This is a really interesting article on innovation.  It is highly relevant for creativity research and NPD.

http://www.strategy-business.com/article/10405?gko=06d13&cid=20110104enews

Its main point is that the 'left-brain/right brain' model of the brain which many people have used as the basis for creativity sessions is invalid.

Instead -  according to neuroscience - 'the new model of the brain is “intelligent memory,” in which analysis and intuition work together in the mind in all modes of thought.'

Those 'aha moments' come when your brain combines new information with stored information.

It fits in really well with the SBR approach. We will be using this model for our creativity work from now on.