Recording and Analyzing Moments of Insight in Professions That Require Ideas

Abstract

While numerous guides to ideation exist, universally applicable, academically systematized methods remain elusive—especially in advertising, where individualistic approaches prevail. This research addresses the need for personalized ideation support, transcending advertising, with the potential to enhance work environments and elevate idea quality. In our experiment, 15 persons in idea-centric professions used a custom app to document 245 instances of ideation. Analysis focused on the interplay between the relaxed phase and the focused phase, revealing unique patterns in ideation and associated heart rate fluctuations. Ongoing data collection and analysis will inform the development of AI to bolster creativity.