Abstract:

“Collaboration software” tools, developed at the University of Arizona (United States) and used to enhance creativity and decision-making processes in high level business meetings, have been examined to see if they could have a role to play in supporting consumer group discussions. Use of these tools leads to a very different “feel” to a session - but the software clearly represents a new and potentially very valuable way of inspiring participant interaction in groups, and of reducing negative group dynamics. This could result in more creative and constructive sessions amongst some audiences, together with wider options for client/consumer interactions.