Q.1 Creative Process:1.

PREPARATION
The first stage is the idea of PREPARATION, the idea that you are immersing yourself in
the domain. If you area musician you are absorbing a lot of the music that is inspiring you to
create this new piece. If youre a writer you are reading other writers in this area. If you are
an artist you are looking at other artists work in the area that you are looking at creating
something in. If you are a scientist you are looking at all the background research. And if you
are an entrepreneur or marketer you are looking at all the previous market research and what
other companies have done before.
So this stage is normally best carried out in a quiet environment. Its really this stage that you
are trying to absorb as much information as possible because this information will go into
your sub-consciousness where it is very important for the second stage, or second level.
2. INCUBATION
The second stage is what we call the INCUBATION stage. In incubation this is when all the
information that you have gathered in the PREPARATION stage really goes back. It starts to
churn in the back of your mind, in the sub-consciousness. This is an extremely important
stage because sometimes it can takes days, or weeks, or months or sometimes even years.
That idea that youll think about writing about a book or piece of music, and youre writing
about it and you just leave it to the side for a while and then you come back to it. Now the
interesting thing about the incubation stages it that to a certain extent it is not really under
your control how long that stage will take. It is something you cannot really rush because
what it leads to is the third stage.
3. INSIGHT
The third stage is what most of the public think is a classic signal or sign of a creative person,
what is called the INSIGHT stage or the insight step. With insight it is really the idea of the
Aha moment, the Eureka moment. Although it is probably the smallest part of the five
steps, it is possible one of the most important parts. On one of my subsequent videos Ill take
you more into how to increase your chances of having those Aha moments, those insights. A
quick thing I would say here is that they most often happen when you are doing some kind of
low-level physical activity; going for a shower, driving a car, having a walk. This is because
your subconsciousness in the previous stages is bubbling away and this insight stage really
allows the mind to work on something else. And then bring these ideas to the forefront of
your mind. So thats the third stage, the insights stage. And now we go on to the fourth stage.
4. EVALUATION
The fourth stage is this idea of EVALUATION. This is something I have a problem with. I
think it is an area that a lot of creative people struggle with because often you have so many

ideas and you have a limited amount of time. So the evaluation stage is important because
this is where it requires self-criticism and reflection. It is asking yourself questions like:
Is this a novel or new idea or is it one that is just re-hashed and has been done before?
Its the idea of going out to a small group of trusted friends and saying:
Ive had this idea, what do you think about this?
It is very important part because we only have a limited amount of time to do certain things.
Often you find that people who are called the most creative people are often very good at
this stage, the evaluation stage. They have all these ideas but they can use self-criticism and
reflection to say these are the ones that have the most merit and that Im going to work on.
5. ELABORATION
And then we have the final stage. This is called ELABORATION. This is where Edison said
that its 1% inspiration and 99% perspiration. Now the elaboration stage is the 99%
perspiration stage. This is where you are actually doing the work. So many people out there
think that the creative process is that insight, that Aha moment, or the the preparation part.
But really a creative individual isnt complete, and I dont think they can do anything that
really lasts, unless they can go through that and actually put in the hard work. The
elaboration; testing the idea, working on the idea, those late nights in the studio, working at
your desk, those hours in the labratory if you are scientist, those days testing and microtesting products. This is the elaboration stage.

OR
1. Preparation
During the preparation step of the creative process model, an individual becomes curious
after encountering a problem. Examples of problems can include an artistic challenge or an
assignment to write a paper. During this stage, she may perform research, creates goals,
organize thoughts and brainstorm as different ideas formulate. For example, a marketing
professional may prepare for a marketing campaign by conducting market research and
formulating different advertisement ideas.
2. Incubation

While the individual begins to process her ideas, she begins to synthesize them using her
imagination and begins to construct a creation. Gabora states that during this step, the
individual does not actively try a find a solution, but continues to mull over the idea in the
back of her head.
3. Illumination

As ideas begin to mature, the individual has an epiphany regarding how to piece her thoughts
together in a manner that makes sense. The moment of illumination can happen unexpectedly.

For example, an individual with the task of putting together an office party may have an idea
for a theme while driving home from work.
4. Evaluation

After a solution reveals itself in an epiphany, the individual then evaluates whether the insight
is worth the pursuit. He may make changes to his solution so it is clearer. He may consult
with peers or supervisors regarding his insights during this step before pursuing it further. If
he works with clients, he may seek a client's input and approval before moving on to the next
step.
5. Implementation

The implementation of an idea or solution in the creative process model is when an individual
begins the process of transforming her thoughts into a final product. For example, during this
step, a painter may begin outlining shapes on a canvas with charcoal before applying oil
paints to the medium. According to Gabora, an individual may begin this step more than once
in order to reach the desired outcome. For example, a graphic designer may open a new
digital canvas if he did not have the scale calculated correctly on a previous work, and he will
continue to implement his ideas and make adjustments until he reaches a pleasing final
product.
Q.2 ethnographic research

Ethnographic research usually involves observing target users

in their natural, real-world setting, rather than in the artificial
environment of a lab or focus group. The aim is to gather
insight into how people live; what they do; how they use things;
or what they need in their everyday or professional lives.
Ethnographic research relies on techniques such as observation, video diaries, photographs,
contextual interviews, and analysis of artefacts such as for example devices, tools or paper
forms that might be used as part of a persons job.
Observations can be made at home, at work, or in leisure environments. People can be
studied with their family, on their own, with work colleagues, or as part of a group of friends.
Often one participant may be recruited, but several more may be studied as part of that
persons family or friends.
Ethnographic research can provide extremely rich insight into real life
behaviour, and can be used to identify new or currently unmet user needs.
This approach is most valuable at the beginning of a project when there is
a need to understand real end user needs, or to understand the
constraints of using a new product or service by a particular audience.
Features of ethnographic research

Involves investigation of very few cases, maybe just one case, in detail.

Often involves working with primarily unconstructed data. This data had not been
coded at the point of data collection in terms of a closed set of analytic categories.

Emphasizes on exploring social phenomena rather than testing hypotheses.

Data analysis involves interpretation of the functions and meanings of human actions.
The product of this is mainly verbal explanations, where statistical analysis and
quantification play a subordinate role.

Methodological discussions focus more on questions about how to report findings in

the field than on methods of data collection and interpretation.

Ethnographies focus on describing the culture of a group in very detailed and complex
manner. The ethnography can be of the entire group or a subpart of it.

It involves engaging in extensive field work where data collection is mainly by

interviews, symbols, artefacts, observations, and many other sources of data.

The researcher in ethnography type of research, looks for patterns of the groups
mental activities that is their ideas and beliefs expressed through language or other
activities, and how they behave in their groups as expressed through their actions that
the researcher observed.

Q.3 difference b/w

Incremental innovation introduces quality improvements in core components. The

word renovation would more precisely describe this type of innovation.

Modular innovation may result in the complete redesign of core components, while
leaving linkages between the components unchanged.

Architectural innovation changes the nature of interactions between core

components, while reinforcing the core design concepts.

Radical innovation introduces a new meaning, potentially a paradigm shift.