Tool 81: Forced Association

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Michalski W. J., King D. G.

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Tool 81: Forced Association

AKA

Direct Association

Classification

Idea Generating (IG)

Tool description

The forced association technique is an idea generation tool that allows a team to associate or connect pairs of unrelated concepts, ideas, or terms to search for potential solutions, improved processes, or new products and services.

Typical application

To generate ideas for new products and services.
To provide an opportunity for team creativity and innovation.
To allow an individual or team to think in many different ways.

Problem-solving phase

	Select and define problem or opportunity
	Identify and analyze causes or potential change
	Develop and plan possible solutions or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

	Research/statistics
1	Creativity/innovation
4	Engineering
	Project management
	Manufacturing
3	Marketing/sales
	Administration/documentation
	Servicing/support
	Customer/quality metrics
2	Change management

before

Brainstorming
Brainwriting pool
Phillips 66
Reverse brainstorming
Focus group

after

Criteria filtering
Run-it-by
Different point of view
Consensus decision
Team process assessment

Notes and key points

Brainstorm several lists of 10 concepts, ideas, and terms. This enables a team to significantly increase the number of possible connections.

Step-by-step procedure

STEP 1 The team brainstorms four or five lists of 10 unrelated concepts, ideas, or terms.
STEP 2 The team then mixes all items of randomly selected items and assigns them to two columns . See example Sports with Marketing Research.
STEP 3 The team systematically scans each pair and checks for emerging ideas.
STEP 4 This process continues and potential ideas are recorded.
STEP 5 Lastly, the team performs criteria filtering to produce a list of high potential or great ideas.

Example of tool application

click to expand

Tool 82: Forced Choice

AKA

Forced Comparison

Classification

Decision Making (DM)

Tool description

The forced choice technique is a team decision making process in which previously identified options are compared against team-established criteria. Criteria may include implementation time, cost of change, feasibility, effectiveness, and so on. Options are systematically compared with all other options, and a tally mark is assigned to the option considered best. Total marks for each option determine ranking.

Typical application

To identify a preferred alternative or choice on the basis of rating and ranking criteria.
To search for quick results and choices.
To arrive at a team decision from a list of options.

Problem-solving phase

	Select and define problem or opportunity
	Identify and analyze causes or potential change
	Develop and plan possible solutions or change
	Implement and evaluate solution or change
	Measure and report solution or change results
	Recognize and reward team efforts

Typically used by

	Research/statistics
	Creativity/innovation
	Engineering
3	Project management
	Manufacturing
	Marketing/sales
2	Administration/documentation
	Servicing/support
	Customer/quality metrics
1	Change management

before

Brainstorming
Consensus decision
Starbursting
Problem selection matrix
Solution matrix

after

Numerical prioritization
Cost-benefit analysis
Resource Requirement Matrix
Factor analysis
What-if analysis

Notes and key points

If two options receive the same number of evaluation marks (see this example, options number 3-4), then rank this tie as 5.5 for both to account for rank positions 5-6.
Lowest rank is considered best option.

Step-by-step procedure

STEP 1 The facilitator displays a list of previously recorded options for solutions or improvements. See example Reduce Defects per Unit (DPU) Levels.
STEP 2 Next, the facilitator asks participants if any of the options shown need clarification .
STEP 3 The criteria or standard for evaluation of options against each other is discussed and finalized.
STEP 4 The team starts to compare each option against all other options in descending order, for example, option 1 and option 2 as compared to stated criteria. Best option receives a tally mark. Continue with options 1 and 3, etc.
STEP 5 When all options have been compared with option 1, then option 2 is compared with all subsequent options and best options receive a mark. This process continues until all comparisons have been made.
STEP 6 The number of marks are totaled and the highest total is assigned rank 1. Rank 1 is the best option for lowering the DPU level quickly, as shown in this example.

Example of tool application

click to expand

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Michalski W. J., King D. G.

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