The Association for Qualitative Research
The Hub of Qualitative Thinking

InDepth Autumn 2014

Foreword
Creativity is a 'fat' word. It means different things to different people in different contexts. And it has numerous definitions.

You say creativity, I say innovation
In Depth talks to Gord Ray, a client who has worked in very creative industries, but considers that it is people's attitude to work and not their title which results in innovation.

Getting messy with it
Creativity is often seen as an added extra in business, but to Martin Gent it is essential and to be effective we must develop our innate abilities in this area and get our hands dirty.

New measures of creativity
The arts can have a major impact on a company's business performance, says Giovanni Schiuma, not only improving its knowledge assets but also creating value.