How to choose the best creative ideas | The Oxford Review - OR Briefings

How to choose the best creative ideas

Research Briefing

Keywords: innovation, creativity, decision-making, choice making

Broadly there are two processes involved in innovation. Firstly, creating the ideas and secondly choosing the best ideas to turn into products, services or processes. Virtually all of the research done on innovation and creativity looks at the processes of idea generation and how to develop creativity. Comparatively little research has been done on how best to choose the right ideas to implement.

Until now it has largely been assumed that idea selection is a rational process based on best fit and needs. In other words, many people assume that the creative process ends once an idea has been generated and created. A new study by scientists at the Behavioural Science Institute, Radboud University in The Netherlands, has looked at the best ways in trying to choose which creative idea is likely to perform the best.

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