Type of record:
  • Micro method
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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 Sorgen-Freuden-Schema method provides participants with clarity when it comes to motivations and decisions of the target group. The target group can be the potential user of a new product or a decision-maker who needs to be convinced.

Compared to the Persona method or Empathy-Map in Design Thinking, for example, the Sorgen-Freuden-Schema method remains somewhat more on the surface and takes considerably less time (ten to 15 minutes). Especially for inexperienced innovation teams, this can be a good first exercise in the analysis phase.
  • Effective for all innovation types
  • Effective for incremental innovations and improvements
  • Effective for low complex challenges
  • P2 Analysis (problems - challenges - environment - people - products)
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