PSY355: (Psychology of Creativity)

Module / Subject / School:

PSY355: Psychology of Creativity

Singapore University of Social Sciences (SUSS)

Requirements: 

Question (80 marks)

Ideo, one of the leading global design and innovation companies, was featured by ABC News channel from the United States of America many years ago to deep dive into its secret weapon for innovation.

With reference to the concepts from Study Units 1, 2, and 3:

• Examine how these concepts can be applied to the video

• Imagine if you are a supermarket vendor (e.g., NTUC Fairprice; external to IDEO). Apply these concepts and propose how you would measure the creativity of the various shopping cart ideas that IDEO could have generated. Critique your suggestion(s) by examining the strengths and weaknesses.

What we score:

77%

Our Writer’s Comment 

Step 1: Understand the Concepts from Study Units 1, 2, and 3

Before diving into the analysis, make sure you’re clear on the core creativity concepts from these study units. These might include divergent thinking, convergent thinking, creative problem-solving, and evaluation of ideas. For instance, divergent thinking focuses on generating multiple ideas, while convergent thinking is about narrowing down those ideas to find the most viable solution. Be ready to apply these concepts to both IDEO’s approach and the supermarket scenario.

Step 2: Apply the Concepts to the Video

Start by explaining how IDEO’s process of innovation reflects the concepts from the study units. You could look at how IDEO encourages divergent thinking by brainstorming many ideas without initially worrying about feasibility. Then, explore how they engage in convergent thinking—testing, refining, and selecting the most promising ideas. For example, IDEO likely uses creative problem-solving techniques to come up with innovative designs for the shopping cart.

When discussing the video, provide specific examples of how IDEO’s methods align with these concepts. Did you notice moments where the team was encouraged to think outside the box or collaborate in unexpected ways? Highlight these moments and tie them back to the theories.

Step 3: Apply Concepts to the Supermarket Scenario

Now imagine you’re a supermarket vendor like NTUC Fairprice, and you’re evaluating IDEO’s shopping cart ideas. This is where you need to apply the creativity concepts to assess the ideas. How would you measure creativity in this context?

You could propose using a combination of novelty (how original the ideas are) and usefulness (how practical they are for a supermarket setting). Perhaps you’d also consider flexibility (how adaptable the ideas are for different uses) and elaboration (how detailed or well-developed the ideas are).

Step 4: Critique Your Suggestions

To strengthen your analysis, critique your own suggestions. For instance, while measuring novelty might help you find the most creative ideas, it could overlook practical considerations like cost or ease of implementation. Similarly, focusing too much on usefulness might limit truly innovative solutions that could reshape the shopping experience in the future.

Acknowledge both the strengths and weaknesses of your approach to measuring creativity. For example, a strength might be that your method balances innovation with practicality, while a weakness could be that it might stifle more radical ideas.

Step 5: Clear Structure and Examples

Be sure to structure your answer clearly, starting with an introduction that briefly summarizes IDEO’s approach and the creativity concepts you’ll be discussing. Then, move into the analysis of the video, followed by the supermarket scenario and your critique.

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