MEASURE OF PRODUCT CREATIVITY: METRICS AND OBJECTIVITY

Abstract

Starting from the importance of being able to define which products are creative and which are not in a completely objective way and with one single evaluator, the present work has been done in order to identify which methods for product creativity assessment have a better performance against established requirements, that is, the method must be useful, objective and easy to apply in enterprises, as well as to determinate their lacks and the possible improvements that can be done in order to solve them. In order to achieve these results, three different known methods of creativity assessment have been analysed, and they have been used over five different products for determining their creative value through one single evaluator. Validity of results has been made through creativity evaluation with questionnaires to experts, in order to have reference values for each parameter which creativity depends on. Results analysis, both in graphic and numerical way, show the trend of different metrics to similar results, but not an absolute coincidence due to different scales and doormats used in each metric. Most common lacks when evaluating creativity are pretended to be find from the conclusions and, from that, being able to raise global improvements that must be established with the aim of develop an objective creativity metric.