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Few topics within the study of creativity and innovation incite as much passion as assessment or measurement, the process of gathering data representing one’s aptitudes, knowledge, attitudes, cognition, or potential. This appears to be especially true when the topic is discussed among non-academics who work in creative fields: A colleague once shared a story concerning his speaking about creativity with designers at a major entertainment company. He off-handedly mentioned measurement and … suffice it to say, he did not find the kingdom to be so magical from that point forward. The conventional wisdom is that creativity is too difficult to measure and many people are surprised to learn that creativity assessment has a long, rich history.
This chapter provides an overview of creativity assessment, which is typically grouped into four different types or areas: creative processes, creative persons, creative products, and creative environments. The most widely used, as well as newly developed, creativity measures in each area are summarized and analyzed with regard to their reliability and validity evidence. Strengths and weaknesses of creativity assessment as a whole are also provided at the end of the chapter to help researchers and educators better understand the current state of creativity assessment and needed future research.