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The advantages to businesses of using the Creative Product Semantic Scale (CPSS), a reliable, valid instrument that measures novelty, resolution, and style, are presented. The word ‘product’ is broadly defined to include an idea, proposal, process, prototype, or tangible product. Research shows that the CPSS has helped businesses in testing for marketability, new product design, product improvement and enhancement of advertisements. Future applications of the CPSS include improving the screening of ideas, diagnosis of brand problems, competition analysis, and team processes. A new on-line version of the CPSS provides a convenient method of administration.
O’Quin et al. (Tue,) studied this question.