April 28, 2024 Cue Insights

Enhancing Innovation With Creative Respondents

Market research is often used to feed innovation pipelines. But sometimes, average respondents aren’t very helpful in coming up with that “big idea” your team needs to identify innovative solutions and ideas. Creative respondents can think outside the box during market research sessions to enhance and accelerate innovation insights and actions.

This post details when creative respondents are most beneficial for market research, and how to find them.

When should you use creative respondents?  When your business decisions involve problem solving, idea generation, or exploration, creativity is a big asset. For example, when you need to:

  1. Tackle complex problems or find innovative solutions: Creative respondents offer unique perspectives, out-of-the box ideas, and novel approaches.
  2. Brainstorm and generate new ideas: Creative respondents can generate a wide range of ideas through their ability to think imaginatively and explore unconventional possibilities. Their versatility and multidimensional nature allow them to explore, innovate, and create.
  3. Approach a business decision from an exploratory standpoint: Creative respondents won’t naturally gravitate towards standard rules and norms. Instead, they will more readily identify opportunities, envision possibilities, and set more ambitious goals.

How do you find creative respondents?

  1. Personality attributes. A standard agreement scale in a grid of personality traits can efficiently facilitate screening out a large number of less communicative and less creative respondents. For instance, one would have to respond positively (e.g., strongly agree or agree) to statements such as: I am often the one who can come up with solutions to life’s little problems; or, I’m interested in learning new things and trying something new.
  2. Creativity question. An open-ended question reveals how well someone can think outside the box, how they approach challenges, and whether they’re able to generate innovative solutions. For instance, if your objective is innovation within the skincare space: Describe a time when you had to think outside the box to solve a problem with your skincare routine. What was the problem, and how did you approach it?
  3. Articulation screening. While creativity is the goal, sharing creative thinking requires a high communication level. Using an open-ended question gives you an opportunity to confirm that each recruited respondent can express themselves clearly, thoroughly, and professionally. This open-end should also be administered using the same methodology as the subsequent interviews. This means that if research is spoken live, like with focus groups, that respondents are screened verbally; similarly, if research is a self-paced online bulletin board, then screen respondents via online open text fields.


Cue Insights’ dedicated team of experts has decades of experience finding the highest quality respondents for your unique research objectives.

If you have questions or you’re curious to learn more about how creative respondents can benefit your insights and action plans, email denise.burns@cueinsights.com to schedule a consultation.



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