Divergent thinking is a cognitive process that involves coming up with multiple solutions (i.e brainstorming, such as the crazy 8 task) in response to an open-ended question or problem (such as the 9 different ways to divide squares 4xs equally or building a tower out of tape and newspaper, and filling as many circles with the most creative symbols). It allows us to explore a wide range of options without immediate restriction (to accelerate a thought process, without interrupting the flow.) 

The opposite of divergent thinking is convergent thinking, the next step in progressing towards a project's end goal of delivering a solution,  if divergence is the acceleration of ideas convergence is the deceleration, narrowing down the ideas generated to find the most efficient/ conceivable/ highest quality solution. condensing to the most important part (analysing and refining/ reducing ideas “hitting the breaks.”)

Divergent thinking is vital in enhancing creativity by encouraging brainstorming and free-flowing thought, allowing individuals to think outside the box. 

Thinking freely without limitations (like our flying bike idea when tasked with solving the issues of cyclists getting doored in major cities. It solves a problem,and provides a multitude of unique perspectives and potential solutions. Divergent thinking allows innovations to thrive and drives the idea that novel ideas can sometimes lead to breakthroughs.) 

The penultimate step in delivering a solution to a problem, whether to a client or to the tasks we were faced with today is to develop: Further refine the selected ideas into solid plans or prototypes. Then, Deliver: This step involves effectively communicating the idea to others.

Whether you yourself believe that creativity is inherited or learnt, reading and researching helps expand knowledge, and provides the base for divergent thinking, to be able to go outside of the box. It allows us to gain inspiration since our brain stores solutions to save brain power. This exposure helps our understanding of existing solutions meaning it helps divergent and convergent thinking

Cognitive Process: A mental operation the brain performs to process information. Through these operations, the brain interacts with the information around it, stores it and analyses it in order to make the relevant decisions.

cognitive-processes.html

1. Simplify  = Bike that flys to stop bikes from getting doored  whereas dutch lean = simple

2. Dramatise = big bench in denmark 1mtr water rises, global warming 

3. Repurpose  =  book tampons germany taxes books 7% tampons 14% (luxury item)

4. Make it fun = bottle arcade got used 100xs compared to other got used twice

5. Hack it =  the paternity leave for men 2 weeks, statues with baby carrier, women get up to a year

Through research we want to inspire creativity. Insights are springboards for creativity 

Powerful insights:

• Snickers: you're not you when your hungry  (human insights: universal truths about human behaviour that resonates and is relatable on a fundamental level)
  

Types of research 

• Quantitative = Quantitative methods emphasise objective measurements and the statistical, mathematical, or numerical analysis of data collected through polls, questionnaires, and surveys, or by manipulating pre-existing statistical data using computational techniques.

• Qualitative = Qualitative research uses several techniques, including interviews, focus groups, and observation Interviews may be unstructured, with open-ended questions on a topic, and the interviewer adapts to the responses. Structured interviews have a predetermined number of questions that every participant is asked.

Insight: 36% of the leas active girls agree that they feel like their body is on show during PE lessons and that makes them like it less

Advert: campaign based on fear of judgement. Fears over looks, abilities or the fact they are taking time for themselves. Tackling this fear and tackling the gender gap.

Client: A shoe care brand looking for insights to drive advertising campaigns.

Objective:

Bring to life the world of shoe obsessed Gen Z + find out what motivates this group? Collect images of their shoes
and quotes from key questions:

Create a set of instructions to gather images and
notes from 3-5 students at different universities. 

• Beyond function, why are shoes so important to you?

• Can you describe how different shoes make you feel when you wear them, and why those feelings matter to you?

• What does the way you care for and maintain your shoe collection say about what’s important to you?

• Are there specific places/occasions when the shoes you're wearing matter most and why?

I would say 8..

why did you decide to wear these shoes tonight?

I like wearing these shoes because they match my t-shirt and they're comfy...

Do you enjoy buying new shoes?

yeah, I like going to JD or footlocker and 'collecting' them.

I have at least 15 pairs, at least 10 pairs of trainers.

why did you decide to wear these shoes tonight?

Falmouth streets are super uneven so I always wear my converse, or what ever [air matches my outfit closest.

Do you enjoy buying new shoes?

I love shopping for new shoes although I have to limit myself now.

10 maybe 11

why did you decide to wear these shoes tonight?

these give me extra hight

Do you enjoy buying new shoes?

I like completing outfits with new shoes, although I've had most of these since I was 13.

20, probably more because me and my sisters all share...

why did you decide to wear these shoes tonight?

these ones are my favourite at the moment but my favourite shoes depends on what aesthetic I'm feeling that week basically.

Do you enjoy buying new shoes?

my favourite place is ASOS because its online I don't think as much about it and just end up buying them..

affinity mapping is a process use by teams to organise ideas, thoughts, or organise ideas. thus is often done after brain storming sessions, where ideas are written down on sticky notes and then categorised based on their relationships. It helps teams find patterns, makes sense of large amounts of information and fosters collaboration. its important because it allows teams to prioritise ideas, align common goals, and generate creative solutions in a structured way.

Individual written and visual task:
1. Can you use secondary research to deepen your understanding of your chosen subject:
• Middle Aged Snacking: Biscuit Brand
• Freshers Going Out: No/Lo Drink Brand
• Gen Z + Shoes: Shoe Care Brand

2. Create your own affinity map showing 6-8 key themes / insights that you identify from your secondary research articles.

3. Post a visual of your affinity map to your blog. Can be hand- written/drawn, or post-it notes, or a digital visual of the map.

'Challenge Framing means reinterpreting problems aschallenges in order to help focus and move projects forward in a proactive and positive way.

Example

When developing concepts for a sustainable toothbrush, the stu- dents identified a number of challenges they wanted to confront. They asked themselves: How might we create a toothbrush that would last for a lifetime? How might we create a toothbrush that dissolves with time? How might we create a recyclable toothbrush? How might we help people clean their teeth without brushing?

Why?

One of the most important aspects of design and innovation work is to frame problems as interesting challenges. If you see challenges as difficult problems to overcome energy seeps out of the project and problems become roadblocks. It is thus helpful to reframe problems as questions along the lines of 'How might we..?'. Once you have identified and formulated the challenge, problem solving becomes a lot easier.

How?

Start out by listing different problems. For instance, if your problem relates to the creation of sustainable toothbrushes, you might think about problems in relation to consumers (they do not recycle tooth- brushes), the toothbrush business model (the obsolescence factor), materials used (composites, difficult to take apart and recycle), perceptions in your own company (lacking necessary awareness), and so on. Once you have listed the aspects, turn them into challenges by using the sentence 'How might we..?'. Generate ideas for several challenges before deciding which one(s) you think will be the most rewarding to work with.

^{_{'Challenge Framing' is part of the Simplex System developed by Min Basadur, 1994.}}

STEPS

1. This one is pretty easy. Start by asking a pretty broad question about your Interview participant’s habits or behaviors then ask “why” to their response five times in a row.

2. Remember that you’re not asking a horizontal question, (ie “Why else didn’t you get a good harvest this year?”) you’re actually going for depth (ie “Why weren’t you able to buy the fertilizer you needed?”).

3. Write down what you hear, paying special attention to moments when it feels like you’ve moved a level deeper into understanding why the person does what she does.

4. Keep in mind that you might not get to the core stuff until the fourth or fifth “Why.”

2. This week's written task is to briefly explain both Remix and Creative Constraints approaches to creativity. You can use your own selected scamps as examples to illustrate your text. 

noun

1. a first or preliminary version of a device or vehicle from which other forms are developed.

   "the firm is testing a prototype of the weapon"

   2. ELECTRONICS a basic filter network with specified cut-off frequencies, from which other networks may be derived to obtain sharper cut-offs, constancy of characteristic impedance with frequency, etc.

      "the construction of bandpass networks from low-pass prototypes"

verb

1. make a prototype of (a product).

   "Mercedes is prototyping a car sunroof which changes from clear to tinted"

experimental (adaptable)

High fidelity:

close to submission (detailed)

Examples https://en.wikipedia.org/wiki/Rome_wasn't_built_in_a_day

https://www.post-it.com/3M/en_US/post-it/ideas/articles/how-collaboration-changed-the-world-5-f

amous-partnerships/#:~:text=The%20Wright%20brothers%20gave%20us%20all%20wings&text=Their%20invention%20not%20only%20made,and%20a%20completely%20different%20world.