A study says video meetings reduce brainstorming because we are so focused on the face in the box that we don't let our eyes and minds wander as much.
Video meetings dampen brainstorming because we are so hyper-focused on the face in that box that we don't let our eyes and minds wander as much, a new study found.
Researchers watched 745 pairs of engineers in five countries try to come up with creative ideas for using a Frisbee or bubble wrap. Those in the same room generated on average one more idea, which is about 17% more than those in remote meetings. And those in-person ideas were judged by outside experts to be more creative, the study found.
Then the eyes gave it away. When Brucks tracked eye movement she found that people in the same room gazed away more often and looked around. But the remote meeting pairs didn't. "Faces really matter to our brains and we devote a lot of attention to looking at faces," said Green, president of the Society for the Neuroscience of Creativity."When we are with someone in person, it is not considered polite to stare directly at their face for an extended period of time.""It's not that Zoom's bad, everything's worse. It seems like is unique to the more generative, creative process," Brucks said.
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