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Using Big Data Tools to Make People More Creative

Olivier Toubia, Columbia University

Olivier Toubia discusses how tools and methods developed to deal with big data can be used to identify promising new ideas and to enhance the idea generation process. In studies where participants generated over 4,000 ideas, researchers used text mining and network analysis to identify those that optimally balanced familiar and novel concepts, and were highly rated by consumer and expert panels for creativity and purchase intent.  Further, they demonstrated how these methods can be used to build online idea generation tools that recommend concepts to users “on the fly” to help them improve their ideas. Olivier Toubia discusses the marketing implications of this research.

Related Conference:

NYC Regional Knowledge Networking Event

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