Explore the intersection of data science and creativity in this 34-minute conference talk by Dr. Simon Dedeo at the Alan Turing Institute. Delve into the operationalization of creativity and innovation, examining how large-scale text data can be used to study social and cultural phenomena. Learn about finding and weighing flourishing, virtues, human behavior with and without goals, and the concept of play. Discover Bayesian approaches to understanding human behavior, quantifying development, and innovation dynamics. Investigate the challenges of bridging disciplines in text analysis and the potential for interdisciplinary synergies in research methodologies. Gain insights into the data science of innovation from elite perspectives to popular opinion, and explore concepts such as toleration and tolerance in the context of creativity and innovation.