Morphological Analysis Of Fritz Zwicky

Morphological analysis was devised by a Swedish astrophysicist, Fritz Zwicky, who devised a structured method for investigating into many possible relationships of complex problems. It combines many methods which may have similar structures to breakdown a system , process or product into essential sub-parts, each part representing a dimension in a multi-dimensional matrix. Morphological analysis brings together two components such as dimensions and options of dimensions. These dimensions and options are placed in various combinations to assess the possibilities. These combinations are then repeatedly combined to generate ideas leading to a creative solution.

Steps to be followed by a company which is wanting to use Morphological analysis …show more content…
What can be copied?
Whom can we emulate?
3 Modify Can the product be changed in terms of Colour, Sound, Odour, Form, and Shape?
4 Magnify How to make the product stronger, higher, add extra value, multiply?
5 Minimise What to subtract? Lower? Smaller? Streamline? Understate?
6 Substitute What else instead? Any other material, approach?
7 Rearrange Any other pattern, layout, sequence, change of pace, change of schedule?
8 Reverse Can it be turned upside down? Reversed role? Change positive to negative?
9 Combine How to blend, combine units, purpose, ideas or appeals?

Attributes listing, Morphological analysis and Osborn’s question checklist is used when a product , process , system or solution is in hand. These techniques are usually oriented towards creative modifications. They are aimed at elaborative creativity.

IV Breakthrough thinking : This is a technique which has evolved over a period of time and it utilizes the various creativity techniques such as Brainstorming , Metaphorical thinking , Synectics and questions checklist. Breakthrough thinking follows a series of steps which help in finding solutions to complex