I think what they were shooting for under the label of "Creativity" was a research breakthrough. You know, those "Eureka!" moments when a scientist is overwhelmed by some insight. However, in ToA, it seems that Creativity always results in "research complete". Any scientist can tell you that on any given project, there will be a series of "Eureka!" moments. Very rarely does it result in "mission accomplished". More like a hefty jump forward, bringing the conclusion faster than normal plodding along would have done.
Given the above, I believe Creativity should NOT be 25%. More like 10% at most. And when it triggers, it dumps in a significant number of research points; the specific amount should be tied to what amount of GDP is currently aimed at Research. (The more scientists on the project, the greater the likelihood that a Creativity event will occur.)
Additionally, given how Creativity/Eureka! actually works in Reality, what should be added to the game are some hidden tech paths that will not become available unless a Creativity event occurs on certain, specific tech research. Like, get Creative on Ion Drives, and -- surprise! -- you can jump ahead to Warp Drive research.