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Although the effects appear to be robust, this is a single study and the effects are somewhat small, amounting to a difference in one or two ideas between the groups. How much impact this has would depend on the company : It could range from a trivial difference to a massive compounding effect, i wouldn't want to see a company double their in-person meetings hoping to improve their innovation, if this also means doubling the commute time resulting in less happy -- and perhaps less creative -- employees.
The test measures divergent thinking and verbal creativity, which are important but limited aspects of overall creativity. Our task won't predict your creative culinary skills, but it will predict performance on various types of problem-solving, which suggests it is doing more than simply measuring vocabulary, still, we'll need future research to assess how our task relates to other verbal abilities or intelligence more broadly.
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