To help the industry creatively produce fresher insights science is finally able to reveal the secrets of creativity. Science has proven that living abroad, being drowsy, and working in a “blue” environment enhance personal creativity. Why does this happen? Why does our brain react differently in these situations?

Jonah Lehrer, neuroscience scholar and popular writer and best selling author of The decisive moment, will share with us what science reveals about how the left and right brains work together to generate breakthrough ideas. Jonah will share the latest findings from research, and more importantly, practical tips on how we can apply the learning to our work and personal lives.

Market Research applications can in fact contribute greatly to the creative process, all be it on the “rational” side. There are different forms of creativity and not all of them involve the bold yelling of “EUREKA!!” Motivation, testing and refining are just as important as generating creative concepts, ideas and products. This is where market research makes its greatest contribution.

How can creative ideas best be tested? What happens in an “AHA” moment? What is the role of groups in the process? Can respondents contribute effectively to the creative process and why. How can a “blue sky” idea be effectively tested and what are the respondent biases that need to be taken into account?

Science has proven that groups are more creative than individuals. The more diverse the group, the more creative it will be. The concept of a lone dreamer coming up with the “next big thing” is more a romantic notion than one proven by science.

The line between creativity and rationality is thin. Testing, refining and re-testing are as vital to the creative process as a good idea. Without this “rational” process creativity cannot be successfully implemented.

Jonah’s talk will address both sides of our brains with scientific findings, case studies, exercises, and hints and tips on how to be more creative.