Chapter 5 Morphological Analysis and other paradigm preserving techniques for “Idea Finding”...

Adeyl Khan, Faculty, BBA, NSU1

Chapter 5Morphological Analysis

and other paradigm preserving techniques for “Idea Finding”

Olympus combines products into a single product by using technique of

morphological analysis

Adeyl Khan, Faculty, BBA, NSU

2 in 1- 3 in 1 - … n in 1Recognizing DemandW-10

digital voice recorder Pocket size, ease Digital camera Three hours’ audio material 250 digital photographs Integration with PC

State-of-the-art technology in 2003

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Checklists

The use of questions as spurs to ideation. The simplest set of questions comes from the six basic questions. Why is it necessary? Where should it be done? When should it be done? Who should do it? What should be done? How should it be done?


Example: ‘How to create a friendly atmosphere at work’Why?: to make it easier to communicate

with colleagues and get work done.Where? : especially in meeting where staff

of all grades are present.When?: prior to the meetings taking place.Who? : the departmental manager.What?: tell all staff how a meeting should

be conducted and what is expected of them.

How?: a booklet or leaflet circulated to all staff for guidance purposes.


Checklists …

The following questions might also be usefully applied: Adapt? Modify? Substitute? Magnify/Maximise? Minimise/Eliminate? Rearrange? Reverse? Combine?


Example: ‘A desk’

Adapt?: make it convenient for different sizes of people.Modify?: make it portable.Substitute?: make it of metal instead of wood.Magnify/Maximise?: make the drawer space larger.Minimise / Eliminate? : get rid of protruding handles.Rearrange?: rearrange the location of the drawers and integrated trays.Reverse?: have a detachable/reversible glass/plastic top to the desk.Combine?: combine with chair into an integrated unit.


Checklists … …

The following might also be applied: Add or subtract something Change colour Vary materials Rearrange parts Vary shape Change size Modify design or style


Example: ‘A Wrist-watch’

Add / subtract something - add a compassChange colour - have multicoloured casesVary materials - make cases out of fibre-glassRearrange the parts - have the hours running from 12 to 1 instead of 1 to twelve and make the watch hands move backwardsVary the shape - triangular, hexagon, octagon, square, round, etcChange the size - have many different sizesModify design or style - have frequent updates on style and have designer type labels linked to well known fashion houses


Attribute Listing

Identify problemBreak problem into component partsList the attributes for each part Use in conjunction with other idea- generating techniques to examine all aspects of the problem


Attribute Listing – ‘Improving a torch’Feature Attribute Ideas

Casing Plastic Metal

Switch On/Off On/Off Low Beam

Battery Consumable Rechargeable

Bulb Glass Plastic

Weight Heavy Light


Competitive Repositioning of a ProductDifferentiate it from competitive offerings

1. Product features – such as the low calorie content of some foods.

2. Product benefits – e.g. a particular model of car as ‘the most economical way to get to work by car’.

3. Associating the product with a use or application – e.g. ‘rooh-afza you have for freshen up’.

4. User category – associating the product with a user or class of users – e.g. ‘the car for the business executive’.

5. With respect to competition – e.g. ‘an IBM-compatible microcomputer’.

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Competitive Repositioning of a Product …Product positioning- adjusting from time to

time a competitor’s new product or service has

been positioned next to the brand and this is having an adverse effect on the product or service’s share of the market;

consumer preferences with respect to the product or service have changed;

new customer-preference clusters have been pin-pointed that suggest promising opportunities;

the original positioning was incorrect.12

Find a product and reposition in various dimensions using methods described before for

idea generation


Morphological analysisSystematic way to consider different idea variations

Its emphasis on unrelated stimuliEliminates structured-thinking, analysisExcellent free-association initial-stimulus

What was most helpful about this exercise? What was most challenging? What can we apply? How would you rate the value of this exercise to

helping us with this issue? What did you learn? What will we be able to use from this exercise? What ideas were generated, and which ones were

most interesting?13


Morphological Analysis …

List the dimensions of the product or problemGenerate a list of attributes under each of the dimensionsTake combinations of attributes as stimuli for new ideas

however unusual or impractical they may seemEvaluate promising ideas

Heuristics No more than three dimensions relevant with logical interrelationship


Morphological Analysis ‘Educational Toy for Toddlers’Material Where Used Purpose Felt Cot AlphabetRubber Pram NumbersPlastic Play Pen ShapesWood Beach SoundsTransparent Perspex Car ColorsWool Bath TexturesMetal Garden Co-ordinationInflatable Plastic Holidays SmellLuminescent Construction


Morphological AnalysisGroup Process

experienced people! each record their own ideas A discussion then First agree on dimensions

List attributes within dimension

More cre-activities five most exciting ideas five worst and trying to improve them


YAE

Find a combination!

Time MoneyIrregular hoursUnsociable hoursInsufficient time…

Expensive to pay overtimeCheap to hire temporary staffLack of positive cashflow…


YAE- new product ideaFind a combination!


YAE- encourage new readers to a newspaper by producing a supplement


Morphological Analysis – Related Techniques

Force Fitting TriggersHeuristic Ideation Technique

Component DetailingSequence-Attribute Modification Matrix


Force-fitting TriggersUse visual stimuli

Arbitrary or related?force-fit combinations of attributes form

unrelated object to the problemNarrow down to solution

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Force-fitting Example- improving interdepartmental communications

Bull Airplane Mother-Child

SpainFightingDangerousPowerfulHas hornsSteerPart of the food chain

Jet-poweredBomberFastFlies highUsed in warDestroys enemiesHas a pilot and crew

Safe and secureLoving relationshipWarmFriendlyCaringLasting relationship

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Force-fitting Example- improving interdepartmental communications(1) Has horns + flies high + warm and

friendly Stress the powerful effect and importance of

making sure that all organizational units communicate with one another in a warm and cordial manner.

(2) Steer + has a pilot and crew + lasting relationship Need to provide written guidelines or

training to enable employees to develop durable and lasting good-practice methods of interdepartmental communication. 23


Heuristic Ideation TechniqueBreaks down the structure of existing products

into lists of factors or attributes and match with another

An out-of-town holiday hotel is looking for ideas for augmenting its service to guests; a hospital is used as the other product:

Hotel factors accommodation, entertainment, eating facilities,

transportationHospital factors

nurses, doctors, diagnostic equipment, operating theatres, ambulances

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Heuristic Ideation TechniqueExampleAccommoda

tion•1 nurses•2 doctors•3 diagnostic equipment•4 operating theatres•5 Ambulances

Entertainment

•Nurses•doctors•diagnostic equipment•operating theatres•Ambulances

Eating facilities

•nurses•doctors•diagnostic equipment•operating theatres•Ambulances

Transportation

•nurses•doctors•diagnostic equipment•operating theatres•ambulances

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1 and 2 suggest a resident doctor and nurse.3 suggests the installation of different kinds of non-medical diagnostic equipment 5 suggests a free daily transportation system into the town


Component Detailing The major components of the problem are listed. The attributes of each component are identified and

listed. 3 Different problem components are allocated to

different group members for study. The components and their attributes are studied detail.

A picture is drawn of each component including as much detail as possible.

Drawings are collected and displayed where they are visible to all those involved in the exercise. Displayed, paying attention to their logical ordering.

The collage is reviewed for possible ideas.

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Drawings that vary in size and drawing style---- Ideas!


Sequence-attribute Modification Matrix- Problems with a logical sequence Enumerate the logical stepsFind ways in which the process can be

altered eliminate, substitute, rearrange, reverse,

combine, increase, decrease, magnify …Construct a two-dimensional

Steps vertically and modifications horizontally

Examine the matrix cells for promising change

Suggest ways of introducing the changes28

Attribute listing, checklists and morphological analysis, forced relationships to stimulate ideas


Sequence-attribute Modification Matrix- Problems with a logical sequence

ExampleProblem: poor record of recruitment of

sales office-staff. Staff turnover high and average length of stay less than three

months. Personnel and the line manager recruit and appoint staff.

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Steps followed in the process

Keep records of all jobs in the sales office and their job specifications.

Update and modify job specifications from time to time.

Place advertisement in the media when a vacancy arises.

Send out details of job specifications to all applicants for posts.

Short-list suitable applicants for interview.

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Construct two-dimensional grid

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Get Idea! The way in which job descriptions are kept and the

frequency with which they are updated might be improved. More frequent updates and a review might be productive.

Combined with other job vacancies during advertisement bigger display can be purchased in the press more prospective employees increase the number of outside media advertise it internally Increase the number of times an advertisement appears Quality of the advertisements needs to be looked at. Professional advice of an advertising agency

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Get Idea! … Information given out to prospective applicants

internal marketing operations the job represents a really good opportunity!

How many candidates to interview needs to be reviewed. Consider short-listing more applicants

A single interview lasting half an hour may not be adequate for this type of post. Invited to meet staff in the office over coffee Spend some time in the office in order to get some idea of

the work combined with the formal half-hour interview.

May not make an offer on the same day. It might be better practice to ring the successful candidate

on the day following.


Delta Engineering wants to use morphological analysis Manufacture circuit boards for desktop personal

computers At present it supplies one standardized board

without any sub-assemblies or attachments to a number of different producers of desktop computer

Looking to expand its product-market scope recognizes that tailor-made circuit boards or other partly

assembled boards may be possible avenues for exploration circuit boards are used in many other products

differ in terms of specification for different market segments.

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Assignment: HW-C5 due March 16

Answer “SMS Texting and the Council” case in P 116 of the textbook


Assignment: GW-C5 due March 19

Use morphological and related analysis to find improvement ideas of Wedding Cafeteria Customer service level in a bank Employment turnover Make money on the stock exchange

Analyze using At least 3 techniques each Incorporate all the techniques among different activities

Provide detailed/rough sketch ideas generation process on different techniques

Rank your ideas in three most important dimension

Freemind


Free AssociationsTo study unconsciousness, Freud developed

the technique of free association In free association, patients say everything

that comes to mind without attempting to make meaningful statements

Patients aren’t supposed to edit their thoughts

Analyst would just sit and listen while the patient made their free associations.

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ChecklistsAttribute listingMorphological analysis Force fitting triggersHeuristic ideation techniqueComponent detailingSequence-attribute modification matrix

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Chapter 5 Morphological Analysis and other paradigm preserving techniques for “Idea Finding”...

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