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Abstract. Creative ideas in daily life show substantial variation in quality. Yet, most studies investigate the creative ideation process in highly controlled laboratory contexts, which challenges the ecological validity of creativity research findings. In this article, we advocate the use of ambulatory assessments of creative ideation to gain deeper insight into the variability of ideation processes (between- and within-subjects) in everyday life. We demonstrate this approach by the example of the ambulatory battery of creativity (ABC), which constitutes a reliable and valid approach to assess divergent thinking ability in the verbal and figural domain in everyday life context. Furthermore, it differentiates between-person and within-person variation of creative ideation performance. The first part of this paper will shortly describe the general approach using ABC as an example. In the second part, we use the 7 C's heuristic to explore applications and implications of this novel method for creativity research. We focus on four C's with special relevance for ambulatory assessment: Creator, Creating, Context, and Curricula. To this end, we review the findings of strongly controlled laboratory studies and discuss and illustrate applications of the ambulatory assessment. We conclude that the assessment of creative ideation performance in the field might help move the spotlight of creative ideation research from the laboratory to more naturalistic settings. This would increase the ecological validity of creative ideation research and facilitate fresh or unprecedented perspectives on past and future questions on a person's creative potential and its moment-to-moment fluctuation.