The Association for Qualitative Research
The Hub of Qualitative Thinking

Brainstorming

A creative group process for generating and developing ideas and solutions to problems. The generation of ideas or solutions is usually separated from their evaluation, to encourage participants to think laterally and contribute freely. Participants may be drawn from the client organisation, its communications agencies, other consultants, typical consumers, designated experts or any combination of these. Sessions are usually led by a trained facilitator who may also be a researcher.

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