HIT Matrix

Type of record:
  • Micro method
  • Creativity technique
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


HIT Matrix stands for the abbreviation from Heuristic Ideation Technique and was invented and described by Edward M. Tauber. The idea behind this is to combine the product and product characteristics of two (or more) completely different products and to create completely new approaches for a new product.

This completely new approach often provides a springboard for new ideas and impulses and is therefore used very specifically in early phases of idea generation, but also for idea enrichment. It raises both the common team creativity and often meets multiple customer expectations.
  • Effective for incremental innovations and improvements
  • Effective for low complex challenges
  • Effective for medium complex challenges
  • Effective for product innovations
  • Effective for radical innovations
  • Effective for service innovations
  • P5 Idea Finding (ideation - idea generation - creative phase - incubation)
  • P6 Idea enrichment (idea combination - idea integration)
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