Attribute Listing, Morphological Analysis and Matrix Analysis
Tools for Creating New Products and Services
Attribute Listing, Morphological Analysis and Matrix Analysis are good techniques for finding new combinations of products or services. They are sufficiently similar to be discussed together. We use Attribute Listing and Morphological Analysis to generate new products and services.
How to Use the Tools
To use the techniques, first list the attributes of the product, service or strategy you are examining. Attributes are parts, properties, qualities or design elements of the thing being looked at. For example, attributes of a pencil would be shaft material, lead material, hardness of lead, width of lead, quality, color, weight, price, and so on. A television plot would have attributes such as characters, actions, locations, and weather. For a marketing strategy you might use attributes of markets open to you, uses of the product, and skills you have available.
Draw up a table using these attributes as column headings. Write down as many variations of the attribute as possible within these columns. This might be an exercise that benefits from brainstorming. The table should now show all possible variations of each attribute.
Now select one entry from each column. Either do this randomly or select interesting combinations. By mixing one item from each column, you will create a new mixture of components. This is a new product, service or strategy.
Finally, evaluate and improve that mixture to see if you can imagine a profitable market for it.
Imagine that you want to create a new lamp. The starting point for this might be...