CLASS 
A 
PHASE 
Idea Generation 
APPLICATION FIELDS 
New product development, services, patents, value
management 
ASSUMPTIONS 
The morfological analysis is actually a group of
methods that share the same structure. This method breaks down a system,
product or process into its essential subconcepts, each concept representing
a dimension in a multidimensional matrix. Thus, every product is considered
as a bundle of attributes. New ideas are found by searching the matrix
for new combination of attributes that do not yet exist. It doesn’t
provide any specific guidelines for combining the parameters. It tends
to provide a large number of ideas.

PROS 
The morphological analysis has several advantages
over less structured approaches:

CONS 

DESCRIPTION 
Morphological analysis was first applied to the aerospace industry by F. Zwicky, a professor at the California Institute of Technology. Zwicky chose to analyze the structure of jet engine technology. His first task was to define the important parameters of jet engine technology, which include thrust mechanism, oxidizer, and fuel type. He continued, in turn, to break each of these technologies down into its component parts. Having exhausted the possibilities under each parameter heading, the alternative approaches were assembled in all possible permutations: for example, a ramjet that used atmospheric oxygen and a solid fuel. For some permutations, a jet engine system already existed; for others, no systems or products were available. Zwicky viewed the permutations representing "empty cells" as stimuli for creativity and for each asked, "Why not?" For example, "Why not a nuclearpowered ceramic fanjet?" Morphological analysis is a proven ideation method that leads to "organized invention." The technique allows for two key elements:
"Essentially, morphological analysis is a method for identifying and investigating the total set of possible relationships contained in any given, multidimensional problem complex that can be parameterized."[source: www.swemorph.com ] In his main work on the subject, Discovery, Invention, Research through the Morphological Approach (Zwicky, 1966), Zwicky summarises the five (iterative) steps of the process: First step The problem to be solved must be very concisely formulated. Second step All of the parameters that might be of importance for the solution of the given problem must be localized and analysed. Third step
Fourth step
Fifth step
Steps 2 and 3 form the heart of morphological analysis since Steps 1, 4, and 5 are often involved in other forms of analysis. Step 2, identification of parameters, involves studying the problem and present solutions to develop a framework. This step is useful to develop a relevance tree to help define a given topic. Once parameters are identified, a morphological box can be constructed that lists parameters along one dimension. The second dimension is determined by the nature of the problem. Morphological box "The approach begins by identifying and defining the parameters (or dimensions) of the problem complex to be investigated, and assigning each parameter a range of relevant ”values” or conditions. A morphological box – also fittingly known as a ”Zwicky box” – is constructed by setting the parameters against each other in an ndimensional matrix. Each cell of the ndimensional box contains one particular ”value” or condition from each of the parameters, and thus marks out a particular state or configuration of the problem complex. This is the point: to examine all of the configurations in the field, in order to establish which of them are possible, viable, practical, interesting, etc., and which are not. In doing this, we mark out in the field what might be called a ”solution space”. The ”solution space” of a Zwickian morphological field consists of the subset of configurations, which satisfy some criteria. However, a typical morphological field can contain between 50,000 and 5,000,000 formal configurations, far too many to inspect by hand. Thus, the next step in the analysissynthesis process is to examine the internal relationships between the field parameters and "reduce" the field by weeding out all mutually contradictory conditions. This is achieved by a process of crossconsistency assessment: all of the parameter values in the morphological field are compared with one another, pairwise, in the manner of a crossimpact matrix. As each pair of conditions is examined, a judgment is made as to whether – or to what extent – the pair can coexist, i.e. represent a consistent relationship. Note that there is no reference here to causality, but only to internal consistency."[source: www.swemorph.com ] 
TRAINING
MATERIAL 

CORRELATE TECHNIQUE 

REFERENCES 
