Objective: It is one of the most valuable techniques for generating a large number of ideas in a short period of time and it was developed in the technological works of astrophysics and space research carried out in the forties, as a result of the work of the astronomer Fritz Zwicky.
It is a combinatorial technique of creative ideation consisting of decomposing a concept or problem into its essential elements or basic structures.
With its features or attributes a matrix is built that will allow us to multiply the relationships between such parts. Thus, in its most basic form, Morphological Analysis is nothing more than the generation of ideas through a matrix.
Steps to follow:
1. Specify the problem.
2. Select the parameters of the problem. To determine if a parameter is important enough to add, ask yourself: "Would the problem still exist without the parameter I am thinking of for the matrix?"
3. Make a list of the variations. Below each parameter you have to list as many variations as you want for that parameter. The number of parameters and variations will determine the complexity of the matrix.
Generally, it is easier to find new ideas within a simple framework than within a complex one.
For example, a matrix with ten parameters, each of which has ten variations and produces 10 billion potential combinations.
4. Try different combinations.
When the matrix is complete, you have to randomly walk through the parameters and variations, selecting one or more from each column and then combining them in entirely new ways. You can examine all the combinations in the matrix to see how they affect the problem.
If you are working with a matrix that contains ten or more parameters, it may be useful to examine the entire matrix at random, and then gradually narrow down to portions that are particularly successful.
It is a very suitable technique for generating ideas in exploratory work, but it is also distinguished by its complexity to carry it out. It is very suitable for:
- New products or services or modifications to existing ones Applications for new materials New market segments New ways to develop a competitive advantage New promotional techniques for products and services Identification of opportunities for the location of new business units.
Example: A publisher is looking for new products and decides to work with four parameters: classes of books, specific properties of books, own publishing processes and the type of information support. Let's look at a matrix of editorial ideas.
| Class | Properties | Processes | Shapes | |
| one | Fiction | Sound (audio, books) | Acquisition of originals | Large format gift books |
| two | Non-fiction | Color | Production | Bulletin |
| 3 | Classics | Texture | Marketing | Anthologies |
| 4 | "How to…" books (cooking, home care, etc.) | Social responsibilities | Traditional or non-traditional distribution | software |
| 5 | Business | Illustrations | Writing software | Bound |
| 6 | Textbooks | Essence: paper or floppy disk | Balance | Rustic |
| 7 | Children | Odor | Advertising | Prize |
| 8 | Religion | Exercises, games or puzzles | Time from manuscript to finished product | Magazine |
| 9 | Mystery | Taste | Knowledge or entertainment | Loose leaves |
| 10 | sports | Large, small or rare structure | Layout and format | Packed with other products |
Based on this creative matrix, the best possible combinations are expanded and self-defined, after all, inventions are often new ways of combining old things.
Example: You try to improve the design of a pen.
| Cylindrical | Material | Top | Ink Fountain |
| Multi-sided | Metal | Glued lid | No spare |
| Square | Glass | Capless | Permanent |
| In the form of beads | Wood | Retractable | Spare paper |
| In the form of a sculpture | Paper | Disposable cap | Refill made of ink
|
Improvement: A cubic pen, one of its edges writes leaving six faces for announcements, calendars, photos, and has no refill.
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