Tool 179: Semantic Intuition

AKA

N/A

Classification

Idea Generating (IG)

Tool description

Semantic intuition is an idea-generating tool used by teams to create a product or process invention by combining words from two or three previously brainstormed lists all related to a problem area. Developed by the Battelle Institute (Frankfurt), the idea is to back into an invention by first naming it, then checking to see if it is feasible to implement. This is the reverse of the usual process of inventing first and then implementing.

Typical application

• To discover an invention by word association.

• To search for creative solutions to a problem.

• To identify word combinations that may result in a new product, process, or service.

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
	Engineering
	Project management
	Manufacturing
3	Marketing/sales
	Administration/documentation
	Servicing/support
	Customer/quality metrics
2	Change management

links to other tools

before

• Brainstorming

• Forced association

• Forced Choice

• Idea Borrowing

• Round Robin Brainstorming

after

• Analogy and Metaphor

• Checkerboard Method

• Creativity Assessment

• Run-It-By

• Presentation

Notes and key points

• Two-and three-word combinations may increase the probability of finding inventions.

• For use by individuals or teams of 6–8 participants.

Step-by-step procedure

• STEP 1 The first step requires the team to define a problem area. See example Lack of Funds to Purchase Training Equipment for Each Classroom; Solution: Portable Flip Chart Easel.

• STEP 2 The team brainstorms two or three wordlists that are linked or related to the problem. Wordlists are displayed side-by-side for the team to view during this process.

• STEP 3 Next, words are combined or associated to form new names or potential ideas. The team systematically scans all wordlists in order to surface many combinations.

• STEP 4 Discussions take place on word combinations that need further exploration. An attempt is made to visualize a new product, process, or service.

• STEP 5 Potential inventions are listed by circling the words and connecting the words with lines (links) drawn from one wordlist to the other(s), as shown in the example.

Example of tool application

Lack of Funds to Purchase Training Equipment for Each Classroom

Solution: Portable Flip Chart Easel