Associations and Analogies

We solve problems every day using analogies based on associations we have formed over time. This set of association standards is the source of our psychological bias. These association standards give us our ability to problem solve quickly but also limits the search space were we typically solution hunt. Therefore, our standard associations are helpful and harmful. In times where we are faced with flight-or-flight situations, quick decisions are demanded. In these cases, association standards based on our automatic intellectual function are appropriate and can create the ideal rapid response for our preservation. In situations where we don’t need rapid decision making it is imperative that we do don’t base our problem solving on these association standards. We need to utilize an expanded set of associations in order to bypass our standard bias. There are many techniques that can be used in order to change our association set. Let’s look at the focal analogy method.

Forced Analogy Method

The focal analogy method is a technique that drives ideation by helping the problem solver to formulate a non-standard association set. This takes place in a very simple fashion using three phrases that will stimulate ideation:

How is my problem like a ___________ (insert random object)?

The problem solver uses this phraseology in order to create novel associations. The random object should be generated in a manner that insures independence from any particular aspect of the specific problem (e.g., select a word at random from a dictionary or use special analogy cards). As the problem solving team answers the question with the random object inserted, a list of associations is created. Each association possesses traits specific to it and can be listed. The next step is for the problem solving team to use the association traits to brainstorm specific solutions to the problem in question. The brainwriting technique could also be used if a non-verbal ideation process if preferred.

We look to the realm of medical devices to demonstrate an example of the forced analogy model using the first phrase. The system in question is a device for cutting and clamping a vein/artery during surgery. The device resembles a pair of ergonomically designed scissors with a power source coupled to the mechanism to provide energy during use. A problem in this system is associated with the angle of approach to the vein/artery to be cut. If the angle is not 90 degrees then there is a quality loss. How is my angle of approach problem like a crocodile (selected at random)? If we list properties or traits of the crocodile we can make a new list of potential analogic vectors for association forming (idea generation). A crocodile:
(1) Has sharp teeth
(2) Has a powerful jaw
(3) Has a tough outer skin
(4) Has water resistant cover for eyelids (could list more but this is sufficient for illustrative purposes)
(5) Has a head that can turn to attack

We can then use each trait and create ideas using brainstorming which in this case is constrained by our new association vectors (the crocodile traits):

Ideas:

(1) We can serrate the blade so that cutting effectiveness is enhanced regardless of angle of approach
(2) We can design an alignment mechanism that orients the cutting blades as they are closed around the vein/artery
(3) Could create a blade pivot that would allow the angle of approach to be other than 90 degrees but then allow the cut to be 90 degrees

We could go on creating ideas but this demonstrates the principle.

The second phrase that could be used is:

How may I solve my problem with a ______________ (insert random object)?

This phraseology also allows the team to create additional novel associations. The method of random object generation should be consistent with the method used previously. Again, this technique will cause the problem solvers to form new associations which will be leveraged for ideation.

If we continue with our previous example we could create the phrase “How may I solve this problem with an elephant?”. We need to list traits specific to an elephant:
(1) Long trunk
(2) Big Ears
(3) Very strong
(4) Very heavy
(5) Tusks

We now use these traits to create associations and solutions to our angle of approach problem:

(1) Make the handles longer and articulated like an elephant’s trunk to make achieving required angle easier
(2) Increase the blade thickness to reduce impact of approach angle
(3) Create a guild mechanism that engages the vein exterior and may then be adjusted to modify angle of approach prior to cut

The final phrase used to force analogic thought is:

How would ___________________ (insert famous figure’s name) solve this problem?

Associations are then formed between the selected person (fictional, living, or historic) and the problem in question. The characteristics of the person are also listed. These associations and characteristics are used to ideate in a similar fashion using the previous two phrases.

Again using our previous system, “How would Oprah Winfrey solve this problem?”.

Listing well-known traits of Oprah is useful:

(1) Industrious
(2) Hard working
(3) Compassionate
(4) Would use experts
(5) Apply money to the problem
(6) Smart

We can now use these traits to create ideas:

(1) Use experts to redesign the device
(2) Find an alternate technology for cutting and clamping
(3) Find a way to achieve objective that may not require cut and clamp

These techniques, under the forced analogy methodology umbrella, allow us to create solution concepts based on non-typical associations. This is critical as otherwise the problem solvers will create solutions similar to those they typically create. This does not expand the search space or increase the likelihood of finding the ideal solution. Psychological bias is not defeated naturally. Methods like forced analogy are important as they give problem solvers constructs that may be used to defeat psychological inertial predictably.