Spacebase Experimental Series: You Want to In...
Spacebase Experimental Series

You Want to Increase Creativity? How about Zumba or a Beer?


Online booking plattform for meeting spaces Spacebase started an experimental series to find the best ways to boost creativity. With partners from and Rent24 Spacebase created laboratory situtations, in which focus groups were exposed to different stimuli. Seven groups of complete strangers were given each a stimulus to determine what enhanced or hindered their creative output. The participants were exposed to a Netflix-watching session, a Zumba exercise class, an unproductive meeting, an interactive meeting, cards against humanity and copious amounts of alcohol. Afterwards, their creativity levels were measured. The results were surprising, interesting, and absolutely hilarious.

After each stimulus, the groups were all given standardized creativity tests, such as the candle test, the associative object test (a box and a tire), and the 9 dots test. The groups were scored on whether they were able to complete the tasks with various solutions, and how many suggestions were given by the group as a whole. Based on the cumulative score of all groups the average was calculated at 6.82 suggestions per participant. This percentage was determined by the performance of each group, and whether they fell above or below the average. All calculations were corrected for number of participants in each group.

The Experimental Web Series exposed many new and unexpected ways to boost creativity. Zumba proved to be the most beneficial activity to increase creativity, with being ‘tipsy’ and having interactive meeting supplies also triggering higher-than-average creative outputs. The sober meeting aligned nearly exactly with the creativity average that was taken from’s data records. Netflix-watching, a boring meeting format and drinking to excess all had a negative impact on the participants’ creativity. However, the unproductive meeting setting, where the leader of the group was uninterested, the room completely plain and the meeting supplies bare-bones, was by far the most detrimental stimulus for creativity.