Date of Award


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Campus-Only Access

Degree Name

Creative Studies, M.S.


International Center for Studies in Creativity


Sue Keller-Mathers

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First Reader

John Fitzgerald Cabra


The intent of this project was to gain an in-depth understanding of how to leverage consumer insights for innovation from a practitioner perspective. I began with an extensive review of the literature. Then, I facilitated an ideation session using consumer insights with participants who had no formal training in creativity. With this learning, I interviewed ten experienced consumer insights and innovation practitioners and summarized the findings in a report. Using the findings from the interviews and the literature, I developed an online ideation session with participants who have formal training in creativity—a mix of those who work with consumer insights and innovation and those who don’t. I detailed key learnings from both applying the process as well as comparing the learnings to the Thinking Skills Model of Creative Problem Solving (Puccio, Mance, & Murdock, 2011). I concluded with both professional and personal actions to move forward from the project learnings.

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