do – ‘design’. Design creativity is instrumental in not only addressing social problems faced across the world, but also evoking an innate appreciation for beauty and a sense of personal contentment. | Effectiveness of Brainwriting Techniques Comparing Nominal Groups to Real Teams 169 4 Metrics For the nominal group data only quantity and quality were measured since only these two metrics showed few differences between the idea generation methods. The same process as before was used Linsey et al. accepted . A new evaluator scored the quantity and quality data for the nominal groups. Prior to scoring the nominal groups the evaluator was trained on two teams results and then two additional teams were scored by the evaluator to determine inter-rater agreement. Inter-rater agreement for quantity was 92 with a Pearson s correlation of . This indicates there is strong agreement between the two evaluators. 5 Results and Discussion Interacting groups with appropriate idea generation methods can be more effective than nominal groups. The results show that real teams in rotational conditions develop a larger number of ideas than equivalent nominal groups Figure 4 . This result is consistent with the theory that one of the reasons for the observed productivity losses in real interacting groups as compared to nominal groups is due to production blocking Mullen et al. 1991 Nijstad and Stroebe 1999 . Production blocking occurs is when one team member is talking producing ideas and other teams members are listening. This causes them not to produce ideas. This result is also consistent with other hypothesized reasons for the productivity loss includging performance matching individuals see how much their teammates are producing and adjust their productivity to match and evaluation aprehension Mullen et al. 1991 Nijstad and Stroebe 1999 . A clear interaction effective is observed in Figure 5 through the non-parallel lines. An ANOVA shows that there is a statistical interaction between the viewing condition and the representation meaning that both are statistically important and the effect of the viewing condition depends on what representation is used Viewing Condition F 1 48
