Creative Consumers; Adding Inspiration to Innovation By John Kearon – Chief Juicer ESOMAR Innovate Conference, May 10-12 t...
Ideas please….   – For making this toy more pleasurable for kids  <ul><li>______________________________ </li></ul><ul><li...
Edison’s gate   and the visit of Albert Mann (President of the Bank of America) 1902
A $Trillion Marketing Services Industry   Trying to satisfy the thirst for creativity
There is no IQ equivalent for creativity   Can creativity be measured?
<ul><li>Define creativity </li></ul><ul><li>Create measures of creativity </li></ul><ul><li>Validate those measures </li><...
<ul><li>Creativity (or ‘lateral thinking’) is concerned with restructuring mental patterns, emphasizing/using information ...
Defining creativity “ I have yet to see any problem, however complicated, which, when you looked at it in the right way, d...
an  experiment with a Nat Rep  sample of 5,000 Measuring   Creativity Creating Measures  of Creativity Implicit creativity...
Personality test –  Myers Briggs (MBTi) test Least  Creative Most  Creative
Willoughby   Individualist -Team Player (WIT) test Adaptors/Team Players  Prefer to take ideas & improve them. Fairly caut...
Willoughby Individualist -Team Player (WIT) Test
Idea Generation  Exercise
Multiple  Creativity   Tests
Mednick’s Remote  Association Test
Insight Test  (cognitive plane shifting)
Horowitz Test  (abstract flexibility)
Torrence Test  (fluency, flexibility, originality)
0-3 The lights are off . You're just not creative. Never mind, someone's got to follow the rules. You're probably a succes...
The Creativity  Test Results Normal  distribution
Creativity is like  any other aptitude
More creative  = more ideas Idea Generation  Results 4.9 ideas per person 6.8 ideas per person +39% higher 10.1 ideas per ...
More creative  = better ideas  Idea Generation  Results <ul><li>Elephant ideas </li></ul><ul><li>Make ears bigger </li></u...
Which  are the  3  best  predictors of creativity? <ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Occupation </li>...
Statistically significant  but not convincing In 3 rd  Place  = Myers Briggs SF  8.68 NT  9.68 ISFJ  8.62 INTP  9.81
In 2 nd  Place  = Occupation 1) Architects  11.00  33) Agricultural Workers 7.71 Statistically significant  & quite convin...
Individualists are  much more  creative In 1 st  Place  = Willoughby Individualist-Team Player (WIT) Test Team  Player 9.0...
WIT & Creativity  correlate Idea Generation  Results
<ul><li>Implications  for Business </li></ul>
<ul><li>Creativity can be recognized but not defined;  measured but not easily produced </li></ul><ul><li>Creative ability...
Please STOP   Brainstorming! <ul><li>Every person & idea has equal worth   Only 2% of people are highly creative </li></ul...
Creative Individualists   are a better solution <ul><li>Stop  using brainstorming to generate creative solutions </li></ul...
The  end (this is a static image. stare at any black dot to stop!)
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Creative Consumers - Adding Inspiration to Innovation

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Creative Consumers - Adding Inspiration to Innovation

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  1. 1. Creative Consumers; Adding Inspiration to Innovation By John Kearon – Chief Juicer ESOMAR Innovate Conference, May 10-12 th May 2006 The Mind Reading Agency
  2. 2. Ideas please…. – For making this toy more pleasurable for kids <ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul><ul><li>______________________________ </li></ul>What is Creativity?
  3. 3. Edison’s gate and the visit of Albert Mann (President of the Bank of America) 1902
  4. 4. A $Trillion Marketing Services Industry Trying to satisfy the thirst for creativity
  5. 5. There is no IQ equivalent for creativity Can creativity be measured?
  6. 6. <ul><li>Define creativity </li></ul><ul><li>Create measures of creativity </li></ul><ul><li>Validate those measures </li></ul>Trying to measure creativity…
  7. 7. <ul><li>Creativity (or ‘lateral thinking’) is concerned with restructuring mental patterns, emphasizing/using information in provocative ways and challenging accepted ideas and notions – d eBono E . </li></ul><ul><li>Creativity (or ‘Synectics’) is the joining together of different and apparently irrelevant elements. It involves seeking and using direct, personal, and symbolic analogies to find new solutions to problems - Gordon, W.J.J </li></ul><ul><li>Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, & having fun– MaryLou Cook </li></ul><ul><li>Creating a solution that is novel and appropriate– Sternberg B. </li></ul>
  8. 8. Defining creativity “ I have yet to see any problem, however complicated, which, when you looked at it in the right way, did not become still more complicated”. Poul Anderson
  9. 9. an experiment with a Nat Rep sample of 5,000 Measuring Creativity Creating Measures of Creativity Implicit creativity measures (Personality tests) Explicit creativity measures (Creativity tests)
  10. 10. Personality test – Myers Briggs (MBTi) test Least Creative Most Creative
  11. 11. Willoughby Individualist -Team Player (WIT) test Adaptors/Team Players Prefer to take ideas & improve them. Fairly cautious, practical & standard approaches. Prefer incremental innovation, structure & consensus. Prefer to work in groups & motto is to do things better Innovators/Individualist Prefer to find new ideas & ‘big bang’. Can be risky, challenging & abrasive. Prefer solving problems with less structure & consensus. Prefer to solve problems alone and their motto is do things differently
  12. 12. Willoughby Individualist -Team Player (WIT) Test
  13. 13. Idea Generation Exercise
  14. 14. Multiple Creativity Tests
  15. 15. Mednick’s Remote Association Test
  16. 16. Insight Test (cognitive plane shifting)
  17. 17. Horowitz Test (abstract flexibility)
  18. 18. Torrence Test (fluency, flexibility, originality)
  19. 19. 0-3 The lights are off . You're just not creative. Never mind, someone's got to follow the rules. You're probably a successful lawyer - or traffic warden. 4-7 = Night Light. You've got a flicker, maybe a weak glow of creativity going on but you prefer to stick to the facts and leave dreaming to others. 8-11= Regular 60 watt . You're a good all-rounder, rational and imaginative in equal measures. You can see a good idea even if you can't always think of one. 12-15= Bright Spark . You've definitely got what it takes. Idea generation comes naturally to you. Your rational streak makes you a great evaluator of those ideas too .....but may just put a break on your imagination. 16-18 = Incandescent! Welcome to the loony Leonardo club. The sparks are flying all over the place & you could easily set the world alight. You're out of the box definitely & out of your mind, maybe? It doesn't matter you're a creative genius. .
  20. 20. The Creativity Test Results Normal distribution
  21. 21. Creativity is like any other aptitude
  22. 22. More creative = more ideas Idea Generation Results 4.9 ideas per person 6.8 ideas per person +39% higher 10.1 ideas per person +49% higher +106% higher
  23. 23. More creative = better ideas Idea Generation Results <ul><li>Elephant ideas </li></ul><ul><li>Make ears bigger </li></ul><ul><li>Give it a squeak </li></ul><ul><li>Make the eyes move </li></ul><ul><li>Ears feels different </li></ul><ul><li>Make trunk longer </li></ul><ul><li>Squirt water from trunk (given as e.g.) </li></ul><ul><li>Sing Nellie the ele </li></ul><ul><li>Make it walk </li></ul><ul><li>Elephant ideas & humanising ideas </li></ul><ul><li>Pull the trunk to open it’s mouth </li></ul><ul><li>Trumpet when it detects movement </li></ul><ul><li>Have babies inside </li></ul><ul><li>----------------------- </li></ul><ul><li>Allow it to speak </li></ul><ul><li>Give it spectacles </li></ul><ul><li>Give it clothes </li></ul><ul><li>Talk back to you </li></ul><ul><li>Record a message </li></ul><ul><li>Have the child’s name on it </li></ul><ul><li>Elephant ideas & humanising ideas & </li></ul><ul><li>More abstract ideas </li></ul><ul><li>A finger puppet </li></ul><ul><li>Water proof 4 bath </li></ul><ul><li>Whistle in trunk </li></ul><ul><li>Make it laugh </li></ul><ul><li>Make it dance </li></ul><ul><li>Make it fart & burp </li></ul><ul><li>Help spell & count </li></ul><ul><li>roar when smacked ------------------------ </li></ul><ul><li>Elephant Hoover </li></ul><ul><li>A radio with tusks for volume & tuning </li></ul><ul><li>A Pyjama case </li></ul><ul><li>Tusks 4 teething </li></ul><ul><li>+Wheels & ride it </li></ul><ul><li>Vibrates to soothe </li></ul><ul><li>Microwaveable as a hot water bottle </li></ul>
  24. 24. Which are the 3 best predictors of creativity? <ul><li>Age </li></ul><ul><li>Gender </li></ul><ul><li>Occupation </li></ul><ul><li>Education level </li></ul><ul><li>Self-assessment </li></ul><ul><li>Willoughby (WIT) test </li></ul><ul><li>Myers-Briggs (MBTi) </li></ul>3 rd Best 1 st 2 nd Best
  25. 25. Statistically significant but not convincing In 3 rd Place = Myers Briggs SF 8.68 NT 9.68 ISFJ 8.62 INTP 9.81
  26. 26. In 2 nd Place = Occupation 1) Architects 11.00 33) Agricultural Workers 7.71 Statistically significant & quite convincing 17) Marketing 8.99 23.) Research 8.72 4) Engineers 9.38 30.) Construction 8.72
  27. 27. Individualists are much more creative In 1 st Place = Willoughby Individualist-Team Player (WIT) Test Team Player 9.0 Individualist 11.2 2% of pop. 12% of pop. 77% of pop. 7% of pop. 2% of pop.
  28. 28. WIT & Creativity correlate Idea Generation Results
  29. 29. <ul><li>Implications for Business </li></ul>
  30. 30. <ul><li>Creativity can be recognized but not defined; measured but not easily produced </li></ul><ul><li>Creative ability varies considerably; just 2% are extremely creative & perhaps 10% show strong creative potential </li></ul><ul><li>WIT test shows that creatives are Individualists who question everything, ignore rules, work on their own & think differently </li></ul><ul><li>Highly creative Individualists produce significantly better ideas as well as twice as many of them </li></ul>Summary of Findings
  31. 31. Please STOP Brainstorming! <ul><li>Every person & idea has equal worth Only 2% of people are highly creative </li></ul><ul><li>A group is better for creating ideas Individualists create better alone </li></ul><ul><li>Suspending judgement helps creativity Creatives reject until they hit originality </li></ul><ul><li>Fast, furious & lots of ideas is better Slow, calm & 1 good idea is better Preparation-Incubation-Illumination </li></ul>Implications for Brainstorming
  32. 32. Creative Individualists are a better solution <ul><li>Stop using brainstorming to generate creative solutions </li></ul><ul><li>Start using Incandescents & Bright Sparks as your creative resource </li></ul><ul><li>Email the problem to 60 of them to think about (explanation & incubation) </li></ul><ul><li>Collect online 1 or more creative solutions from each Individualist </li></ul><ul><li>Select the best from 100 and action </li></ul><ul><li>Repeat as required! </li></ul>Implications for Idea Generation
  33. 33. The end (this is a static image. stare at any black dot to stop!)

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