6.1. brainstorming method

The method is based on the psychological laws of collective activity and is based on the fact that the creative activity of each person is often restrained for one reason or another, among which a significant place is occupied by various barriers: psychological and communicative, social and pedagogical. The target orientation of brainstorming (brainstorming) involves ensuring the process of generating ideas without their analysis and discussion by the participants, and the success of its implementation depends on the observance of two main principles:

1) the group can produce more ideas when working together High Quality than at individual work the same people, due to the synergistic effect;

2) if the group is in a state of generating ideas, then the process of creative thinking cannot be hindered by a premature subjective evaluation of these ideas.

The essence of the method is to give each member of the group the right to express a variety of ideas about the options for solving the problem, regardless of their validity, feasibility and logic. The more offers, the better. Participants of the discussion get acquainted with information about the nature of the problem in advance. All proposals are listened to without criticism and evaluation, and their analysis is carried out centrally after the completion of the process of hearing options based on the notes made.

As a result, a list is formed in which all submitted proposals are structured according to certain parameters-limitations, as well as according to their effectiveness.

When brainstorming (storming) they deal with an unlimited discussion, which is carried out mainly in groups of 4-10 participants. Brainstorming alone is also possible. The greater the difference between the participants, the more fruitful the result (due to different experience, temperament, work areas).

Participants do not need deep and long training and experience in this method. However, the quality of the ideas put forward and the time spent will show how familiar the individual participants or target groups are with the principles and basic rules of this method. It is positive that the participants have knowledge and experience in the area under consideration. The duration of the brainstorming session can be selected from a few minutes to several hours, the duration of which is generally 20-30 minutes.

6.2. Delphi method

The aim of the method is to obtain a high level of confidence in consensus information from a panel of experts. The method was developed by employees of the American company Rand Corporation in 1964.

It implements an attempt to eliminate the contradiction that arises when organizing the work of a group of experts. Its essence lies in the fact that if experts are interrogated independently of each other, then deviations within large limits are possible. And if experts are allowed to interact and exchange opinions in the process of work, then this can lead to the appearance of assessments imposed by authoritative colleagues.

Therefore, when applying the Delphi method, a procedure is carried out that ensures the exchange of information about arguments and answers, without direct interaction of experts with each other. Direct discussions of experts are replaced by individual surveys, which take place according to a specific program in several stages (Fig. 6.1).

The polling steps are repeated as many times as necessary to reach a consensus decision.

The Delphi method is often used in cases where group gathering is not possible. Moreover, in accordance with the methodology, members of the group are not allowed to meet and exchange views on the problem being solved; independence of opinions is ensured. However, the time spent on developing solutions increases significantly.

Development is carried out in the following sequence:

Group members are invited to respond to a detailed list of questions on the issue under consideration;

Each participant answers questions independently and anonymously;

The results of the answers are collected in the center, and on their basis an integral document is compiled containing all the proposed solutions;

Each member of the group receives a copy of this material;

Familiarization with the proposals of other participants may change the opinion about options solutions;

The previous two steps are repeated as many times as needed to reach an agreed upon solution.

This method is applicable when there are no time limits for making a decision and agreed decisions are made by the experts themselves.

6.3. Heuristic methods

Heuristics is a science that studies productive creative thinking (heuristic activity). Heuristic methods are special methods used in the process of discovering something new. Heuristics are experience-based: rules, strategies, good practices, simplifications, or other means that significantly limit the search space for solutions to complex problems. Heuristic methods are based on the effects of "insight" and synergy, typical conditions for the application of these methods are as follows: lack of time to justify the problem situation, overload of information that makes it difficult to process it.

The most well-known heuristics are the availability heuristic, the representativeness heuristic, the binding and matching heuristic.

Availability heuristic: People rate events that are easier to query from memory as more likely than information that is harder to query. It is considered easier to retrieve from memory what a person can remember vividly, figuratively, and what happened recently.

The representativeness heuristic is understood as the degree of correspondence or similarity between a sample and the population, an element and a class or category, an action and an actor, an effect and a cause, or, more generally, a correspondence between an outcome and a model. People consider events more likely if they correspond to a common prototype, that is, a typical representative of the concept, and at the same time, in their assessments, they often ignore significant signs population. They neglect the initial data, the size of the group and the probability of occurrence.

Finally, people render their scores using the anchoring and matching heuristics. Based on an (insignificant) baseline, they make incorrect estimates or, when new information is available and taken into account, they do not sufficiently “correct” the estimates with the existing state of affairs.

6.4. Methods of morphological analysis

Method of morphological analysis. The term "morphology" (the doctrine of form, Gr. morphe - form and logos - teaching) was introduced in 1796 by Goethe - the founder of the morphology of organisms, the doctrine of the form and structure of plants and animals. Later, the morphology of man, soils, etc. appeared. The method is based on combining selected elements or their features in the process of finding solutions to problems. Within the framework of this method, all possible elements are determined on which the solution of the problem may depend, the possible values ​​\u200b\u200bof these elements are listed, and then the process of generating alternatives begins by enumerating all possible combinations of these values. For the first time, morphological analysis was used to solve technical problems in 1942, when the Swiss astronomer F. Zwicky began to develop rocket engines at Aerojemne Engineering Corporation.

The construction of morphological matrices allows you to quickly and accurately navigate the variety of concepts and factors. Classification is one of the most important elements of creative activity.

When using this research method, the object must be divided into functional parts (functional morphological features), such, without which the object will not perform its functions. Then you should write out separately morphological features and write down information about them (implementation options) without connection with the object (product), i.e. apply morphological features to other similar products. The analysis of the obtained variants reveals their combinations, which can be missed during the usual enumeration.

6.5. Synectics method

Synectics method. William Gordon (the author of synectics), in an effort to turn the productive process that takes place in the subconscious when solving a problem, from implicit to explicit, from spontaneous to consciously controlled, in 1960 introduced a conscious search for analogies within a certain procedure (Fig. 6.2).

The term "synectics" means the combination of dissimilar elements, the connection of various, often obviously incompatible parts. The very idea of ​​synectics is to unite individual "creators" into a single group for the joint formulation and solution of problems. In general, synectics includes two basic processes:

1) the transformation of the unfamiliar into the familiar;

2) the transformation of the familiar into the unfamiliar.

In the situation of association, participants are required to express their thoughts and feelings about the creative task.

To activate thinking and manage it, Gordon used four types of analogies: direct; personal; symbolic; fantastic.

Therefore, the method is based on the use of unconscious mechanisms that manifest themselves in a person's thinking at the time of creative activity.

Unlike brainstorming, this requires a special and lengthy preparation of the group. The work of the group takes place in two stages. The task of the first is to make the unusual familiar. To do this, by generalizing various situations An unusual problem or object is placed in a familiar context with the help of the analogy method, and its unusualness disappears. After that, the second stage begins, the task of which is to make the familiar unusual (to return to the original problem).

6.6 Methods collective associations

In the method of associations, the main sources for generating ideas are randomly selected concepts and the resulting associations and metaphors.

For the emergence of associations and the generation of ideas, it is advisable to use various metaphors: binary analogous metaphors; metaphors - catachreses containing contradictions; riddle metaphors. The technology of free associations is based on such principles as free associations, anti-conformity, delayed critical analysis.

Association garland method. The method of garlands of associations and metaphors is a development of the method of focal objects. First, the definition of object synonyms is given, as a result of which a garland of synonyms is formed. All elements of the garland of synonyms are combined with each element of the garland of random nouns.

6.7 Methods using cards

Card-based methods keep participants anonymous group work, so they are often used when there are conflicts in the group putting forward ideas. Conflicts do not allow the creative, constructive nature of decisions to manifest. In addition, verbal descriptions discipline the participants, making demands on the conciseness of expressing thoughts, and allow you to visualize the process of generating ideas, thereby connecting additional channels of perception and creating additional associations.

Methods using cards include: Crawford's questionnaire method; method 635; generic resemblance diagram; dissection technique.

Review questions

1. List the characteristics of methods for generating alternatives. Methods for connecting alternatives.

2. The essence of the brainstorming method.

3. The essence of the Delphi method.

4. Appointment of heuristic methods.

5. Methods of morphological analysis.

6. Possibilities of using the method of collective associations.

7. Appointment of synectics methods.

Systematic problem solving Yury Nikolaevich Lapygin

14.5. Method of collective associations

A single flame can light a million candles.

Joseph O'Connor, Ian McDermott

In the method of associations, the main sources for generating ideas are randomly selected concepts and the resulting associations and metaphors.

For example, associations to the word “ice”: glass (brittle, transparent, slippery, etc.), snow (ice is derived from snow, if the latter is poured with water in the cold), oil (melts like ice). Further - the following association: butter - knife - narrow blade.

There may be another chain of associations: glass - glass cutter (break) - again fragility. Another option: ice - wet frozen snow - melts under the sun - a completely black body - water - a water cushion.

This option is also possible: ice rings - ringing - sound - ultrasound (use of ultrasound). In these examples of associations, the object is ice. But what if we make the ship the object of changes?

As can be seen from the example, for the emergence of associations and the generation of ideas, it is advisable to use various metaphors: binary analogous metaphors; metaphors-catahreses containing contradictions; riddle metaphors. The technology of free associations is based on such principles as free associations, anti-conformity, delayed critical analysis.

The rules for the implementation of the method provide for their specifics for both organizers and participants. The parameters of the association method are shown in fig. 14.6.

This text is an introductory piece. From the book Advertising text. Methodology of compilation and design author Berdyshev Sergey Nikolaevich

Appendix A working dictionary of associations (Compiled according to the "Dictionary of Associative Norms of the Russian Language" and the electronic resource www.busbook.narod.ru) GRANDMA: strong associations - grandfather, old, old, kind, my, old woman, good, granddaughter, dear; medium associations - gray-haired,

From the book The Practice of Advertising Text author Nazaikin Alexander

From the book Self-Confidence by Keenan Keith

The crab method When someone makes a hurtful remark in an unrestrained way, the best way out may be to retreat. Step aside - this is what a disturbed crab does. Sometimes you just can't find an answer that allows you to show yourself better side. So it's better

From the book Marketing: Cheat Sheet author author unknown

From the book Human Resource Management for Managers: tutorial author Spivak Vladimir Alexandrovich

Pay systems based on collective performance Planned daily wages This scheme involves time or bonus pay for a group of workers normally employed physical labor inside or outside the enterprise, for a fixed and in advance

From the book Unconscious Branding. Using the latest achievements of neuroscience in marketing author Praet Douglas Wang

From the book Systematic Problem Solving author Lapygin Yuri Nikolaevich

14.7. The method of garlands of associations If the idea is not absurd from the very beginning, then it has no hope. Albert Einstein The method of garlands of associations and metaphors is a development of the method of focal objects and includes the procedures shown in fig. 14.8. First given

Synectics method

Methods of morphological analysis

Method of morphological analysis. The term ʼʼmorphologyʼʼ (the doctrine of form, Gr.
Hosted on ref.rf
morphe- shape and logos- teaching) introduced in 1796 ᴦ. Goethe is the founder of the morphology of organisms, the doctrine of the form and structure of plants and animals. Later, the morphology of man, soils, etc. appeared. The method is based on combining selected elements or their features in the process of finding solutions to problems. Within the framework of this method, all possible elements are determined on which the solution of the problem may depend, the possible values ​​\u200b\u200bof these elements are listed, and then the process of generating alternatives begins by enumerating all possible combinations of these values. For the first time, morphological analysis was used to solve technical problems in 1942 ᴦ., when the Swiss astronomer F. Zwicky began to develop rocket engines at the Aerojemne Engineering Corporation.

The construction of morphological matrices allows you to quickly and accurately navigate the variety of concepts and factors. Classification is one of the most important elements of creative activity.

When using this method of research, it is extremely important to divide an object into functional parts (functional-morphological features), such, without which the object will not perform its functions. Next, you should write out separately morphological features and write down information about them (implementation options) without connection with the object (product), ᴛ.ᴇ. apply morphological features to other similar products. The analysis of the variants obtained reveals their combinations, which are missed in the usual enumeration.

The method of syn-ectics. William Gordon (the author of synectics), trying to turn the productive process that takes place in the subconscious when solving a problem, from implicit to explicit, from spontaneous to consciously controlled, in 1960 ᴦ. introduced a conscious search for analogies within a certain procedure.

The term ʼʼsynecticsʼʼ means the combination of dissimilar elements, the combination of various, often obviously incompatible parts. The very idea of ​​​​synœctics is to unite individual ʼʼcreatorsʼʼ into a single group for the joint formulation and solution of problems. In general, synectics includes two basic processes:

1) the transformation of the unfamiliar into the familiar;

2) the transformation of the familiar into the unfamiliar.

In a situation of unification, participants are required to express their thoughts and feelings about the creative task.

In the method of associations, the main sources for generating ideas are randomly selected concepts and the resulting associations and metaphors.

For the emergence of associations and the generation of ideas, it is advisable to use various metaphors: binary analogous metaphors; metaphors-catahreses containing contradictions; riddle metaphors. Association garland method. The method of garlands of associations and metaphors is a development of the method of focal objects. First, a definition of object synonyms is given, as a result of which a garland of synonyms is formed. All elements of the garland of synonyms are combined with each element of the garland of random nouns.