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A Leading International Online research agency

Creative Consumers;Adding Inspiration to

Innovation

- The Innovator’s Journey -

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?

Here’s the Game…

GenerateTest

GenerateTest

GenerateTest

GenerateTest

GenerateTest

GenerateTest

‘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!)

The Big Company reality…

The small/new brand challenge…

• Define creativity

• Create measures of creativity

• Validate those measures

Trying to measure creativity…

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 is inventing, experimenting, growing, taking risks, breaking rules, making mistakes, & having fun MaryLou Cook

Creating a solution that is novel and appropriate Sternberg B.

an experimentwith a Nat Rep sample of 5,000

Implicit creativity measures(Personality tests)

Explicit creativity measures(Creativity tests)

Measuring Creativity

Creating Measures of Creativity

Personality test – Myers Briggs (MBTi) test

Least Creativ

e

Most Creativ

e

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

Willoughby Individualist-Team Player (WIT) Test

Multiple Creativity Tests

Mednick’s Remote Association Test

Insight Test (cognitive plane shifting)

Horowitz Test (abstract flexibility)

Idea Generation Exercise

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.

.

Creativity is like any other aptitude

The Creativity Test ResultsTotal Score

0

2

4

6

8

10

12

14

16

0 2 4 6 8 10 12 14 16 18Number of points scored in total by respondent

% o

f Res

pond

ents

Series1

Lights out Incandescent

Normal distribution

More creative = more ideas

4.9 ideas per person

6.8 ideas per person

+39% higher

Idea Generation Results

10.1 ideas per person

+49% higher

+106% higher

Elephant ideasMake ears biggerGive it a squeakMake the eyes moveEars feels different Make trunk longerSquirt water from trunk (given as e.g.)Sing Nellie the eleMake it walk

Elephant ideas & humanising ideasPull the trunk to open it’s mouthTrumpet when it detects movementHave babies inside -----------------------Allow it to speakGive it spectaclesGive it clothes Talk back to youRecord a messageHave the child’s name on it

Idea Generation ResultsElephant ideas & humanising ideas &More abstract ideasA finger puppetWater proof 4 bathWhistle in trunkMake it laughMake it danceMake it fart & burpHelp spell & countroar when smacked------------------------ Elephant HooverA radio with tusks for volume & tuningA Pyjama caseTusks 4 teething+Wheels & ride itVibrates to sootheMicrowaveable as a hot water bottle

More creative = better ideas

6% = validate

d Creative Sixers

Statistically significant but not convincing

In 3rd Place = Myers Briggs

SF 8.68

NT 9.68

ISFJ 8.62

INTP 9.81

In 2nd Place = Occupation

1) Architects 11.00

33) Agricultural Workers7.71

Statistically significant & quite convincing

17) Marketing 8.99

23.) Research 8.72

4) Engineers 9.38

30.) Construction 8.72

8

9

10

11

12

-15/-11 -10/-6 -5/-1 0 +1/+5 +6/+10 +11/+15

Av. Creativity score

2% of pop. 12% of pop. 77% of pop. 7% of pop. 2% of pop.

Individualists are more creative

1st Place = Willoughby Individualist-Team Player (WIT) Test

Team Player9.0

Individualist11.2

So what happened for real?

“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

The first test of the Creative Sixers

Used 50 Creative Sixers who had scored highly on the creativity test & produced demonstrably creative ideas

Original Test - Top Rated Ideas Top 10 Ideas as rated by Creative JuicersTitle Description Scor

eNo. Seen

1Chocolate 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

4Choc 'n' Spell Alphabet shaped chocolate letters which include full stops,

exclamation marks and commas 6.6 18

5Not 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

7Chocolate & 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

Reaction from BrainJuicer = “ Can we do this any better?…”

1. Diverse or Target Audience? Test with

“Young” 18-24 creatives & a diverse group

2. Challenge? Present three ideas generated

from the previous research and get

Creatives to use these as a starting point for

generating more ideas.

3. Time? Send Creatives a description of the

task BUT not the Juicer. Send the Juicer 4

days later.

Use Creative Sixers 6% who scored highly on the BrainJuicer® creativity test & produced demonstrably creative ideas

Increase creative output by challenging them to better the co.’s best current ideas [produces 4x the number of ‘sixes’]

Increase creative output by giving them 4 days to think about it [time to ponder produces 3x the number of ‘sixes’]

Increase creative output by asking for at least 8 ideas since the best ideas tend not to be the 1st ideas [edit for the top 50]

How the Creative works?

New methods Top Ideas 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

Burst Me Baby! - different shapes, with chocolate filling that expand with milk and burst in the bowel creating Choco-milk

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)

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

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

Etc etc…

“One batch of ideas was really rather disappointing whilst the

other was really rather exciting!”

Dag Piper – Quoting their internal client

The 3rd test of the Creative Sixers

Symrise’s usual brainstorming approach of internal generation + creative consumer groups

Vs. 50 Creative Sixers challenged them with the existing ideas, gave them 5 days and ensured they all gave at least 8 ideas each...

Symrise Flavoured beer project

Ensuring the biz is working with great concepts

CreativeSixers™

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 ofthe 7 best ideas

Remember the Game…

GenerateTest

GenerateTest

GenerateTest

GenerateTest

GenerateTest

GenerateTest

‘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!)

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 MarketsWisdom of crowds predictive methodology= Best Methodology ESOMAR Award 2007

The Herd?