creativity idea generation product design Ha Ha! Aha! improvisational humor barry kudrowitz presents:

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1 barry kudrowitz presents: idea generation & creativity improvisational humor product design Ha Ha! Aha! the person who is spontaneously humorous is, by the same token, spontaneously creative J.D. Goodchilds

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3 here s the deal... importance of creativity and and ideation relationship between creativity and humor evaluating creativity and humor learning from comedians to help designers come up with more ideas The left-brain, digitized analytical work associated with knowledge is fast being shipped off... the new core competence is creativity - Bruce Nussbaum, BusinessWeek 2005 BACKGROUND experiment Results/ Discussion

4 associative theory of creativity (mednick 1962) BACKGROUND cyrus mccormick mechanical reaper

associative theory BACKGROUND Right, Posterior Superior

(Gorana et al 2008) novel connections between unrelated words

linguistic creativity (Flaherty, 2005) Right, Ante rior Super

5 associative theory BACKGROUND Right, Posterior Superior Temporal Sulcus (PSTS) processing novel metaphors in poetry (Gorana et al 2008) novel connections between unrelated words (Mashal et al 2007) RH equivalent of Wernicke s area - linguistic creativity (Flaherty, 2005) Right, Ante rior Super ior Tempo (ASTS) ral Aha! Ex perience ( Ju ng-beema Sulcus n 2004) PSTS ASTS Doh! aha!

6 humor BACKGROUND Humor can be dissected, as a frog can, but the thing dies in the process and the innards are discouraging to any but the pure scientific mind. E.B. White Incongruity Theory Superiority Theory Release Theory oh hai

7 humor, incongruity theory of a two stage mode of joke appreciation by Jerry Suls BACKGROUND Where does the general keep his armies? tents? army base? In an army base. In his sleevies. what are sleevies? armies has two meanings

humor and creativity BACKGROUND incongruity theory of humor associative

manner the relationship between seemingly incongruous things (morris,

either meet specified requirements or are in some way useful (mednick,

(bergen, 2008) innovation combination, or synthesis of knowledge in

8 humor and creativity BACKGROUND incongruity theory of humor associative theory of creativity the ability to perceive in an ingeniously humorous manner the relationship between seemingly incongruous things (morris, 1976) forming of associative elements into new combinations which either meet specified requirements or are in some way useful (mednick, 1962) wit intentional humor production generated for an audience (bergen, 2008) innovation combination, or synthesis of knowledge in original, relevant, valued new products, processes, or services (luecke and katz, 2003)

9 humor and creativity prior correlation studies BACKGROUND Study Humor Test Creativity Test R value 1964 Smith and White Self Survey, Peer Rating Word Association Treadwell 1973 Babad Cartoon Caption, Self Survey Cartoon Caption, Peer Rating, Humor Appreciation Remote Associates Test +.2 to.275 Torrance s 30 Circles no significant 1975 Rouff Explaining Cartoon Humor Remote Associates Test Brodzinsky and Rubien 1980 Clabby 1996 Humke and Scheafer 2004 Sitton and Pierce minimal contemporary research Cartoon Caption Remote Associates Test positive Campaign Slogan Generation Multidimensional Sense of Humor Scale Geographic Pun Generation Alternative Uses Franck Drawing Completion +.77 Remote Associates Test +.42 no applied creativity/innovation

10 creativity tests BACKGROUND Remote Association Test Mednick 1962 TAP dance Circles Test Torrance 1962 Alternative Uses Guilford 1967 dance RAIN FLOOR dance

11 creativity tests BACKGROUND Remote Association Test Mednick 1962 Circles Test Torrance 1962 Alternative Uses Guilford 1967

12 creativity tests BACKGROUND Remote Association Test Mednick 1962 Circles Test Torrance 1962 Alternative Uses Guilford 1967

Challenge all assumptions Sketch and label all ideas quickly

13 nominal product brainstorming writing experiment Sit as a team Defer Judgement. Encourage wild ideas. Build on ideas. Challenge all assumptions Sketch and label all ideas quickly and clearly Brief Pitch to share idea Facilitator records the idea

14 cartoon caption test experiment only repeatedly used test of humor production most only ask for one caption new yorker cartoon caption contest

15 correlation study experiment Consent Form Cartoon Caption Test (3 cartoons, 5 minutes each) Product Brain Writing (3 product themes, 12 minutes each) Survey

order three caption-less cartoons in random order write as many humorous captions as

mind even if you feel they are only mildly amusing I will say time at 5 minutes and

16 correlation study experiment Consent Form Cartoon Caption Test (3 cartoons, 5 minutes each) Product Brain Writing (3 product themes, 12 minutes each) Survey alternating order three caption-less cartoons in random order write as many humorous captions as you can in 5 minutes write legibly start each on a new line write all that come to mind even if you feel they are only mildly amusing I will say time at 5 minutes and you can finish anything that you started do not talk to others label your order of cartoons

correlation study experiment Consent Form Cartoon Caption Test (3 cartoons, 5 minutes each) Product Brain Writing (3 product themes, 12 minutes each) Survey

legibly, drawing ability does not matter each idea should be sketched on a new page, portrait orientation only use as few words as possible, give each idea a

17 correlation study experiment Consent Form Cartoon Caption Test (3 cartoons, 5 minutes each) Product Brain Writing (3 product themes, 12 minutes each) Survey alternating order three product themes (like lamps or pens) ideate as many innovative product concepts related to that theme in 12 minutes sketch large and legibly, drawing ability does not matter each idea should be sketched on a new page, portrait orientation only use as few words as possible, give each idea a title sketch all ideas that you feel are innovative in some way I will say time at 12 minutes and you can finish anything that you started do not talk to others

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18 the subjects experiment 84 Total Participants %(#!"#$%&'"()*+,-()*&(*.#,-'/*"(0*.1(01#* 52 Male / 32 Female 24 Product Designers, 21 Improv Comedians, 26 MIT Students, 13 Other Age Range *)# *(#!)#!(# )# (# %#" '#!"# +,-./012# # 67/89,71/# &#!%#!$#!%# +:;14<#=14.;7#>7:?71/# >+=#@0.-7,0/# A0B71# 34%'7.21&.$",(0'()'8%21'9"$:%-12' '# &# C7:DE7# >DE7# Mean Age - 28 Median Age years exp. in PD 1-17 years exp. in Improv.!"#$%&'()'*+&,-./+012' %!" $#" $!" #"!" $&'%!" %$'%#" %(')!" )$')#" )('*!" *$'*#" *('#!" #$'##" #('(!" ($'(#" 34%'5&+-6%12'

19 rating captions experiment 485 Spaceman Captions, 459 Plant Captions, 452 Toaster Captions Groups of 24 (Hits) Each group (Hit) rated by 12 reviewers 437 reviewers (34.3 avg age, 44% male) Each reviewer paid 15 cents

20 rating product ideas experiment 545 ideas for toasters, 627 for umbrellas and 595 for toothbrushes Groups of 20 (Hits) Each group (Hit) rated by 12 reviewers 397 reviewers (34.4 avg age, 38% male) Each reviewer paid 15 cents creative, novel, useful, product worthy, clear!

21 rating product ideas experiment Creativity (subjective judgment) A product or response is creative to the extent that appropriate observers independently agree it is creative. Amabile, 1982 Novelty (original and uncommon) (Bessemer and O Quin, 1986) and (Horn and Salvendy, 2009) Useful (practical applications in theme) relevance per MacCrimmon and Wagner, 1994, importance per Horn and Salvendy, 2009, resolution per Bessemer and Treffinger, 1981 Product Worthy (feasible and marketable) workability per MacCrimmon and Wagner, 1994 Clear (well communicated) specificity per MacCrimmon and Wagner, 1994, synthesis per Bessemer and O quin, 1999

22 scoring experiment Each caption scored by: 2 (funny), 1 (somewhat funny), 0 (not funny), by 12 raters Product ideas also scored by 2, 1, 0, but on 5 criteria: Creative, Novel, Useful, Product Worthy, Clear 1) average of all caption scores a bunch of unfunny captions will take from one really good one 2) average number of 2s per caption a bunch of unfunny captions will take from one really good one 3) count of all captions that scored over X number of 2s if you only had one caption, but got all 2s on it 4) count of all captions that scored over 1.0 average captions that have half 2 / half 0 scores, captions with all 1s and a 2 unfairly represents a funny joke when you have a lot of unfunny jokes unfair if you come up with only a few but very funny few 5) count of all 2 scores for all captions (number of laughs )

23 scoring experiment Each caption scored by: 2 (funny), 1 (somewhat funny), 0 (not funny), by 12 raters Product ideas also scored by 2, 1, 0, but on 5 criteria: Creative, Novel, Useful, Product Worthy, Clear 1) average of all scores 2) average number of 2s 3) count all that scored over X number of 2s 4) count all that scored over 1.0 average 5) count of all 2 scores for all captions (number of laughs )

24 interrelationships r squared values Results/ Discussion useful and product worthy are practically indistinguishable to reviewers creative and novel are almost indistinguishable to reviewers clarity somewhat affects all scores but affects useful/product worthy more so clear creative novel useful product worthy clear creative novel useful product worthy

25 interrelationships r squared values Results/ Discussion 0$/1+.2'3/$245'-./$#'")6'()#*+,' -./$#)'*/$'7%.4'81#%',&%#!"#$#%&'()*)#!"#$%&#'()#*+,'-./$#' )&+# )&%# %&+# %&%# %&%# %&+# )&%# )&+#,&%#!"#$%&#'0$/1+.2'3/$245'-./$#'

26 concept clarity holy toast Results/ Discussion count of 2-scores

27 concept clarity burn detecting toaster Results/ Discussion count of 2-scores

28 product worthy metric Results/ Discussion laymen cannot accurately rate feasibility or marketability miracle toaster 0/12 product worthy and IS a product 5/12 on crank, 4/12 on solar box toaster, look into battery toaster, 3/12 on battery toaster possible reason for useful correlation

29 updated metric innovation pyramid Results/ Discussion!

30 updated metric innovation pyramid Results/ Discussion

31 subject groups Results/ Discussion!"#$%&#'()%*+,-'./'0%1+.*2'%*3'4$.3)5,'63#%2' ;<+=-41# >,-87?6#)80<1#!"#$%&#'()*+,')-'.*/)$'0123)$#4'%+5' ($#%6"7,8'0123)$#4' :6),+#$;4<,+/0# =+/>?-/#$;4<,+/0# $$"!# $!"!# ($"!# $%!"!# $$%"!# $!!"!# (!"!# '$"!# '!"!# &$"!# &!"!# %$"!# '&%"!# '%!"!# '$%"!# '!!"!# &%"!# %!"!# $"!#!"!# )*+,-.# /012340,1# # 96:0,# 17% more captions 20% more ideas %!"!# $%"!#!"!# ()*+,-#./0123/+0# 4567/350# 859/+# 32% more humor 2s 21% more creative 2s

32 quantity vs. creativity Results/ Discussion creative idea score quantity of ideas vs. total creativity score per subject R 2 =.82 The best way to have a good idea is to have a lot of ideas. -Linus Pauling total number of product ideas (Diehl and Strobe, 1987; Rietzschel et. al, 2005)

33 quantity vs. humor Results/ Discussion quantity of ideas vs. total creativity score per subject quantity of captions vs. total humor score per subject creative idea score R 2 =.82 funny caption score R 2 =.64 total number of product ideas You're fired in total number of cartoon captions

34 creativity and humor Who are these people?! Results/ Discussion quantity of ideas vs. total creativity score per subject quantity of captions vs. total humor score per subject creative idea score funny caption score total number of product ideas total number of cartoon captions

35 creativity and humor Who are these people?! Results/ Discussion quantity of ideas vs. total creativity score per subject quantity of captions vs. total humor score per subject creative idea score funny caption score total number of product ideas total number of cartoon captions

36 improv comedy Results/ Discussion yes and...

37 improv comedy Workshop of Shortform Games Results/ Discussion name thumper wah! red ball word ball story spine hey everyone emotion / item freeze tag

38 improv comedy testing the workshop Results/ Discussion 11 students 11.4 Ideas/subject Avg. (prior to workshop) 22 students 6.9 Ideas/subject Avg. (no workshop) 11 students 15.5 Ideas/subject Avg. (after workshop) 22 students 7.15 Ideas/subject Avg. (no workshop)

39 in summary non-obvious associations link humor and creativity those that are highly prolific creative idea generators are also highly prolific humor producers improv comedians are slightly better than professional product designers at creative product ideation more ideas = more creative ideas seems as if improv training assists prolific idea generation clarity effects perceived creativity novelty ~ creativity, product worthy is not a good metric (innovation pyramid)

40 in the future... does this workshop work with professional engineers Is it the content of the workshop or just a workshop? Improv affects on on group brainstorming Testing Mechanical Turk validity

41 acknowledgement slide

42 Ha Ha!

43 Interrelationships r squared values!"#$%&"'&(")*%+,&!"$-+.%*& 1#)$2%3&(""%/0,#*/&4*5&1#)$2%3& (")*%+,& +%# *)# *%# )# %#!"#$#%&'(# %# )# *%# *)# +%#!"#$%&"'&(""%/0,#*/&!"$-+.%*&!"#$%&"'&()*+,--.&!"$/,0%1& 4#.$5%6&2""%3*+#13&718&4#.$5%6& ()*+,--.& *%# )(# )%# (# %#!"#$#%&'(# %# (# )%# )(# *%#!"#$%&"'&2""%3*+#13&!"$/,0%1&!"#$%&"'&(")*%+,&!"$-+.%*& 3#)$4%5&/01,+22)&6*7&3#)$4%5& (")*%+,& +%# *)# *%# )# %#!"#$#%&'(# %# )# *%# *)# +%#!"#$%&"'&/01,+22)&!"$-+.%*& do i want to do this for cartoons?

44 Interview Highlights 5 of these people 4/5 improv comedy training 5th, comic strip artist 10+ years of improv jazz piano, drums, irish dance or singing how do you come up with product ideas: mash up different concepts, change product attributes, metaphor connections, add fun features, think about strange contexts how has improv training helped in life: say all ideas that come to mind, don t over think, anticipate what may happen, actively thinking about alternatives, dealing with the unexpected, comfort in talking to people, always build on ideas, handling conflicts, responding quickly with input

45 RAT Remote Association Test 24 DPD Students 5 Highly Fluent Ideators

association mapping note, winners in 2nd level in case of a spill, exits are here and here actions related to coffee sipping, spilling, staining, drinking, burning, break is this the decaf?

46 association mapping note, winners in 2nd level in case of a spill, exits are here and here actions related to coffee sipping, spilling, staining, drinking, burning, break is this the decaf? breaks will no longer be dictated by time to finish your coffee who ordered from Java the Hutt? names of coffee joe, java the sink s full again products related to coffee coffee maker, mug, coffee machine, grinder, tea types of coffee black, decaffeinated, espresso, latte places related to coffee dunkin donuts, starbucks, kitchen, south america the crullers will be here shortly, as soon as they take the door off the hinge served with coffee donuts, breakfast, newspaper properties of coffee caffeine, diuretic, hot, acidic things that go in coffee milk, cream, dairy, sugar, stirrer, coffee beans, water coffee sales have been soaring what about the other things in the drawing?

47 association mapping

48 Association Mapping

49 Association Mapping Application in Biopsy Needle Design Biopsy Needle Retain Tissue Finger Trap

50 Association Mapping Form Round Flat 1-10 cm dia

51 Association Mapping

52 Association Mapping Form Use Motion Used With Environment Name Materials

53 Play in Design Crossing Products Someone who is relaxed, happy, in a pleasant mood, is more creative * -Donald Norman * Dansky and Silverman 1973; Avner Ziv 1976; Dansky 1980; Isen & Daubman, 1984; Isen, 1985; Isen & Gorgoglione, 1987; Isen et al.; 1987 Sandra Russ 1993; Wright and Staw 1999; Thomas Wright 2003

54 Self Assessment Accuracy you know if you are creative or witty this is an older chart

55 Review of Captions Are the results reasonable? Results/ Discussion You're fired in (1.3 and 6 2-scores)

56 Review of Captions Are the results reasonable? Results/ Discussion Mr. Houston, we have a problem. (1.1 and 5 2-scores)

57 Review of Captions Are the results reasonable? Results/ Discussion You know Burkhart, if you're so damn afraid of the flu maybe you should just stay at home. (1 and 4 2-scores)

58 Review of Captions Are the results reasonable? Results/ Discussion Pest control (0.3 and 0 2-scores)

59 Bootstrapping is a review panel of 12 good enough? high compared to prior studies (both jokes and ideas) picked four captions from of various scores and tested with 100 reviewers each, similar age and gender percentages combined 112 scores for each caption plotted difference between mean of a 1000 random samples of 100 and mean of 1000 random samples of 12 and then compared to the experimental difference

4 You're fired in 3 2 1 You know Burkhart, if you're so

60 Bootstrapping Mr. Houston, I can read you just fine I said "policeman" to the Madame, not "astronaut" 12 reviews: 0.7, 100 reviews: reviews: 0.3, 100 reviews: 0.4 You're fired in You know Burkhart, if you're so damn afraid of the flu maybe you should just stay at home. 12 reviews:1.3, 100 reviews: reviews: 1.0, 100 reviews: 1.1

61 Writing Captions advice from New Yorker winners Larry Wood and Patrick House Keep it brief /common simple monosyllabic words (i.e. keep it simple) Theory of Mind (i.e. what are the subjects thinking and feeling) Incorporate everything in the cartoon No proper nouns and no uncommon references Most important but not mentioned... Resolve the Incongruity! I S T E R

62 Writing Captions You're fired in C I S T E R X X X X X X I think we all saw this coming, you're being fired. Into space. not simple C I X X S T E R X X X I'm sorry bubble-boy, you're fired. no higher level connection and reference to disease/movie C I S T E R X X X X You re fired! incongruity not resolved, did not discuss spaceman C I S T E R X X X Boss: You are fired Employee: (good thing I can hardly hear anything in this helmet) incongruity not resolved, not simple C I S T E R X X X

63 neurological analysis right hemisphere and creativity Primary process cognition, new combination of elements, higher activity in alternative uses test (Fink et al, 2008) Music, perception, visual art creation, language lexicon (Martindale, 1999) Increased activity with hypnosis (Gur and Rynor, 1976) and marijuana use (Weckowicz et al, 1975) Looking leftward increases creativity (Hines and Martindale, 1974)

64 neurological analysis frontotemporal and dopaminergic idea generation Creative drive increases with abnormalities of temporal lobe function and increased dopamine and decreases with abnormalities with frontal lobe function (Flaherty, 2005) Dopamine Comprehension of puns and jokes (Fink et al, 2008) Associative thought and psychotic behavior (Flaherty, 2005)

65 the subjects experiment &!" <9(/=/0"670">96?" '!" %!" $!" 4(30"-6709?"D(EB7" FE)*G"H7).B?" &!" %!" $!" 8"49"4":*+4;<+"=+*7./" 8"49"4">6?1"=+*7./" #!" #!"!" '()*+","-./ ","-./ " 8(90*+" :0;09"!" ()*++",-*./)01" ()*++" 2+3-*40" 5674)*++" 5674)*++",-*./)01"

Innovation & Brainstorming. "The best way to a good idea is to have lots of ideas." - Linus Pauling

Innovation & Brainstorming. The best way to a good idea is to have lots of ideas. - Linus Pauling Innovation & Brainstorming "The best way to a good idea is to have lots of ideas." - Linus Pauling Clarification discovery invention innovation PTFE polytetrafluoroethylene elemental fluorine 1886 - Henri