In the entrepreneurship field, the study of entrepreneurial opportunities has been a topic of interest, however, the origin and nature of these opportunities, from the perspective of the person who identifies them, has not been sufficiently studied. The aim of this study was to explore the relationship between the preference of the person in the creative process when he identifies an entrepreneurial opportunity and how he organizes and processes the information to take advantage of that opportunity. Another objective is to analyze the personality traits associated with the creative process and thinking style. To explore these relationships, the responses of 183 people who participated in a contest of business ideas were analyzed. Statistical analysis showed that the strongest relationship between the creative process and thinking style was between Sufficiency of Originality and Ideator variables. The same variables also showed the greatest association with the personality traits of those who participated in the study. Other relationships between the creative process, thinking style and personality traits and their implications are also shown.