Creative Consumers - Adding Inspiration to Innovation

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

3. Edison’s gate and the visit of Albert Mann (President of the Bank of America) 1902

4. A $Trillion Marketing Services Industry Trying to satisfy the thirst for creativity

5. There is no IQ equivalent for creativity Can creativity be measured?

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. 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. Personality test – Myers Briggs (MBTi) test Least Creative Most Creative

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. Willoughby Individualist -Team Player (WIT) Test

13. Idea Generation Exercise

14. Multiple Creativity Tests

15. Mednick’s Remote Association Test

16. Insight Test (cognitive plane shifting)

17. Horowitz Test (abstract flexibility)

18. Torrence Test (fluency, flexibility, originality)

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. The Creativity Test Results Normal distribution

21. Creativity is like any other aptitude

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

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. 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. 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. WIT & Creativity correlate Idea Generation Results

33. The end (this is a static image. stare at any black dot to stop!)