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Creative Response Evaluation - Work

J. C. Kaufman and R. Reiter-Palmon

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Selection, development and coaching

Language Versions

UK English, US English, Dutch and Italian

Product Description

Creativity is a key force in organisations. Assessing creativity, which has been described as the most important economic resource of the twenty-first century, is a crucial part of the selection process for every organisation that truly values innovation. The CRE-W explores creative thinking in a business context:

  • It is situation based and focuses on realistic work problems.
  • It is designed to give organisations feedback that can be used for selection, development and building project teams.
  • It measures different styles of creative thinking.

The CRE-W presents a series of 12 scenarios and possible responses representing dilemmas typically encountered at work. Each possible response is rated according to how likely the test taker would be to choose it. On completion, three scores are calculated:

  • The cumulative Creative Initiative score measures the overall likelihood of the test taker choosing a creative response when faced with a critical decision.
  • The New creative thinking style score reflects the tendency to think of radically new ideas, pursue multiple opportunities and take risks.
  • The Different creative thinking style score reflects the tendency to adapt and improve on existing ideas, procedures, products and services.

The Creative Initiative score is designed for use in selection for positions where creativity is a job requirement. The New and Different creative thinking style scores may also be used in selection, but are specifically applicable to project teams. Research shows that teams are most successful when they encompass different styles of creative thinking, and combining individuals with high New and Different creative thinking style scores is an effective way to achieve this. All three scores also have applications in individual development and coaching.


Qualification level required:
Test User Occupational: Personality, or equivalent. Please see our Test User Qualifications page for guidance