Morphological analysis (problem-solving)

Morphological Analysis or General Morphological Analysis is a method developed by Fritz Zwicky (1967, 1969) for exploring all the possible solutions to a multi-dimensional, non-quantified problem complex..It is an automatic method of combining parameters into new combinations for the later review of the problem solver. A selection of parameters or attributes is chosen and combinations explored.

Overview

General Morphology was developed by Fritz Zwicky, the Bulgarian-born, Swiss-national astrophysicist based at the California Institute of Technology. Among others, Zwicky applied Morphological Analysis (MA) to astronomical studies and the development of jet and rocket propulsion systems. As a problem-structuring and problem-solving technique, MA was designed for multi-dimensional, non-quantifiable problems where causal modeling and simulation do not function well, or at all. Zwicky developed this approach to address seemingly non-reducible complexity: using the technique of cross-consistency assessment (CCA) (Ritchey, 1998), the system allows for reduction by identifying the possible solutions that actually exist, eliminating the illogical solution combinations in a grid box rather than reducing the number of variables involved. A detailed introduction to morphological modeling is given in Ritchey (2002, 2006).

Morphological Analysis of Real-world Problems

Consider a complex, real-world problem, like those of marketing or making policies for a nation, where there are many governing factors, and most of them cannot be expressed as numerical time series data, as one would like to have for building mathematical models.

The conventional approach here would be to break the system down into parts, isolate the vital parts (dropping the 'trivial' components) for their contributions to the output and solve the simplified system for creating desired models or scenarios. The disadvantage of this method is that real-world scenarios do not behave rationally: more often than not, a simplified model will break down when the contribution of the 'trivial' components becomes significant. Also, importantly, the behaviour of many components will be governed by the states of, and their relations with, other components – ones that may be seen to be minor before the analysis.

Morphological Analysis, on the other hand, does not drop any of the components from the system itself, but works backwards from the output towards the system internals. Again, the interactions and relations get to play their parts in MA and their effects are accounted for in the analysis.

Dimensions in the Analysis

The most important thing to be considered in this respect is to find out when to use morphological analysis. Mainly attribute analysis or breaking down a product or exploring new ideas help to unblock the mind when one gets stuck. A new perspective of thinking is helpful in different domains of business be it in understanding the scope for new product development, identifying the loopholes in the own system and to check competition. Thinking beyond the standard helps one to identify the moves of the competitors, identifying customers’ unmet needs. Also disintegrating the current attributes of a product can unleash newer areas and newer scopes which no one might have thought earlier. Understanding the attributes which were already present may open newer opportunities as well as understanding new combinations of products or services. Traditional Business Models are now fast changing with time. With the advent of brick and mortar companies are complementing their business with e-commerce. The e-commerce model is trying to displace the physical storefront models by taking the demand and supply close to the market. Therefore if the existing processes are not changed and adapted according to the current trends then staying afloat will be difficult. Innovations across supply chain, logistics, bundling of services and information technology are very much evident with newer companies coming up targeting different client base.

Morphological analysis can be compared to business process reengineering wherein the existing system is overhauled. So the implications of morphological analysis have far reaching effects. Selling a turban to the French or selling a raincoat in Thar Desert could be the classic deadlocks that we may face in our life but to materialize them is the actual task.

Basically the principle is to breaking down the problem into smaller bits and seeing what can be done to ensure that all possible aspects are covered. Once the dimensions of the product or the problem has been identified it is suggested to list attributes under each dimension and then take the combination of attributes as stimuli for new ideas finally leading to innovation around a product.

Approach to the Analysis

Morphological analysis requires a judgmental approach as the problems at times are difficult to be quantified. Neither they could be simulated nor modeled based on pre-existing structures as uncertainties are involved. A new product development requires understanding the customers’ expectations and therefore trying to meet them so the unstructured thinking is imperative to add value to the offerings.

The technique can be effectively used with the listing the attributes of the product, service or strategy that one is looking for. Attributes are nothing but parts, properties, qualities or design elements of the thing being under the scanner. However an effective way to leverage the benefits of morphological analysis is to complement the findings along with matrix analysis and brainstorming. Matrix analysis helps in understanding the new market sectors, products and promotional methods and competitive advantages vis a vis competitors. The relevance can be found in terms of leveraging new media for the promotional stunts. Social Media is the buzz word now for campaigns are companies are harnessing the power of these media for better reach to expand the gamut of services.

The key blocks like perceptual, emotional, cultural, environmental, intellectual, and expressive hinder the thought processes and prevent us from realizing the full potential of our fertile minds. Therefore employing unconventional exercises and other interactive elements, individuals, teams, and organizations how to overcome these blocks, embrace alternative ways of thinking about complex problems, and celebrate the joy of creativity.. Value Management and Gap analysis are the two areas where morphological analysis can be effectively used to understand the existing differences and to take necessary actions so that value is created, captured and through revenues and then revenues are transformed in to profits.

Following is an example of a 2*2 matrix which can be used for attribute listing and generating newer concepts around the product.

Products	Attributes
	Purpose	Material	Make	Colour	Shape	New Dimensions
Pen	Write	Plastic/Recyclable Material	Year/Country/Model etc	Red	Round	Add a Usb
Marker	Highlight	Plastic	Indian Company	Pink	Oval	Add a torch,slide changer

Further reading

• Ritchey, T. (1998). General Morphological Analysis: A general method for non-quantified modeling.
• Ritchey, T. (2006). "Problem Structuring using Computer-Aided Morphological Analysis". Journal of the Operational Research Society (JORS), Vol. 57, No. 7.
• Ritchey, T. (2011) Wicked Problems/Social Messes: Decision support Modelling with Morphological Analysis. Berlin: Springer.
• Zwicky, F. (1969). Discovery, Invention, Research - Through the Morphological Approach. Toronto: The Macmillian Company.
• Zwicky, F. & Wilson A. (eds.) (1967). New Methods of Thought and Procedure: Contributions to the Symposium on Methodologies. Berlin: Springer.^
• Levin, Mark Sh. (1998). Combinatorial Engineering of Decomposable Systems. Dordrecht: Kluwer Academic Publishers.
• Levin, Mark Sh. (2006). Composite Systems Decisions. New York: Springer.
• Levin, Mark Sh. (2012). Morphological methods for design of modular systems (a survey). Electronic preprint (arXiv.org). 20 pp.
• Jones, J.C. (1981). Design Methods. Wiley.
• Ayres, R.U. (1969). Technological Forecasting and Long-Time Planning. McGraw-Hill.
• Adams, J.L. (2001). Conceptual blocbusting: A guide to better ideas (4th ed.). New York : Pegasus Books

Course on system design by Mark Sh. Levin. Available since 2004, this includes an extension of morphological analysis as Hierarchical Morphological Multicriteria Design (HMMD).

^ Reprint of New Methods of Thought and Procedure: Contributions to the Symposium on Methodologies is available at www.swemorph.com/ma.html

See also

Corporate strategy Futures studies Influence diagrams Market research Morphological box Portal:Thinking

Scenario analysis Scenario planning Socio-technical systems Stakeholder analysis Strategic planning TRIZ