BrainJuicer Invents Creativity Measure,60681

London-based online research firm BrainJuicer has launched a test that measures creativity, and used it to compile a panel of 'brainstormers' who generate new product ideas.

The panel consists of 5,000 people identified by the test as 'Creative Sixers', representing the 6% of the population who show a particularly strong level of creativity. Panellists' ability has since been confirmed via a further idea generation exercise.

The system has been piloted with several clients, including Wrigley, which has used the test to identify its own creative employees who are now helping with corporate problem solving and innovation projects.

John Kearon, Chairman and Chief Executive of BrainJuicer quotes a research client at Unilever saying: 'Using BrainJuicers we generated and tested dozens of ideas to find a winner. What would normally take us months we finished in two weeks.'

As well as its UK base, BrainJuicer also operates from offices in the Netherlands and in New York. The firm was founded in 1999, recently announced its stock market debut and reported a surge into profit in April (www.mrweb.com/drno/news6660.htm ) . Its home page is at www.brainjuicer.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.