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


The aim of the bisociation method is to break down thought patterns. Terms, objects or images that trigger associations and have nothing to do with the given basic problem are used as aids. The term bisociation refers to the creative process in which objects, images, concepts or ideas from very different conceptual frames of reference are linked with one another.

The term bisociation was introduced by Arthur Koestler in reference to the word association and is today regarded as one of the basic terms in both creativity and humor research. Bisoziation describes the breakthrough of established mental routines as a creative basic concept. While association designates mental connections on one level, bisociation goes beyond this by linking concepts from two levels that are usually not assigned to each other.

The results of a bisociation meeting can lead to three major discoveries:
1. to joke - because from the coincidence of things that do not belong together comedy can also develop.
2. to knowledge and discovery - because the coming together of two elements not yet thought together can lead to a surprising and new insight.
3. to understand - because the coming together of new elements can also lead to a deeper understanding of contexts.

Bisociation thus brings together two previously unconnected dimensions of thought. The effectiveness of the method, however, is strongly dependent on the choice of the two dimensions of thinking which must be brought together, i.e. one must know beforehand exactly where one must search, because for every useful analogy there are hundreds of useless ones, therefore careful examination is required.

Bisociation is particularly suitable for brainstorming in the fields of advertising and marketing. Here the number of useful results is always very high, since even the craziest analogies are used.
  • Effective for all innovation types
  • Effective for incremental innovations and improvements
  • Effective for low complex challenges
  • Effective for medium complex challenges
  • Effective for radical innovations
  • P5 Idea Finding (ideation - idea generation - creative phase - incubation)
  • P6 Idea enrichment (idea combination - idea integration)
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