Engine appointed by European Commission to map what brain activity stimulates creativity
Engine has been appointed to work on a European Commission-funded project, which aims to use new brain mapping technologies to identify the main brain activities related to the creative thinking process in the scientific and artistic domains.
Entitled CREAM (Creativity Enhancement through Advanced brain Mapping and stimulation), the appointment will see Engine work with six renowned research institutions, with the agency to provide practical expertise to help researchers define and test the various stimulus and training methods.
Pete Edwards, the chief strategy officer of Engine, said: “Creativity is such an important asset, and the opportunity to explore new and innovative ways of enhancing it is very exciting. This project allows us to take a fresh look at what stimulates the creative mind, and could prove to throw up some answers that may significantly impact the way people and businesses think and act in the future.”
The first stage of the research will look to determine the best ways to benchmark creativity, while stage two will seek to explore possible new ways to enhance and embed levels of creativity in individuals.
Roberto Guerrieri, project lead and professor at the University of Bologna, said: “This is a project with path-breaking potential and we are delighted to have Engine, a natural home ground of creativity, providing their expertise.”
Approaches are expected to include cognitive methodologies to measure the creative process, different brain mapping techniques, such as functional magnetic resonance imaging and electroencephalography, as well as different stimulation procedures including trans-cranial stimulation.
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