The paper investigates creativity as an attitude on demand from the researcher in a special situation in the research process. The situation occurs when the collected data does not coinside with the antecipated result. Hans Joas understanding of creative action is abolished for the adaptation of the Aristotelian concept of practical wisdom (phronesis) as the foundation for the attitude. The data has to be analysed with the unique and particular in focus in order for new connections and relations to be revealed. An attitude concentrated on revealing the particular in the data is necessary. From there a new attitude takes over that focuses the general on behalf of the particular. The research process is exposed in a parallell text on Scuba diving.