APPLICATION OF METHODS FOR GENERATING NEW IDEAS

ABSTRACT

The article presents the study of the morphological analysis of Fritz Zwicky, which is a systematic search for new ideas. As well as the study of the possibility of using this method of generating ideas in everyday life.

Keywords: idea generation; method; analysis; matrix.

When a person has been successfully operating in a certain field for a long time, it may seem that some innate qualities and character traits contribute to his success. In reality, outstanding projects are not created by themselves, and even the most exceptional practitioners are forced to work on developing more and more original solutions.

Idea generation is one of the most difficult processes, therefore, in order to achieve certain results, it is necessary to master various creative methods. The use of such methods is the key to the development of creative abilities necessary for modern specialists. In this article, we will take a detailed look at one of these methods of generating ideas, namely the morphological analysis of Fritz Zwicky.

The essence of morphological analysis is to find all possible options for implementing an object or solving a problem by constructing multidimensional matrices and combining their elements.

This method is based on the construction of a matrix in which all the main parameters of the object are listed along the vertical axis, and the largest possible number of options for their implementation is indicated along the horizontal axis. Combining the obtained variants of the object elements leads to the generation of creative ideas and solutions.

The purpose of the method is to expand the field of search for new ideas by systematically creating and researching as many combinations of object features and alternative solutions to the problem as possible.

The mechanism of the method consists in compiling the most complete list of possible options for representing system parameters, creating and selecting their optimal combinations.

The main functions of morphological analysis:

1. It is used to analyze and solve complex, practical problems and find the best solutions among a wide variety of possibilities.

2. The method is most effective in solving applied problems and design developments, designing new products, goods and services.

Basic principles of morphological analysis:

1. The unity of analysis and synthesis.

Morphological analysis is based on a universal method of analysis and synthesis in which the opposite components interpenetrate and complement each other. The principle of unity of analysis and synthesis operates in all spheres of human activity.

2. The structural-parametric principle. The implementation of this principle makes it possible to present each object as a system of interrelated structural components, essential parameters, as well as actual and potential connections between them. This method is associated with the disclosure and modeling of structural relationships between various aspects of an object or problem. It is a tool for identifying and exploring sets of possible combinations, configurations, and relationships between elements.

3. The principle of combination.

It is based on a combination of two principles: combination and compatibility, the first of which allows you to bring together several different elements, and the second determines the possibility of creating their optimal patterns and ideal patterns.

Morphological analysis is based on combining selected elements or their features in the process of finding solutions to problems. This method helps to create and select new useful or potential combinations of attributes that may represent future new products and services.

4. The principle of ordering and systematic sorting of options. 

The purpose of morphological analysis is to streamline the process of nominating and considering various solutions to this problem.

Ordering the method of studying the structure and parameters of an object and systematizing the enumeration of their representation options allows you to expand the field of all possible solutions and find new, unexpected options that have not been considered before. A systematic study of all conceivable combinations and alternatives generates new valuable information about ways to improve facilities and effectively solve the problems posed.

Procedure and stages:

In the most general form, morphological analysis is represented by three main stages:

1. Creating a matrix and a solution space.

2. Identify possible configurations and consistency constraints.

3. Evaluation and selection of the most productive ideas and solutions.

An important procedure in the analysis process is to reduce the total set of possible combinations to a smaller set of internally consistent configurations representing the "solution space". Tom Ritchie called this process a "mutual consistency assessment" (CCA).

The method of morphological analysis is so universal that it can be used in any field – from creativity to cookie making. In the latter case, the elements can be as follows:

Size: small, medium, large, huge.

Base: chocolate, oatmeal, banana, vanilla.

Filling: custard, strawberry, raspberry, chocolate.

Texture: smooth, lumpy, porous, smooth.

If we want to cook something new, we can create 256 different baking combinations based on these parameters alone.

Now let's imagine what possibilities this technique gives if we create a character. The more parameters (criteria), the more combinations will be available. This applies to both his appearance and character, past, and demeanor.

In general, many problems can be solved using the method. The task is only to break down a system, product, or problem into its components and place it in a multidimensional table. Then we just select interesting combinations and analyze each of them. Some can be discarded immediately, others will be considered unsuitable after small experiments, but some will be useful.

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