New research from eco-friendly toilet paper company, Who Gives A Crap, released ahead of World Creativity Day on May 30 has revealed that over a quarter of Brits (27 per cent) have cracked a winning idea while in the bathroom.

The research also found that more than half (53 per cent) said their lightbulb moment struck when they were, quite literally, sitting on the edge of their (toilet) seat.

And now, an entrepreneur from Blackburn has explained just why some of Britain's best ideas are conceived in the bathroom.

Psychologist and wellbeing consultant, Lee Chambers, who runs Essentialise Workplace Wellbeing, said: "For many people, going to the toilet is something we take for granted and may potentially see as an inconvenience in our busy lives.

"But what is abundantly clear from this research and the many anecdotes shared, is that the bathroom is a playground for ideas, creativity and innovative thinking alike."

According to the survey of 2,000 adults, Brits spend an average of 140 hours every year on the porcelain throne and feel most creative mid-morning.

The research has shown the bathrrom is also a place where many Brits seek solace from everyday trials and tribulations.

In fact, nearly a quarter of those surveyed (24 per cent) said the bathroom is their space of choice for moments of reflection and some welcome headspace.

Brits say they love the serenity of the loo because it’s a place they can embrace some “me time” (49%), it offers a peaceful environment (48%) or because it’s somewhere they can “lock themselves away from the outside world” (43%).

Mr Chambers, who has partnered with Who Gives A Crap on the research continued: "We enter into solitude when we close the bathroom door - a rare occasion in our increasingly ever-connected and stimulating world - which allows us to unlock our creativity for the following reasons:

"1. Alone time allows our minds to wander and daydream, connecting insights and creating space for ideas to come together - this gives us a less tunnelled, wider view of the landscape where creativity can flow

"2. The lack of digital and electronic stimulation allows our brains to activate our default mode network - we become less alert and pressured, giving our minds freedom to explore different pathways and conjure ideas that fall outside our usual focused thinking

"3. Going to the bathroom cuts off all other decisions and gives us a moment where we are not having to make a range of choices - this spare capacity can foster innovation as our medial prefrontal cortex becomes active.”

Mr Chambers also shared his top tips on how Brits can turn their bathroom into a living ‘Think Tank’, which include keeping devices out to embrace the boredom of a trip to the toilet; considering natural materials and textures; and having dim lighting that doesn't overstimulate.

Simon Griffiths, CEO and co-founder of Who Gives A Crap, said: “The pace of modern life can be exhausting and sometimes all we need is a room with a door where we can be at one with our thoughts to get those creative ideas flowing.

"I need no convincing that the bathroom is the place to go - the idea for Who Gives A Crap came from the W.C. after all.

“We learnt that billions of people don’t have access to a toilet, so I sat on a toilet in our draughty warehouse until we had raised enough to start production.

"It took 50 hours. Since then we have, and will continue to donate 50 per cent of all of our profits to help billions of people in need get access to clean water and sanitation.”