A discussion of creativity and Delphi techniques to improve company research. The creative process synthesizes knowledge, logical reasoning, and originality--the mix depending on the field. In addition, the creative person uses multiple approaches, self-questioning, scepticism, and nonconformity, and self-confidence and courage in presenting his ideas. Management techniques to motivate creativity are many, such as gearing the pressure to the goals, showing tolerance for failure, providing means of communication with colleagues, setting a creative atmosphere, welcoming disagreement, and accepting unconventionality. The Delphi procedure, by encouraging anonymity, controlled feedback, and statistical "group response," reduces the undesirable aspects of group interaction. It controls the effect of the socially dominant and group pressure toward conformity. Delphi also includes some form of self-rating. In conjunction with the establishment of an environment and a management team, the Delphi technique could considerably improve the creative output of a company's research staff. 13 pp. Ref.