Nominal Group Technique: Stages, Benefits, Examples

The Nominal Group Technique (NGT) is a problem-solving and decision-making process involving group discussions to address an issue and then rating proposed solutions. It is useful in business, project management, and academic settings, with several stages required to maximize its effectiveness. This article explores how NGT is used and its benefits. Regularly updating skills through Project Management professional course online and other certifications can ensure the NGT technique is implemented perfectly, cutting down time and improving quality.

What is Nominal Group Technique? 

The Nominal Group Technique (NGT) generates ideas and reaches consensus, developed by Andre Delbecq and Andrew Van de Ven in the late 1960s. NGT involves four steps: brainstorming, idea reduction, idea prioritization, and consensus building. Participants generate ideas, reduce the list, rank the remaining ideas, and work together to reach a consensus. NGT is effective for idea generation but may not suit complex problems requiring critical thinking and analysis.

Nominal Group Technique Examples

1. Product Development

The product development process is full of important decision points, from deciding which features to include in a new product to deciding on a go-to-market strategy. The nominal group technique can be used at each stage of the product development process to ensure that all stakeholders have a say in the decisions. For example, NGT can gather input from engineers, designers, marketers, and salespeople on what features should be included in a new product.   

2. Customer Service Improvement 

Generating ideas for improving customer service can be challenging, especially if your team is stuck in a rut. The nominal group decision-making technique jumpstarts the brainstorming process by soliciting input from customer service reps, managers, and customers. Once you've collected a list of ideas, you can use NGT again to prioritize which ideas are worth pursuing.   

3. Marketing Campaign Planning 

From choosing the right mix of channels to determining your budget allocation, many important decisions are needed when planning a marketing campaign. The nominal group technique helps you make these decisions by gathering input from your marketing team and other stakeholders, such as salespeople and finance professionals.   

4. Human Resources Strategy Development

Human resources strategies must align with the overall business strategy to be effective. The nominal group technique in project management assists you in developing an HR strategy that meets the needs of your business by soliciting input from employees, managers, and executives. This input can be used to develop an HR strategy that meets the needs of your business while also being achievable and realistic.   

To have a detailed insight into the NGT process and its applications, you must have the expertise to align with the trends of the changing market landscape.

What are the Stages of Nominal Group Technique?

The Nominal Group Technique (NGT) is a structured brainstorming process that encourages all group members to contribute their ideas equally. This decision-making technique can generate ideas, solve problems, or make decisions. There are four stages to the Nominal Group Technique:  

• Brainstorming   
• Voting   
• Discussion   
• Consensus 

How Does Nominal Group Technique Work?

The technique is often used in business settings but can also be applied in other areas, such as education and healthcare. Here's a look at how NGT works and how it can be used to achieve success: 

1. Brainstorming

In the first stage of the NGT, each group member brainstormed independently for a set period (usually 5-10 minutes). During this time, members are encouraged to generate as many ideas as possible without judging or critiquing them.   

2. Voting

Once the brainstorming period is over, each member now ranks their ideas from most to least important. Each idea is then given a score based on its rank; for example, an idea that is ranked first would receive a score of 4 (if there are 4 members in the group), while an idea that is ranked last would receive a score of 1.  

3. Discussion

The next stage is to discuss the ideas that received the highest scores. Members should try to reach a consensus on which ideas are most promising or have the most potential.   

4. Consensus

In the final stage, the group decides how to move forward with the ideas generated during the brainstorming session. This may involve further discussion, refinement of ideas, or development of a plan of action. The NGT is one of the flexible group decision-making techniques that can be adapted to fit the needs of any group; it is an especially useful tool for groups that are trying to generate new ideas or solve complex problems.

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Where is the Nominal Group Technique Used?

The beauty of the NGT is that it can be adapted to fit any situation where you need to make a decision as a group. Here are just some of the ways it has been used:   

• Businesses: The NGT can be used when making strategic decisions, such as setting goals or choosing product lines. It can also be used for everyday decisions, such as what new products or services to offer customers.   
• Schools can use NGT when deciding curriculum, budgeting, and extracurricular activities. Any time there is a need for input from multiple stakeholders, the NGT can be an effective tool.   
• Non-profit Organizations: Non-profits often need to decide how to allocate their resources. The NGT can help organizations identify their priorities and reach a consensus on how best to use their limited funds. This has led to the rise of professional courses in Project Management, with organizations looking to make their people adept with PMP abilities. 

When to Use Nominal Group Technique?

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The Nominal Group Technique (NGT) is a tool that can be used to generate ideas and reach a consensus. It is particularly helpful when there is a need to explore a complex issue or when there are competing perspectives. NGT can be used with a small group of people or adapted for larger groups. The NGT decision-making technique involves four steps: idea generation, round-robin voting, ranking, and discussion.   

After each step, the NGT group facilitator will summarize the results and see if there is consensus. If not, the group will continue to the next step. NGT is an effective tool for reaching a consensus on complex issues, and it can be adapted to different group sizes and needs. 

Who Should Use Nominal Group Technique?

The Nominal Group Technique can be used in various settings, from the classroom to the boardroom. When used correctly, it can help groups to generate ideas, reach a consensus, and make decisions. However, not every group is well suited to using NGT. In general, small groups (5-10 members), diverse and have a clear purpose, are more likely to benefit from using this technique.   

Additionally, groups that have difficulty generating ideas or reaching consensus may also find NGT to be helpful. If you are unsure whether your NGT group would benefit from using it, it is best to consult an expert. With the help of a skilled facilitator, you can ensure that your group makes the most of this powerful tool. 

How to Use Nominal Group Technique?

The key advantage of NGT is that it allows all group members to contribute their ideas without being influenced by others. This makes it ideal for situations where there is a need to explore many different options or to reach an agreement on a complex issue.   

To use NGT, gather a group of people and give each a pen and paper. Explain that the goal is to generate as many ideas as possible on the given topic. Each person should write down their ideas independently, without discussing them with others.   

Once everyone has finished, the facilitator should collect all ideas and read them aloud. The group should then vote on their favorite ideas, with the most popular ones recorded for further discussion. NGT can generate ideas on almost any topic, making it a valuable tool for individuals and groups. 

Uses for NGT

This Nominal group technique can be used in various settings, including businesses, schools, and community organizations. One of the key benefits of the nominal group technique is that it encourages all group members to participate in the discussion. 

This technique can also help to identify the group's most popular ideas and any areas of disagreement. Additionally, the nominal group technique can prioritize ideas and create action plans. As such, it is an essential tool for any group that wants to work together effectively.

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Nominal Group Technique Steps

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The Nominal Group Technique (NGT) is a structured way for a group to generate ideas and reach a consensus. It is particularly useful for groups who may have difficulty reaching an agreement or when you want to ensure that all members have an equal opportunity to contribute. The technique involves six steps:   

• Silent generation of ideas  
• Round-robin recording of ideas, 
• Discussion of similarities and differences 
• Ranking of ideas 
• Group consensus 
• Action planning 

What is the Standard Procedure of Nominal Group Technique?

The basic procedure of nominal group technique steps is here below:

1. Silent Generation of Ideas: Each member of the NGT group writes down their ideas independently, without discussion. It ensures that everyone has a chance to contribute and that the more outspoken members do not dominate the discussion.  
2. Round-robin Recording of Ideas: The moderator collects all of the ideas and reads them out loud, one at a time. This ensures that everyone is aware of all the ideas and allows for clarification if necessary.  
3. Discussion of Similarities and Differences: Once all the ideas have been presented, the group discusses them, looking for similarities and differences. It helps to identify any areas of agreement or disagreement and can help to generate new ideas.  
4. Ranking of Ideas: The group ranks all ideas in order of importance or preference. It helps identify the most popular ideas that may need further discussion.  
5. Group Consensus: The group reaches a consensus on the final ranking of the ideas. This step is important to ensure that everyone agrees with the final decision and that there is no resentment or feeling of being forced to agree.  
6. Action Planning: The NGT group develops an action plan based on the final ranking of ideas. This ensures that the decision made by the group is put into action, and everyone knows their role in implementing it. 

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Effects of Nominal Group Technique

The nominal group technique (NGT) is a facilitation method used to generate ideas and reach a consensus. The process involves a small group of people coming together to discuss a topic, with each person sharing their ideas independently. Once everyone has had a chance to share their thoughts, the group brainstorms possible solutions or courses of action.   

The NGT is an effective way to generate new ideas and achieve consensus because it allows everyone in the group to have their say without the pressure of coming up with an idea on the spot.   

Additionally, the independent sharing of ideas helps prevent the group's dominant voices from overwhelming the conversation. However, it is important to note that the NGT is inappropriate for all situations. For example, if time is limited or there are already strongly-held opinions in the group, another facilitation method may be more effective. 

NGT Advantages and Disadvantages

NGT Advantages

This NGT process is particularly useful when many stakeholders have diverse opinions or when the topic is sensitive and people are reluctant to share their views publicly. Some of the main nominal group technique advantages are that it is:  

• Flexible and can be adapted to different situations  
• Provides a level playing field for all participants  
• Encourages everyone to contribute their ideas  
• It is quick and efficient compared to other methods, such as brainstorming  
• It can be used in both face-to-face and virtual meetings  

If you are considering using NGT in your next meeting or facilitation sessions, keep in mind that it is important to have a clear objective and focus for the group and to give participants enough time to generate and discuss their ideas. With careful planning and facilitation, NGT can be a powerful tool for generating new ideas and reaching consensus. 

NGT Disadvantages

Although the nominal group technique is a highly effective decision-making tool, it does have a few potential disadvantages.  

• First, because NGT relies on written responses, it may not be suitable for all types of problems or all groups of people.  
• Second, generating and ranking ideas can be time-consuming, which may not be ideal in all situations.   
• Finally, NGT can sometimes result in fewer ideas than other brainstorming methods. Despite these potential drawbacks, NGT can be an effective way to generate ideas and reach consensus when used in the right context.

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Conclusion

The Nominal Group Technique is an extremely beneficial tool that can be used in various ways to improve communication and decision-making. By understanding the different stages of the technique, as well as the benefits and examples associated with it, you, too, can start using NGT in your work. Take KnowledgeHut Project Management professional course online and get acquainted with the latest concepts and strategies on Nominal Group techniques in project management.