Key Takeaways:
- Researchers developed a simple, time-efficient test to measure creativity using word associations.
- The “divergent association task” calculates semantic distance between words to predict creative thinking.
- Findings could reshape how schools, workplaces, and therapists assess innovative potential.
Creativity
Creativity has long been considered a nebulous trait, but psychologists may have cracked the code to measuring it objectively. A study published in Proceedings of the National Academy of Sciences (PNAS) introduces a groundbreaking method: asking people to name unrelated words. This approach sidesteps the subjectivity and labor-intensive analysis of traditional creativity tests, offering a faster, data-driven solution.
The Creativity Conundrum: Why Old Tests Fall Short
Traditional creativity assessments often rely on divergent thinking tasks, such as brainstorming multiple uses for a paperclip. While these tests evaluate the ability to generate diverse ideas, scoring them is time-consuming and prone to bias. “Existing methods require experts to manually analyze responses, which isn’t practical for large-scale use,” the researchers noted.
The new method builds on the theory that creative individuals have a unique semantic memory structure, enabling them to link distant concepts. For example, a highly creative person might connect “cloud” with “nostalgia” rather than “rain.”
The Divergent Association Task: Simple Words, Big Insights
In the study, over 8,000 participants from 98 countries were asked to list ten unrelated words. An algorithm then calculated the average semantic distance—how meaningfully distinct the words were from one another. Those who generated words with greater semantic gaps scored higher on classic creativity benchmarks.
“This task takes minutes to complete and eliminates human bias in scoring,” explained lead author Jay Olson, PhD. “It’s like an X-ray for semantic memory, revealing how flexibly someone’s brain connects ideas.”
Creativity’s Two Sides: Convergent vs. Divergent Thinking
Psychologists define creativity through two lenses:
- Convergent thinking: Finding the single best solution (e.g., solving a math problem).
- Divergent thinking: Generating many possible solutions (e.g., inventing a new product).
While convergent thinking is straightforward to measure, divergent thinking has been the “holy grail” for researchers. The new test bridges this gap by quantifying the breadth of a person’s associative thinking.
Why This Matters Beyond the Lab
- Education: Teachers could identify students who thrive in open-ended projects.
- Workplaces: Employers might assess candidates’ innovation potential more fairly.
- Mental Health: Therapists could use it to track creative growth in art or cognitive-behavioral therapies.
What This Means For You:
Creativity isn’t just for artists or inventors it is also a skill that enhances problem-solving in daily life. If you’ve ever felt “stuck,” practicing word association games or brainstorming unrelated concepts could help stretch your creative muscles.
FAQs: Measuring Creativity with the Divergent Association Task
Q: What is the Divergent Association Task (DAT)?
A: A 10-word test where participants list unrelated words. An algorithm measures semantic distance between them to gauge creativity.
Q: How does this test improve on traditional methods?
A: It’s faster (under 5 minutes) and uses algorithms to eliminate human bias in scoring open-ended responses.
Q: Can semantic distance predict real-world creativity?
A: Yes. Study results linked greater semantic distance to higher scores on established creativity benchmarks.
Q: How could schools use this tool?
A: To identify students with strong divergent thinking, tailoring projects or programs to nurture innovative problem-solving.
Q: Is the test available publicly?
A: Not yet, but researchers suggest it could be adapted into apps or online platforms for wider use.
Q: Does language or culture affect results?
A: The study included 98 countries, but further research will explore cultural and linguistic influences.
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- University of South Australia: Brains of Obese People Struggle to Adapt and Learn New Things
Looking Ahead
While the test isn’t yet widely available, its simplicity makes it ripe for app development or online platforms. As Olson emphasized, “Democratizing creativity assessment could unlock potential in fields we haven’t even imagined.”
Source:
Olson, J. A., Nahas, J., Chmoulevitch, D., & Webb, M. E. (2021). Naming unrelated words predicts creativity. Proceedings of the National Academy of Sciences, 118(25). https://doi.org/10.1073/pnas.2022340118
