Preview Mode Links will not work in preview mode

Idea to Value - Creativity and Innovation with Nick Skillicorn

Apr 28, 2022

In today's episode of the Idea to Value podcast, we speak with Dr Margaret Webb from the University of Melbourne. Together with her co-author Dr Simon Cropper and Jay Olson, they created and released the Divergent Association Task, a new method to estimate the divergent creative potential of someone based simply on them entering a few words into an online form.

#divergent #creativity #test #podcast

See the full episode at

This test has since exploded, with millions of people taking the test online, making it the largest research data source for creativity research currently active.

In this episode, we speak about the foundation of the research, what the results show us, and what other creativity research Dr Webb is working on.

Topics covered in this episode:

  • 00:01:15 - Dr Webb's start in research about Mindsight, seeing patterns where none exist
  • 00:02:45 - What the Divergent Association Task is and how it started
  • 00:05:03 - The challenges with the current manual methods of measuring creativity with divergent thinking tests, and how the results of the DAT correlate very strongly with other creativity tests
  • 00:10:30 - The DAT works by analysing how closely certain sets of words co-occur across the internet, and why listing unrelated words is so incredibly hard for the human brain
  • 00:13:30 - Dr Webb's other research on creativity into Aha Moments, and types of personality like positive schizotipy

Links mentioned in this episode:


This episode was made possible by our premium innovation and creativity training. Take your innovation and creativity capabilities to the next level by investing in yourself now, at

* Subscribe on iTunes to the Idea to Value Podcast:

* Subscribe on Spotify to the Idea to Value Podcast: 

* Subscribe on Stitcher to the Idea to Value Podcast:

* Subscribe on Google Podcasts to the Idea to Value Podcast: 

Want to rapidly validate new ideas and innovative products and GROW your online business?

These are the tools I actually use to run my online businesses (and you can too):

* The best email management and campaigns system: ActiveCampaign (Free Trial) 
* Best value web hosting: BlueHost WordPress 
* Landing pages, Sales Pages and Lead collection: LeadPages (Free Trial) 
* Sharing & List building: Sumo (Free) 
* Payments, Shopping Cart, affiliate management and Upsell generator: ThriveCart 
* Video Webinars for sales: WebinarJam and Everwebinar ($1 Trial) 
* Membership for protecting content: Membermouse (Free Trial) 
* eLearning System for students: WP Courseware 
* Video Editing: Techsmith Camtasia 

I have used all of the above products myself to build IdeatoValue and Improvides, which is why I can confidently recommend them. I may also receive affiliate payments for any business I bring to them using the links above.