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Emotive Word Analysis

Background: A random technique. In deadlocked structures or processes it can be helpful to receive an external impulse to get the process going again.

Goal: The stimulus word analysis sets unexpected chains of association in motion. An idea-seeking group arranges the creative process around a limited number of randomly selected stimulus words that are not related to the problem area. Example from primary school: "write a story with the emotive words "giraffe, christmas, jack".

Approach: After carefully defining the problem, create a list of emotive words, for example by blindly tapping a word in a book or catalog (set 3-7). Then a stimulus word is broken down into word elements: e.g. sequences, shape, functions, forms and usage.example: Problem: Development of a new shoe model. Emotive word: "fish". Word elements: shape (fins, spindle shape, scales etc.); processes (element water, swimming, wriggling, oxygen); function (food chain, meat, caviar, ornamental fish); use (filleting knife, fishing, trawler, nets) etc. Conclusion: After a limited time, the chain of associations is partially transferred to the theme: shark leather shoes, with scaly pattern, waterproof, with seafarer's designs, etc.

Advantage: Quick, easy and inexpensive. Especially when other methods seem to be exhausted, the stimulus word analysis potentially sets off completely new chains of association.

Disadvantage: With sensitive topics (e.g. inclusion of population groups) and very spirited teams, potentially too many and not target-oriented ideas.

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