Heuristic Ideation Technique

Object of Play

In this simple game, participants use a matrix to generate new ideas or approaches to a solution. The game gets its name from three heuristics—or rules of thumb of idea generation:

• A new idea can be generated from remixing the attributes of an existing idea.
• A new idea is best understood by describing its two essential attributes.
• The more different or surprising the combination of the two attributes, the more compelling the idea.

Number of Players

1–10

Duration of Play

15 minutes to 2 hours

How to Play

To set up the game, participants decide on two categories of attributes that will define their matrix. For example, a toy manufacturer might look at its product line by type (vehicles, figures and dolls, puzzles, and instruments) and by type of play (racing, simulation, construction). Participants use these lists to populate a matrix, creating a grid of new possible combinations.

In playing the game, participants look across the cells for unusual or surprising combinations.  These become the seeds of new ideas.