20.500.12556/RUL-181074 Constructing meaning with business analytics a qualitative exploration of creativity as a catalyst for insight generation Business Analytics (BA) is predominantly theorised as a rational, data-driven process supporting managerial decision-making; however, this framing obscures the interpretive and creative work through which analytical outputs acquire decision relevance. This study conceptualises creativity in BA use as a generative micro-level mechanism through which decision support is enacted within sociometrical practice. Drawing on the Componential Theory of Creativity and a sociomaterial perspective, we theorise creativ - ity as emerging from the interplay between users’ expertise, motivation, and technological artefacts within organisational decision contexts. Based on interviews and focus groups, we examine how users perceive creativity in BA, how it manifests throughout analytical processes, and how it influences insight development and decision support. Findings show that creativity permeates all phases of analytics – from task formulation to visualisation – enabling problem reframing, alternative scenario construction, and sys - tematic expansion of the decision space beyond standardised algorithmic outputs. By integrating two theoretical perspectives, this study advances decision systems research by theorising creativity as a cognitive micro-foundation through which analytical out - puts are transformed into contextually grounded and strategically meaningful decisions – a mechanism of heightened consequence in increasingly automated and AI-augmented environments. business intelligence system data analytics artificial intelligence qualitative analysis business analytics business analytics use insight creativity qualitative research poslovna inteligenca podatkovna analitika umetna inteligenca kvalitativna analiza true false true Angleški jezik Slovenski jezik Članek v reviji 2026-03-24 13:36:31 2026-03-24 13:38:51 2026-03-25 04:33:14 0000-00-00 00:00:00 2026 0 0 29 str. iss. 1, article no. 2644450 Vol. 35 2026 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.2 1246-0125 10.1080/12460125.2026.2644450 272116227 Constructing_meaning_with_business_analytics__a_qualitative_exploration_of_creativity_as_a_catalyst_for_insight_generation.pdf Constructing_meaning_with_business_analytics__a_qualitative_exploration_of_creativity_as_a_catalyst_for_insight_generation.pdf 1 355CFE704709EE54A694ABB457ED1CB8 a7a6a0f7f06288a41b4d5e70ee517456c8fbce3612e586dc7de1e3a669d022cf 2e755dd8-277e-11f1-b0ab-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=231215 https://www.tandfonline.com/doi/full/10.1080/12460125.2026.2644450 0 32bc76bc-277e-11f1-b0ab-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=231216 Ekonomska fakulteta 0 0 0