Participatory Methods
Brainwriting
Brainwriting gives teams a repeatable qualitative research practice. It keeps everyone aligned around generate ideas by helping you generate ideas in groups and encourage participation from all members. Grounded in participatory methods, the method turns insight into tangible next steps.
Goal
Generate Ideas
Group
Qualitative Research
Users
Direct User Involvement
Overview
Brainwriting is a variation of brainstorming where participants write down their ideas instead of speaking them. This approach can level the playing field, allowing more introverted team members to contribute without being overshadowed by more vocal participants. By focusing on written contributions, Brainwriting fosters a wide range of ideas and reduces the influence of groupthink. It's particularly useful in diverse teams where individual thinking styles may vary.
Step-by-Step Procedure
10 steps to complete
1
Gather Participants
Invite a diverse group of participants with different perspectives and roles to ensure a comprehensive brainstorming session. Aim for 5-10 participants.
2
Introduce the Topic and Goals
Clearly explain the topic or problem that the group will be addressing. Define the objectives and goals for the brainwriting session.
3
Prepare Materials and Workspace
Provide each participant with index cards, pens or pencils, and some space to write. You can use a large table, individual desks, or a digital tool if the session is held remotely.
4
Brainwriting Round 1
Ask participants to write down one idea per index card. They should aim for writing 3-5 ideas within a set timeframe (usually 5-10 minutes). Encourage participants to work silently and independently.
5
Idea Rotation
After the time runs out, ask participants to pass their stack of index cards to the person sitting on their left. Each participant should review the previous person's ideas and build upon or generate new ideas based on those.
6
Brainwriting Round 2
Like in the first round, participants should write down 3-5 ideas within the set timeframe. Emphasize on developing existing ideas or come up with new ideas.
7
Repeat
Continue rotating and writing new ideas for at least three rounds. You can adjust the number of rounds based on the desired depth and comprehensiveness.
8
Collect and Categorize Ideas
Collect all index cards and group them into categories based on themes or topics. This will help identify patterns, connections, and areas of interest.
9
Discuss and Prioritize
Invite participants to review the categorized ideas and encourage discussion, clarification, and elaboration. Have the group prioritize the most promising, innovative, or important ideas.
10
Develop Action Plan
Decide on the next steps using the prioritized ideas - assign responsibilities, develop a timeline for implementation, and decide on any additional resources needed.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
Brainwriting Instructions
A clear and concise explanation of the brainwriting method and its purpose, outlining the process by which participants will generate ideas.
Brainwriting Worksheets
Specially designed templates where participants can jot down their ideas individually, which will be later shared and discussed with the group.
Timer
A time management tool set for designated intervals, ensuring that the brainwriting process stays on track and moves forward at a steady pace.
Idea Categorization Grid
A visual format for organizing and displaying the ideas generated during the brainwriting session, making it easy for participants to identify trends and patterns.
Idea Evaluation Criteria
A list of predetermined guidelines to help participants assess the feasibility and value of each idea, based on the project goals and objectives.
Voting System
A method for participants to cast their votes and provide feedback on their preferred ideas, aiding in the selection and prioritization process.
Selected Ideas List
A compilation of the top-ranked ideas from the brainwriting session, informed by participant voting and discussion, to be taken forward for further exploration or implementation.
Brainwriting Session Summary
A comprehensive report highlighting key insights, trends, and outcomes from the brainwriting process, emphasizing the impact it had on idea generation and decision-making.
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