Want some good ideas? Sit in a cafe « BQF Innovation Blog

Researchers led by Ravi Mehta conducted experiments to understand how ambient sounds affect creative cognition. In one key trial, they tested people’s creativity at different levels of background noise by asking participants to brainstorm ideas for a new type of mattress or enumerate uncommon uses for a common object.

Compared to a relatively quiet environment (50 decibels), a moderate level of ambient noise (70 dB) enhanced subjects’ performance on the creativity tasks, while a high level of noise (85 dB) hurt it. Modest background noise, the scientists explain, creates enough of a distraction to encourage people to think more imaginatively. (Here’s a helpful chart on typical noise levels.)

The next time you’re stumped on a creative challenge, head to a bustling coffee shop, not the library.

Article in the Atlantic.

Full Study.

Paul Sloane

via bqf.org.uk