John Kearon Creative Consumers London in Prague 2007

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

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

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

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. The Big Company reality…

7. The small/new brand challenge…

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

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. Willoughby Individualist -Team Player (WIT) Test

14. Multiple Creativity Tests

15. Mednick’s Remote Association Test

16. Insight Test (cognitive plane shifting)

17. Horowitz Test (abstract flexibility)

18. Idea Generation Exercise

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. Creativity is like any other aptitude

21. The Creativity Test Results Normal distribution

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

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. 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. 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. So what happened for real?

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. 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. 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?