Creativity dimensions of individual and group with the moderating role of guidance

The current study intends to explore the effect of a participant unit (Individual/group) and guidance provided through design thinking on different dimensions of creativity. It further discusses the relevance of employing a particular participant unit to get better output based on the requirements at different stages of innovation or creativity. The study explores different aspects of creativity – originality, fluency, flexibility, or elaboration – to determine which is stronger in individual, group, and guided units. The experimental study was conducted with 20 groups and 159 individuals. Non-guided Individuals (students pursuing master’s in business administration) made up the control group and the three experimental groups were non-guided groups (students pursuing master’s in business administration), guided individuals, and guided groups (students pursuing master’s in design thinking). The results show that groups are better in fluency and flexibility whereas individuals are better in originality and elaboration. The role of “group” and “guidance” (degree in design thinking) in innovation, creativity, and idea generation has reverberated in this research. The present study provides insight to researchers, students, and individuals in either academics or corporate interested in creativity and innovation.