John Kearon Creative Consumers London in Prague 2007


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John Kearon Creative Consumers London in Prague 2007

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  • John Kearon Creative Consumers London in Prague 2007

    1. 1. Creative Consumers; Adding Inspiration to Innovation - The Innovator’s Journey - The Quantitative MindReading Agency London  Brighton  Rotterdam  New York  Los Angeles A Leading International Online research agency
    2. 2. Edison’s gate and the visit of Albert Mann (President of the Bank of America) 1902
    3. 3. A $Trillion Marketing Services Industry Trying to satisfy the thirst for creativity
    4. 4. There is no IQ equivalent for creativity Can creativity be measured?
    5. 5. Here’s the Game… Generate Test Generate Test Generate Test Generate Test Generate Test Generate Test  ‘ Climbing Mount Improbable’ Success = Creativity x Chances to fail x Stamina x Resources ÷ Time (IMPORTANT NOTE… if you run out of any of the above – you’re out!)
    6. 6. The Big Company reality…
    7. 7. The small/new brand challenge…
    8. 8. <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…
    9. 9. <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 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>
    10. 10. 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)
    11. 11. Personality test – Myers Briggs (MBTi) test Least Creative Most Creative
    12. 12. 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
    13. 13. Willoughby Individualist -Team Player (WIT) Test
    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. Idea Generation Exercise
    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. Creativity is like any other aptitude
    21. 21. The Creativity Test Results Normal distribution
    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. Idea Generation Results More creative = better ideas 6% = validated Creative Sixers <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. Statistically significant but not convincing In 3 rd Place = Myers Briggs SF 8.68 NT 9.68 ISFJ 8.62 INTP 9.81
    25. 25. 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
    26. 26. Individualists are more creative 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.
    27. 27. So what happened for real?
    28. 28. The first test of the Creative Sixers “ Using BrainJuicer’s Creatives we generated over 100 ideas. There were some good ideas, but mainly just extensions to what we had! . Mark Bentley – Innovation Manager Cereal Partners <ul><li>Used 50 Creative Sixers who had scored highly on the creativity test & produced demonstrably creative ideas </li></ul>
    29. 29. Original Test - Top Rated Ideas <ul><li>Top 10 Ideas as rated by Creative Juicers </li></ul>Title Description Score No. Seen 1 Chocolate Zoo Chocolate animals including white and dark chocolate animals 7.2 18 2 Chocoblast Chocolate shaped rockets, stars, planets etc. with a sachet of moon dust included to sprinkle on the top. (Moon dust could be some sort of crunchy sprinkles) 6.7 17 3 Choco Moon Rocks Boulder shaped crunchy pieces with just a few alien shaped fruit flavoured soft pieces (different flavours available e.g. orange, strawberry) - giving the child a kind of treasure hunt to find the aliens 6.6 16 4 Choc 'n' Spell Alphabet shaped chocolate letters which include full stops, exclamation marks and commas 6.6 18 5 Not provided Stars, moons and suns shapes, in chocolate with dried fruit as well 6.5 17 6 Fruit 'n' Choc Puffs Simplicity is the key here, so just take a cereal already in use and add a centre to it - like sugar puffs for instant, but minus the sugar coating you use chocolate instead. Then all you do is fill up the insides of the puffs with some delicious fruit puree or fromage frais. If puffs can be changed in its shape then go for it again keeping it simple i.e. stars and moons etc. 6.5 17 7 Chocolate & Honey Bees Bee shaped and flavoured with chocolate and honey 6.2 17 8 Chewy Crunch I love toffee chewiest! Why not put chocolate-covered toffees and fruit pieces in with a crisp and crunchy oat-based cereal. The variety and not knowing what's coming next will make mornings more fun. 6.0 15
    30. 30. <ul><li>Reaction from BrainJuicer = “ Can we do this any better?…” </li></ul><ul><li>Diverse or Target Audience? Test with “Young” 18-24 creatives & a diverse group </li></ul><ul><li>Challenge? Present three ideas generated from the previous research and get Creatives to use these as a starting point for generating more ideas. </li></ul><ul><li>Time? Send Creatives a description of the task BUT not the Juicer. Send the Juicer 4 days later. </li></ul>
    31. 31. <ul><li>Use Creative Sixers 6% who scored highly on the BrainJuicer ® creativity test & produced demonstrably creative ideas </li></ul><ul><li>Increase creative output by challenging them to better the co.’s best current ideas [produces 4x the number of ‘sixes’] </li></ul><ul><li>Increase creative output by giving them 4 days to think about it [time to ponder produces 3x the number of ‘sixes’] </li></ul><ul><li>Increase creative output by asking for at least 8 ideas since the best ideas tend not to be the 1 st ideas [edit for the top 50] </li></ul>How the Creative works?
    32. 32. New methods Top Ideas <ul><li>Wild Ones - wildlife animals (close to extinction, could come with wildlife cards & facts) that have a soft centre (like mousse) filled inside tummy with probiotic chocolate flavour yoghurt & the outside crunchy covered with oats </li></ul><ul><li>Burst Me Baby! - different shapes, with chocolate filling that expand with milk and burst in the bowel creating Choco-milk </li></ul><ul><li>Magigrains - This cereal starts off as small grains of chocolate cereal in a small box about twice the size of a box of raisins - and the children can either pour these chocolate cereal balls in to their mouth where they expand and maybe crackle (like rice crispies) </li></ul><ul><li>Creepy Crawley Cereal - Assorted insect type shapes, worms, beetles, bees, caterpillars etc. Worms soften in milk to gain movement, caterpillars unroll wings from their original state to turn into butterflies. Gains both boy & girl elements of interest </li></ul><ul><li>Ice cream cone - Ice cream cone shaped cereal strawbery icecream flavour pieces in the shape of mr whippy ice creams. with the idea that they could have freeze dried pieces of real fruit inside the biscuit shapes. including vitamins etc </li></ul><ul><li>Etc etc… </li></ul>
    33. 33. The 3 rd test of the Creative Sixers “ One batch of ideas was really rather disappointing whilst the other was really rather exciting!” Dag Piper – Quoting their internal client <ul><li>Symrise’s usual brainstorming approach of internal generation + creative consumer groups </li></ul><ul><li>Vs. 50 Creative Sixers challenged them with the existing ideas, gave them 5 days and ensured they all gave at least 8 ideas each... </li></ul>Symrise Flavoured beer project
    34. 34. Ensuring the biz is working with great concepts Creative Sixers™ Use 50 ‘Creative Sixers’ to generate 50 unique ideas 15 ideas in a Predictive Market where 500 select the most Potent Predictive Markets Let the Creatives create & the Market decide Sixers 19 of the 40 final ideas Sixers 6 of the 7 best ideas
    35. 35. Remember the Game… Generate Test Generate Test Generate Test Generate Test Generate Test Generate Test  ‘ Climbing Mount Improbable’ Success = Creativity x Chances to fail x Stamina x Resources ÷ Time (IMPORTANT NOTE… if you run out of any of the above – you’re out!)
    36. 36. Juicy Communities People-centric online communities for 24/7 observation, connection insight & inspiration FamilyCam™ / Mass Ethnography Wiring up people’s homes, ‘Big Brother like’ for 24/7 online ethnography Brand-MBTi Psychometric profiling & understanding of brand personalities BrainJuicer ® Labs Mobile Juicing Moment of truth research e.g. retail, events, launches FaceTrace™ A universal means of measuring emotions = Best Methodology ESOMAR Award 2007 Predictive Markets Wisdom of crowds predictive methodology = Best Methodology ESOMAR Award 2007 The Herd?