Where do good ideas come from?

Seeking answers to this question, my research at the University of Strathclyde applied cognitive science to better understand the minds and thinking processes of designers.

Using methods such as neuroimaging and psychological analysis, we identified the mental processes and brain regions involved in creative product design and explored the role that visual imagination plays in generating design ideas.

In addition to shining a light on the often mystified process of creativity, the findings provide a basis for developing the design tools of the future – potentially using exciting new neurotechnologies such as brain-computer interfaces.

To foster international networking and collaboration, I founded the Design Society’s Special Interest Group on Cognitive Design Science – a thriving community of over 100 academics from across the globe with interests in the psychology and neuroscience behind design.