The science of the Aha! moment.
How ideas emerge, why insight feels different from step-by-step analysis, and what attention, memory, and brain connectivity can tell us about creative problem solving.
New + enduring questions
Research on creative cognition across attention, insight accuracy, problem solving, and the brain — from foundational studies to recent work.
Ideas worth returning to
Clear explainers on the questions that keep coming up in the science of insight and creative thought.
Research threads
Explore long-running research questions about how attention shifts, how insight is experienced, and how creative solutions emerge.
“Looking outside of the box to think outside the box”
Eye movements, blinks, and the shift from external to internally directed attention.
“Aha is right!” — should we trust our insights?
Experiments comparing self-reported insight solutions with analytic solutions.
Insight research in Italy
Work on Italian versions of rebus and Compound Remote Associate problem sets.