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Simple & Pragmatic Problem Solving
#77Chapter 6: Group Creative Option Generation• Group Creative OptionsLogical and technology-based (Data-Driven) ThinkingGroup (individual and synchronized digital combination) Mode60-120 Minutes(Moderate to time-consuming)

Group Decision Support Systems

From the book "Advanced Problem-Solving Toolbox: 115 Creative Plays" | Compiled & Edited by: Mojtaba Goudarzi, Open translation: Mehrshid Goudarzi
Executive Synopsis & Core Logic:

Using software platforms and electronic decision rooms to anonymously capture ideas, synchronous voting, charting priorities, and eliminating verbal biases in team meetings.

Operational Parameters & Specifications

Category
Group Creative Options
Dominant Thinking
Logical and technology-based (Data-Driven)
Participation
Group (individual and synchronized digital combination)
Estimated TimeModerate to time-consuming
60-120 Minutes
Workshop
Input Format
Data, problem information, typed inputs of participants on digital platform
Output Format
Structured Idea Generation and Decision Making
Key Application
Development of macro marketing strategies, prioritization of the organization's portfolio of projects, evaluation of organizational risks and macro policy meetings.
Core Differentiator:

Using dedicated hardware and software infrastructure (Electronic Brainstorming) for simultaneous anonymous inputs and real-time statistical analysis of votes.

Quick Field Example:

A holding company is sitting in a smart conference room with 20 managers; Everyone types in their ideas anonymously, a live poll generates a bar chart, and next year's strategy is approved without prejudice.

Operational Benefits & Implementation Risks

Advantages & Value Creation:

Completely removing the effect of social pressure and embarrassment from expressing ideas, instant registration and documentation of hundreds of ideas, quick and impartial analysis of voting data.

Risks & Potential Trade-offs:

It requires computer equipment and specialized software, the possibility of users' resistance to working with digital tools, the risk of reducing emotional face-to-face communication.

Real-World Organizational & Industry Scenarios

Marketing and Branding: Prioritizing Annual Advertising Campaigns in Holding's Electronic Brainstorming Room.
Banking and Financial Services: Credit Risk Assessment and Screening of Large Business Plans with the Interdepartmental GDSS System.
Research and Development (R&D): Anonymous ranking of patent ideas based on criteria of cost, time and marketability.

Strategic Rationale & Why to Apply

1Equality of voices (Democratization of Input): The voice of a talented intern is seen to be exactly the same weight and shape as the voice of the senior deputy.
2Dramatic reduction of time wastage: simultaneous typing of ideas increases meeting efficiency up to 4 times compared to oral turn taking.
3Elimination of Groupthink Phenomenon: Because voting is anonymous and digital, there is no forced alignment with the ruling majority.
4Automatic and real-time documentation: all session steps are output as structured files and visual diagrams.

Conceptual Framework & Book Method Description

"Group Decision Support Systems" (GDSS) is a powerful combination of information technology, group collaboration software, and psychological decision-making techniques. In these equipped rooms (such as the laboratories of the University of Arizona), each participant is behind a terminal. Ideas are sent anonymously and placed on the main screen of the hall or digital dashboard. The software automatically categorizes, votes, scores, and displays scatter and bar graphs, guiding the team toward data-driven consensus.

Step-by-Step Real-World Implementation Scenario

Reviewing and upgrading the annual marketing strategy of a consumer products company with GDSS
1
Step 1: Preparing the digital brainstorming room16 brand managers, digital marketing experts and data analysts were stationed in the electronics room behind the terminals.
2
Step 2: Anonymous Submission of Strategy IdeasWithin 20 minutes, more than 70 innovative advertising ideas (from collaborations with gaming influencers to augmented reality campaigns) were displayed on the wall without mentioning the type.
3
Step 3: Discussion and Computer Enrichment of IdeasThe teams were divided into small groups and recorded their critical and supplementary notes for each group of ideas in the software.
4
Step 4: Matrix voting and real-time display of graphsmembers voted on the two indicators "attractiveness to the customer" and "technical feasibility" with a scale of 1 to 10; The correlation chart immediately separated the top 3 campaigns.
5
Step 5: Final approval and issuance of executive reportFinal agreement was reached without personal friction and the detailed system report was immediately sent to the board of directors.

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Previous Play (#76)
Gordon/Little Technique
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Idea Board
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