Six Sigma Tool Navigator: The Master Guide for Teams

2017-07-07 02:10:07

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.