Heuristic Ideation Technique

Purpose

The Heuristic Ideation Technique (HIT) uses a matrix of two unrelated attribute lists to force unexpected combinations. By examining every intersection cell, teams escape habitual thinking patterns and discover ideas they would never reach through free-form brainstorming.

At a glance

• Group size: 3–8
• Duration: 30 minutes
• Difficulty: Intermediate
• Facilitation style: Structured, analytical creativity
• Setting: In-person or virtual

How to run

1. Define the two lists (5 min). Create two lists of 5–7 attributes, features, or concepts. List A typically relates to the problem space; List B can be unrelated or from a different domain.
2. Build the matrix (2 min). Draw a grid with List A as rows and List B as columns.
3. Explore intersections (15 min). Working through the matrix, participants generate at least one idea for each cell by asking: “What would happen if we combined A3 with B5?”
4. Highlight winners (5 min). Mark the most promising or surprising combinations. Discuss why they work.
5. Select for development (3 min). Choose 2–3 ideas to prototype or explore further.

Materials needed

• Large paper or whiteboard for the matrix
• Sticky notes for ideas at each intersection
• Markers

Pitfalls & common mistakes

• Lists that are too similar. The power comes from contrast and surprise — use diverse, even unrelated lists.
• Skipping ‘boring’ cells. Often the least obvious intersections produce the best ideas.
• Spending too long on one cell. Keep moving — capture quick sparks and return to the best ones later.

Inclusion & accessibility

• Read out each intersection combination aloud so all participants can engage.
• Allow ideas to be contributed verbally or in writing.
• Use a digital matrix with zoom capability for remote participants.

Variations

• Morphological Box (Zwicky): Extend to 3+ dimensions for more complex problem spaces.
• Random attribute injection: Use a random word generator for List B to maximize novelty.
• Customer + Technology matrix: One list of customer needs, one of emerging technologies.

When NOT to use this

• When the problem is well-defined and needs optimization, not divergent thinking.
• When participants lack enough domain knowledge to meaningfully interpret combinations.

Source & further reading

• Tauber, E. M. (1972). HIT: Heuristic Ideation Technique. *Journal of Marketing.*
• VanGundy, A. B. (1988). *Techniques of Structured Problem Solving.*