Creative Consumers - Adding Inspiration to Innovation

Slideshow Transcript

1. Slide 1: The MindReading Agency Creative Consumers; Adding Inspiration to Innovation By John Kearon – Chief Juicer ESOMAR Innovate Conference, May 10-12th May 2006 2006
2. Slide 2: What is Creativity? 1. ______________________________ 2. ______________________________ 3. ______________________________ 4. ______________________________ 5. ______________________________ 6. ______________________________ 7. ______________________________ 8. ______________________________ 9. ______________________________ 10. ______________________________ 11. ______________________________ 12. ______________________________ Ideas please…. – For making this toy more pleasurable for kids
3. Slide 3: Edison’s gate and the visit of Albert Mann (President of the Bank of America) 1902
4. Slide 4: A $Trillion Marketing Services Industry Trying to satisfy the thirst for creativity
5. Slide 5: There is no IQ equivalent for creativity Can creativity be measured?
6. Slide 6: • Define creativity • Create measures of creativity • Validate those measures Trying to measure creativity…
7. Slide 7:  Creativity (or ‘lateral thinking’) is concerned with restructuring mental patterns, emphasizing/using information in provocative ways and challenging accepted ideas and notions – deBono E.  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  Creativity is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, & having fun– MaryLou Cook  Creating a solution that is novel and appropriate– Sternberg B.
8. Slide 8: “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 Defining creativity
9. Slide 9: Creating Measures of Creativity Measuring Implicit creativity measures Explicit creativity measures Creativity (Personality tests) (Creativity tests) an experiment with a Nat Rep sample of 5,000
10. Slide 10: Personality test – Myers Briggs (MBTi) test Least Most Creative Creative
11. Slide 11: Willoughby Individualist-Team Player (WIT) test Innovators/Individualist Adaptors/Team Players Prefer to find new ideas Prefer to take ideas & & ‘big bang’. Can be improve them. Fairly risky, challenging & cautious, practical & abrasive. Prefer solving standard approaches. problems with less Prefer incremental structure & consensus. innovation, structure & Prefer to solve problems consensus. Prefer to alone and their motto is work in groups & motto do things differently is to do things better
12. Slide 12: Willoughby Individualist-Team Player (WIT) Test
13. Slide 13: Idea Generation Exercise
14. Slide 14: Multiple Creativity Tests
15. Slide 15: Mednick’s Remote Association Test
16. Slide 16: Insight Test (cognitive plane shifting)
17. Slide 17: Horowitz Test (abstract flexibility)
18. Slide 18: Torrence Test (fluency, flexibility, originality)
19. Slide 19: 0-3 The lights are 4-7 = Night Light. 8-11= Regular 12-15= Bright 16-18 = off. You're just You've got a 60 watt. You're Spark. You've Incandescent! flicker, maybe a a good all- definitely got Welcome to the not creative. weak glow of rounder, rationalwhat it takes. loony Leonardo Never mind, someone's got to creativity going and imaginative Idea generation club. The sparks follow the rules. on but you prefer in equal comes naturallyare flying all over You're probably to stick to the measures. You to you. Your the place & you facts and leave can see a good rational streak could easily set a successful lawyer - or traffic dreaming to idea even if you makes you a the world alight. others. can't always great evaluator You're out of the warden. think of one. of those ideas box definitely & too .....but may out of your mind, just put a break maybe? It on your doesn't matter imagination. you're a creative genius. .
20. Slide 20: The Creativity Test Results Total Score 16 14 12 % of Respondents 10 8 Series1 6 4 2 0 0 2 4 6 8 10 12 14 16 18 Number of points scored in total by respondent Lights out Incandescent Normal distribution
21. Slide 21: Creativity is like any other aptitude
22. Slide 22: Idea Generation Results 10.1 ideas per person +49% higher +106% higher 6.8 ideas per person +39% higher 4.9 ideas per person More creative = more ideas
23. Slide 23: Idea Generation Results Elephant ideas & humanising ideas & More abstract ideas A finger puppet Water proof 4 bath Whistle in trunk Make it laugh Elephant ideas & humanising ideas Make it dance Pull the trunk to Make it fart & burp open it’s mouth Help spell & count Trumpet when it roar when smacked Elephant ideas detects movement ------------------------ Make ears bigger Have babies inside Elephant Hoover Give it a squeak ----------------------- A radio with tusks for Make the eyes move Allow it to speak volume & tuning Ears feels different Give it spectacles A Pyjama case Make trunk longer Give it clothes Tusks 4 teething Squirt water from Talk back to you +Wheels & ride it trunk (given as e.g.) Record a message Vibrates to soothe Sing Nellie the ele Have the child’s Microwaveable as a Make it walk name on it hot water bottle More creative = better ideas
24. Slide 24: 1st Age  Gender  Occupation  Education level  Self-assessment  2nd Best Willoughby (WIT) test  Myers-Briggs (MBTi)  3rd Best Which are the 3 best predictors of creativity?
25. Slide 25: In 3rd Place = Myers Briggs ISFJ SF NT INTP 8.62 8.68 9.68 9.81 Statistically significant but not convincing
26. Slide 26: In 2nd Place = Occupation 1) Architects 11.00 4) Engineers 9.38 17) Marketing 8.99 23.) Research 8.72 30.) Construction 8.72 33) Agricultural Workers 7.71 Statistically significant & quite convincing
27. Slide 27: In 1st Place = Willoughby Individualist- Team Player (WIT) Test 12 2% of pop. 12% of pop. 77% of pop. 7% of pop. 2% of pop. Individualist 11 11.2 Av. Creativity score 10 Team Player 9 9.0 8 -15/-11 -10/-6 -5/-1 0 +1/+5 +6/+10 +11/+15 Individualists are much more creative
28. Slide 28: Idea Generation Results Willoughby Individualist-Team Player Test score 12 10 8 % of respondents 6 4 2 0 -15 -10 -5 0 5 10 15 Team Player Score Individualist Creativity Capability Score 16 14 12 10 % of Respondents 8 6 4 2 0 0 2 4 6 8 10 12 14 16 18 Number of points scored in total by respondent Lights out Incandescent WIT & Creativity correlate
29. Slide 29: Implications for Business
30. Slide 30: Summary of Findings  Creativity can be recognized but not defined; measured but not easily produced  Creative ability varies considerably; just 2% are extremely creative & perhaps 10% show strong creative potential  WIT test shows that creatives are Individualists who question everything, ignore rules, work on their own & think differently  Highly creative Individualists produce significantly better ideas as well as twice as many of them
31. Slide 31: Implications for Brainstorming 1. Every person & idea has equal worth Only 2% of people are highly creative 2. A group is better for creating ideas Individualists create better alone 3. Suspending judgement helps creativity Creatives reject until they hit originality 4. Fast, furious & lots of ideas is better Slow, calm & 1 good idea is better Preparation-Incubation-Illumination Please STOP Brainstorming!
32. Slide 32: Implications for Idea Generation 1. Stop using brainstorming to generate creative solutions 2. Start using Incandescents & Bright Sparks as your creative resource 3. Email the problem to 60 of them to think about (explanation & incubation) 4. Collect online 1 or more creative solutions from each Individualist 5. Select the best from 100 and action 6. Repeat as required! Creative Individualists are a better solution
33. Slide 33: The end (this is a static image. stare at any black dot to stop!)