Exploring the Relationship Between Creativity and Self-Awareness: An Analysis of Management Students' Perspectives Using ChatGPT and Reflexive Thematic Analysis

Abstract

This study investigates the potential relationships between creativity and self-awareness from the perspective of management students at a Brazilian public university. The research employs an innovative approach by analyzing these concepts using artificial intelligence (AI). A qualitative methodology was adopted, utilizing data collected over three years through semi-structured questionnaires. The content analysis was conducted in two ways: through human interpretation and OpenAI's ChatGPT. The results reveal multiple connections between self-awareness and creativity, touching upon expression, individual identity, and synergistic interactions. The findings suggest that promoting self-awareness processes could facilitate creative processes in organizations, highlighting the relevance of this research for developing creativity as intellectual capital in organizational contexts. We compare our approach with recent studies that use AI in qualitative analysis, including reflexive thematic analysis and qualitative content analysis, to contextualize our findings within the emerging literature.