Another part that I find quite interesting is an analysis of group performance at a creative/problem solving tasks. This part tells us about how the groups organized, as usual face-to-face discussion groups tend to perform at the same or worse level than individual members. Which may seem counterintuitive, until you factor in the way the discussion is usually conducted in this kind of groups (the ideas that are supported tend to be not the best ones but more eloquently presented ones).
Psychologists usually offer three explanations for the failure of group brainstorming. The first is social loafing: in a group, some individuals tend to sit back and let others do the work. The second is production blocking: only one person can talk or produce an idea at once, while the other group members are forced to sit passively. And the third is evaluation apprehension, meaning the fear of looking stupid in front of one’s peers