Use it when exploring new and different ideas.
Use it to help unblock you when you are stuck.
Use it to force a different way of thinking.
How to use it
Define the problem
Identify the objective of the creative session, defining the problem in
a short and clear statement.
Identify attributes and values
List the things about the situation that can be varied or changed in
some way. Select a subset of two to six variables to investigate further.
These will normally be significant parts of the situation.
For each of the variables from step 3, list possible values they may
have, including those away from the conventional values (you can be
creative at this step too).
Find a way of combining items from the lists you have created. If there
are only two lists, then a matrix may be used as in the example below.
Another way is to have six variable in each list and throw one die per
list to select items to combine. You could also write them on cards and
pick them from six ‘hats’ (the methods are as many as you can imagine).
Repeatedly combine selections of ideas generated, forcing all items
together to build a creative solution. Do not worry too much at this time
if the ideas are not particularly feasible as they may be developed at a
later stage or used to trigger other creative possibilities.
Select ideas to use or develop into practical solutions to your
An artist, looking for new ways of creating artwork, identifies two
attributes, 'materials' and 'canvas', and then lists the values these can
take (e.g. 'ink' is a value of 'materials'). She then brings these
together in the table below to explore possible combinations.
||Motor oil floating in glass tank
||Appliqué with dyed strips
||Applied directly over brickwork
||Wood and clay sculptures
||Glued then painted over
||Blown onto glued wall
||Translucent colored leaves
How it works
Despite its wonderful name (given to it by its originator,
Fritz Zwicky), Morphological Analysis works through very simple processes,
using two common principles of creativity:
forced association. The
problem is broken down into component variables and possible values identified
for each. The association principle is then brought into play by ‘banging
together’ multiple combinations of these values.