It's the dome style diffusers, turning the flashhead into a 'bulb,' which creates the wide even spread. For portraits where directional light and contrast is nice then it's not the right thing, for wider spaces and group shots it can work, even a single flash with lightsphere.
I'd say probably the softbox is not much help here, as it contains the spread of light and is likely to lead to uneven light in a room. The Stofen diffuser is sort of the right idea, but they are not large enough to throw the light sideways enough, with still a lot of forward light straight from the flashhead.
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