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

links to other tools

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