Idea Generation
Heuristic Ideation Technique (HIT)
Overview
Heuristic Ideation Technique (HIT) is a technique that uses the components of 2 items to create new ideas using a combinatorial matrix. For instance combining a china mug and a greeting card, gives you the idea of a card that can 'be used more than once' and that can hold things. HIT comes from its use of the 3 rules of thumb:
That new ideas are usually combinations of elements of existing ideas;
That the core of many new product ideas can often be captured by a two-element combination; and
That combination of dissimilar items ('chalk/cheese') work better than similar items ('chalk/limestone').
It is best used for any number of people.
What to do
Undertake Heuristic Ideation Technique in the following 6 steps:
- The facilitator asks participants to choose two items of interest that already exist, e.g. if I sell novelty goods, I might select a particular china mug with a floral decoration on it, and a particular novelty greetings card.
- Then participants make a list of components for each item, e.g. for the mug: handle, square shape, coloured china, floral decoration, coffee sized, etc. and for the cards: glitter decoration, poetic message, can be sent by post, etc.
- The facilitator asks participants to construct a matrix, where the rows list the components of the one product, the columns list the components of the other, and each cell corresponds to a combination of one element from each product.
- Participants are asked to identify any cells that have potential.
- The facilitator asks participants to look at the table from another angle, trying to identify any cells that look creatively thought provoking, but in need of more work.
- Finally the facilitator guides a discussion to develop the highlighted cells into workable ideas writing the ideas in a flipchart.
People
Works best with any number of people.
Problem solving characteristics
This technique is primarily used to think of improvements for existing items or products.
Creative phases
Heuristic Ideation Technique is useful if you want to generate ideas by combination of attributes.
Location
Any quiet space according to the number of participants attending.
Equipment
Chairs for all participants as well as a table, a matrix template, a flipchart and pens.