Research and Experimentation

There are many opinions about where ideas come from, what creativity is and how it can be measured, incited or explained. Academic study into creativity and neuroscience can pinpoint which part of the brain generates new ideas, and how those ideas travel to different regions. Major industry and new tech startups have expended considerable resources to understand how creative potential can be unlocked in their employees to foster innovation, and with the rise of AI and automation, educators are motivated to promote the development of independent creative thinking skills in the classroom. AI itself has prompted much discussion on what it is to be creative and what it means to have original ideas.

The intersection between values of Novelty and Usefulness is a concept developed by researchers aiming to identify and classify creative ideas. Some argue that Novelty and Usefulness in a creative idea are in a push-pull relationship and must be at odds, while others believe that the value of the idea lies in the combination of Novelty and Usefulness and how those two factors work together. Considerable research has been carried out into how to generate an idea that is a desirable combination of Novel and Useful. 

Novelty Plus Usefulness is interested in researching how artists generate creative ideas, and how those methods can be exported into other industries.