The Method of Trisociation

THE METHOD OF TRISOCIATION: AUGMENTING CREATIVITY USING GENERATIVE AI
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THE METHOD OF TRISOCIATION: AUGMENTING
CREATIVITY USING GENERATIVE AI
T. T. Eapen
Initial Version: June 17, 2023 | Latest Revision: November 26, 2023
ABSTRACT
This monograph presents an extensive exploration of the method of trisociation, a
relatively unknown technique for divergent thinking that fosters the emergence of novel
ideas by interconnecting three distinct concepts. Trisociation builds upon the well-
known method of bisociation, which involves juxtaposing two unrelated concepts to
uncover fresh insights. While trisociation has been briefly mentioned by Victor Papanek
in the book ‘Design for the Real World’ first published in 1971, it has not been extensively
studied as a creativity technique. This paper aims to address this gap by offering a
comprehensive analysis of the trisociation technique, encompassing its underlying
principles, processes, benefits, limitations, and potential applications. The paper also
explores the different ways in which the utilization of generative AI tools, such as large
language models (LLMs), can enhance and support the application of the trisociation
method by human ideators.
CITATION
Eapen, T. T. “The Method of Trisociation: Augmenting Creativity Using Generative
AI.” SSRN, June 17, 2023. http://dx.doi.org/10.2139/ssrn.4603145.
Electronic copy available at: https://ssrn.com/abstract=4603145

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THE METHOD OF TRISOCIATION:
AUGMENTING CREATIVITY USING GENERATIVE AI
INTRODUCTION..................................................................................................................3
THE METHOD OF BISOCIATION.............................................................................................4
TRISOCIATION AS AN EXTENSION OF BISOCIATION........................................................6
THEORETICAL BACKGROUND ..........................................................................................7
THE LOGIC OF TRISOCIATION................................................................................................9
JUMP-OFF POINTS FOR IDEAS...............................................................................................11
TRISOCIATION: SOME KEY PRINCIPLES........................................................................ 13
THE TRISOCIATION PROCESS ...............................................................................................14
APPLICATIONS OF TRISOCIATION.......................................................................................14
LIMITATIONS AND CHALLENGES.........................................................................................14
RESOLVING BISOCIATION INCONGRUITY .........................................................................16
THE HEGELIAN DIALECTIC ....................................................................................................19
TRISOCIATION WITH GENERATIVE AI........................................................................... 20
FROM PROTOIDEA TO METAIDEA.......................................................................................28
THE STG MODEL.......................................................................................................................30
FORM AND FUNCTION IN PRODUCT DESIGN...................................................................31
BIOINSPIRED CONCEPTS ........................................................................................................34
CREATIVE LEARNING...............................................................................................................39
TRISOCIATION MAPS...............................................................................................................39
ICOSAHEDRAL DICE EXERCISES ...........................................................................................41
STRUCTURAL RELATIONSHIPS .............................................................................................43
IDEA REFINEMENT ...................................................................................................................45
HUMOR AND STORYTELLING ...............................................................................................46
SEMANTIC RELATEDNESS OF CONCEPTS...........................................................................48
SECONDARY SCHEMAS ...........................................................................................................56
TRISOCIATION AND TRIANGULATION.......................................................................... 60
UNCONSTRAINED TRISOCIATION .......................................................................................63
CONSTRAINED TRISOCIATION .............................................................................................69
MEDIATED TRIANGULATION ................................................................................................70
ANALOGICAL THINKING ........................................................................................................71
DISCUSSION ....................................................................................................................... 72
REFERENCES....................................................................................................................... 73

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INTRODUCTION
In this work, we present an in-depth exploration of the method known as
“trisociation,” which is a divergent thinking technique that supports the generation of
novel ideas through the association of three distinct concepts. Trisociation is an
extension of the method of bisociation, as originally described by Arthur Koestler.1
Bisociation involves juxtaposing two seemingly unrelated concepts to uncover fresh
insights. Trisociation builds upon this idea by incorporating a third concept, allowing
for even more diverse associations. While the trisociation technique itself is not
entirely new, it has not been extensively studied or thoroughly described elsewhere, as
far as our current knowledge indicates. In his book, Design for the Real World,2 Victor
Papanek included trisociation as a method of fostering creativity alongside bisociation.
Despite its inclusion in Papanek's work, the trisociation technique has not received
substantial attention or documentation in academic research or literature.
It is also worth noting that the term “trisociation” is not commonly found in
most dictionaries, and its absence from standard references implies its relative novelty
and limited usage. Additionally, while “bisociation” is recognized as a valid word in the
game Scrabble®, “trisociation” is not officially listed in Scrabble® word lists.3
Nevertheless, online resources such as wiktionary.org4 and wordsense.eu5 provide
definitions of trisociation as “a blending of elements drawn from three previously
unrelated patterns of thought into a new pattern.” This definition expands upon the
concept of bisociation by incorporating an additional dimension of creative synthesis.
The term ‘trisociation’ has also been utilized in various unrelated contexts. Bronwyn
Davies uses the term to describe the process in which children merge and juxtapose
three distinct frames of reference: their own culture, adult culture (albeit with a twist),
and the rules governing adult-child interactions.6 This process allows them to create
humor and entertainment. Tom McArthur employs the term to describe the tripartite
relationship observed in English words involving from Greek, Romance, and Germanic
sources.7
In this article, we aim to shed light on the trisociation as a general creativity
and idea-generation technique, exploring its underlying principles, processes, and
potential applications. By understanding and harnessing the power of trisociation,
individuals can expand their divergent thinking capabilities and enhance their ability
to generate innovative ideas by integrating seemingly disparate concepts. Compared
to bisociation, trisociation offers a larger number of jump-off points for generating
new ideas, especially when working with a larger set of base concepts. By combining
1
Arthur Koestler, The Act of Creation (New York: Penguin Books, 1964).
2
Victor Papanek, Design for the Real World: Human Ecology and Social Change (New York: Pantheon
Books, 1971).
3
"ScrabbleTM Check," Collins Dictionary, accessed November 25, 2023,
https://scrabble.collinsdictionary.com/check/.
4
Wiktionary, s.v. "Trisociation," last modified September 22, 2020,
https://en.wiktionary.org/wiki/trisociation.
5
WordSense Dictionary, s.v. "Trisociation," accessed November 25, 2023,
https://www.wordsense.eu/trisociation/.
6
Bronwyn Davies, “An analysis of primary school children's accounts of classroom interaction,” British
Journal of Sociology of Education 1, no. 3 (1980): 257-278.
7
Tom McArthur, “English in Tiers,” English Today 6, no. 3 (1990): 15-23.

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three concepts instead of two, trisociation expands the combinatorial possibilities and
opens a vast landscape of exploration, facilitating the generation of a greater variety of
unique ideas. In the context of trisociation, the use of generative AI models can
further enhance human creativity. By leveraging AI to suggest concepts or generate
ideas based on given prompts, trisociation can be augmented, leading to a broader
range of creative possibilities. The integration of generative AI within the trisociation
framework provides an exciting avenue for exploring the potential synergy between
human ideators and AI systems.8
THE METHOD OF BISOCIATION
The method of bisociation is a cognitive process that involves combining two
seemingly unrelated or disparate ideas or concepts to generate creative insights and
innovative solutions. This method emphasizes the ability to make connections
between different domains of knowledge or experience and harnesses the power of
associative thinking. Koestler proposed that the human mind operates on multiple
levels of consciousness, with each level representing a distinct matrix of ideas,
concepts, or mental frameworks. These matrices can range from scientific knowledge
and logical thinking to artistic inspiration and emotional intuition. Bisociation
embodies the belief that that creative thinking arises from the intersection of different
matrices.
Bisociation involves the intentional juxtaposition of two seemingly unrelated
concepts, ideas, or perspectives, aiming to uncover novel connections and generate
fresh insights. By combining disparate elements, individuals engage in cognitive leaps,
breaking away from conventional thinking patterns and fostering imaginative
breakthroughs. The core principle behind bisociation is that the collision of two
different mental frameworks sparks a creative spark, leading to the emergence of
innovative ideas. The method of Bisociation has been studied as an educational and
pedagogical tool in varied domains including art,9 mathematics,10 and religious
studies.11
The key aspect of bisociation is the intentional act of bringing together two
matrices that are normally kept separate, allowing their unique elements to interact
and create new associations. By combining unrelated concepts, bisociation challenges
conventional thinking patterns and opens up new possibilities for problem-solving,
innovation, and artistic creation. At the heart of bisociation lies the recognition that
creativity thrives on the clash of diverse ideas. By merging two seemingly unrelated
matrices, individuals can create an intellectual collision that gives birth to innovative
and unique solutions. This process requires a certain level of cognitive flexibility and
the willingness to explore unconventional connections. One example of bisociation in
action can be found in the field of technology. Steve Jobs, the co-founder of Apple Inc.,
8
Tojin T. Eapen, Daniel J. Finkenstadt, Josh Folk, and Lokesh Venkataswamy, "How Generative AI Can
Augment Human Creativity," Harvard Business Review 101, no. 4 (2023): 76-85.
9
Falk Heinrich, "Bisociation of Artistic and Academic Approaches in Problem-Based Projects," Journal
of Problem Based Learning in Higher Education 6, no. 1 (2018): 88-105.
10
Bronislaw Czarnocha, "Arthur Koestler’s Bisociation Theory," in Creativity of an Aha! Moment and
Mathematics Education, (Brill, 2021), 31-56.
11
J. G. Du Plessis, "Teaching Biblical Studies Creatively: A Theological Perspective," Scriptura: Journal for
Biblical, Theological and Contextual Hermeneutics 34 (1990): 28-37.

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was known for his ability to blend seemingly disparate ideas and concepts to create
revolutionary products. For instance, the concept of the iPhone was a result of
merging the functionalities of a phone, an iPod, and a personal computer into a single
device. This bisociation of different matrices led to the creation of a groundbreaking
product that transformed the way we communicate, consume media, and interact
with technology.
Similarly, in the realm of art and literature, bisociation has played a significant
role in the creation of masterpieces. The surrealist movement, led by artists like
Salvador Dali and René Magritte, relied heavily on the juxtaposition of unrelated
elements to challenge traditional notions of reality. By merging seemingly incongruent
ideas, the surrealist artists created thought-provoking and visually striking works that
pushed the boundaries of artistic expression. Moreover, bisociation has also been
applied in scientific discoveries and breakthroughs. Sir Isaac Newton's theory of
gravitation, for instance, emerged from a bisociation of his observations of falling
apples and the mathematical principles he had learned. This combination of natural
phenomena and mathematical concepts led to the formulation of one of the
fundamental laws of physics.
In addition to its application in specific domains, bisociation can also enhance
interdisciplinary thinking. Many of the most significant scientific and technological
advancements have emerged from the cross-pollination of ideas across different
disciplines. By bridging the gaps between diverse fields, researchers and innovators
can leverage the power of bisociation to find creative solutions to complex problems.
Furthermore, bisociation can be cultivated through various techniques and practices.
One such technique is the use of analogy and metaphor, which allows individuals to
draw connections between unrelated domains. Metaphors enable us to perceive
similarities and make sense of abstract concepts by linking them to more tangible or
familiar ideas. By employing metaphors, individuals can access different mental
matrices and facilitate the process of bisociation.
Another approach to fostering bisociative thinking is through exposure to
diverse experiences and knowledge. By engaging with different cultures, disciplines,
and perspectives, individuals can expand their mental matrices and increase the
likelihood of making novel connections. This can involve reading books from various
genres, attending interdisciplinary conferences, or collaborating with people from
different backgrounds. Furthermore, creating an environment that encourages open-
mindedness and experimentation is crucial for promoting bisociation. Organizations
and educational institutions can cultivate a culture that values the exploration of
unconventional ideas and welcomes diverse perspectives. By providing individuals
with the freedom to explore and combine different matrices, institutions can foster a
fertile ground for creative thinking and innovation.
Despite its potential benefits, bisociation also presents challenges and
limitations. The process of combining unrelated ideas requires careful discernment to
ensure that the resulting associations are meaningful and relevant. Without a
discerning approach, the act of bisociation can lead to random and unproductive
connections. It is essential to strike a balance between divergent thinking and
convergent thinking to harness the full potential of bisociation. Moreover, the
effectiveness of bisociation may vary depending on the individual's level of expertise
and familiarity with the matrices being combined. A deep understanding of the

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separate matrices is crucial for recognizing meaningful connections and generating
valuable insights. Therefore, individuals must invest time and effort in developing
knowledge and expertise in the domains they wish to bisociate. The process of
bisociation often involves several stages:
1. Exploration: Engage in a wide range of learning experiences and accumulate
knowledge from various domains. This step allows you to develop a diverse set
of mental matrices or frameworks.
2. Identify the problem or objective: Clearly define the problem or objective you
want to address or achieve. This provides a focus for your bisociative thinking
process.
3. Identify matrices: Select two distinct matrices or mental frameworks that are
seemingly unrelated to the problem or objective at hand.
4. Form connections: Seek connections or associations between the elements of
the two matrices. Look for patterns, similarities, or contrasts that can provide
new insights or perspectives.
5. Generate ideas: Allow the cross-pollination of ideas between the two matrices
to generate new and unconventional solutions or perspectives related to the
problem or objective.
6. Evaluate and refine: Evaluate the ideas generated through bisociation,
considering their feasibility, practicality, and potential impact. Refine and
develop the most promising ideas further.
7. Implement and iterate: Implement the selected ideas and continue to refine
them through an iterative process. Test and adapt the ideas based on feedback
and real-world results.
TRISOCIATION AS AN EXTENSION OF BISOCIATION
Trisociation may be viewed as an extension of the method of bisociation. Victor
Papanek listed trisociation, along with bisociation, brainstorming, synetics,
morphological analysis, sliding scales, bioinics and biomechanics, and forcing new
thinking patterns, as the eight methods that can help overcome the seven blocks that
inhibit the novel solving of tasks: perceptual, emotional, associational, cultural,
professional, intellectual, and environmental. While Papanek devoted more than three
pages to describing how bisociation may be used, the method of triscociation is
limited to a brief paragraph that alludes to the large number of ideas that could be
generated using this method. Papanek also describes the use of three icosahedral dice,
each with 20 faces, to generate 8000 forced associations using the method of
trisociation.12
In addition to bisociation, there are several other creativity techniques that
share similar objectives and principles. One such method is the forced association
technique, which encourages individuals to deliberately link unrelated concepts,
thereby fostering the discovery of unexpected connections and stimulating creativity.
This approach pushes individuals to think beyond the boundaries of their usual
thought processes and explore unconventional associations, often leading to inventive
12
Papanek, Design for the Real World, 181.

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solutions. Another related technique is the remote association technique, which
involves finding a link between three seemingly unrelated words. By mentally
connecting these disparate terms, individuals enhance their ability to generate original
ideas and approach problems from unique angles.
THEORETICAL BACKGROUND
The Method of Trisociation is a powerful cognitive tool that stimulates
creativity and promotes innovative thinking by combining three conceptually related
or distant elements. Rooted in the concept of associative thinking, trisociation enables
individuals to generate novel ideas, solutions, and insights by exploring connections
between seemingly unrelated concepts. This article explores the fundamental
principles of trisociation, its cognitive mechanisms, and its practical applications
across various domains. By understanding and harnessing the potential of trisociation,
individuals and organizations can unlock new levels of creativity and drive meaningful
innovation.
The theoretical basis for bisociation can be traced back to Aristotle's theory of
metaphor in ancient Greece.13 Aristotle recognized that metaphors involve the
mapping of attributes from one domain onto another, creating new meanings and
insights. The cognitive scientist Gilles Fauconnier and the linguist Mark Turner
developed the theory of conceptual blending in the 1990s based on Koestler’s work on
bisociation.14 They proposed that conceptual blending is a fundamental cognitive
process underlying human creativity and the generation of new ideas. Fauconnier and
Turner described how elements from different mental spaces are selectively mapped
onto a blended space, creating new connections and inferences.
At the core of conceptual blending theory are mental spaces, which can be
thought of as conceptual containers that store knowledge and information. Mental
spaces are cognitive constructs that allow us to organize and manipulate different
aspects of our experiences and knowledge. Structure mapping is a fundamental
process in conceptual blending that facilitates the integration of elements from
different mental spaces. It involves finding correspondences between the elements of
two or more mental spaces and creating systematic mappings that align their
structural and relational properties. Structure mapping helps establish connections
and identify similarities and differences, enabling the creation of blended spaces.
Conceptual integration networks, also known as blend networks, are the result of the
blending process. They are composite mental spaces that emerge when elements from
different input spaces are combined and integrated. These blend networks often
exhibit emergent structure, introducing new concepts, relations, and inferences that
go beyond the input spaces. Conceptual blending has been applied to various
domains, including psychology, artificial intelligence, and the study of creativity. It has
found applications in fields such as cognitive linguistics, cognitive science, philosophy,
and education.
13
Samuel R. Levin, “Aristotle's Theory of Metaphor,” Philosophy & Rhetoric 15, no. 1 (1982): 24-46.
14
Gilles Fauconnier and Mark Turner, “Conceptual Blending, Form and Meaning,” Recherches en
communication 19 (2003): 57-86.

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For example, let us suppose that a team of product designers is tasked with
creating a new smartphone that stands out in a crowded market. They apply
conceptual blending to generate innovative ideas. The designers start by identifying
two mental spaces: "nature" and "technology." The "nature" mental space includes
elements such as organic shapes, natural materials, and sustainability, while the
"technology" mental space comprises elements like sleek designs, cutting-edge
features, and connectivity. Through structure mapping, the designers find
correspondences between the elements of these mental spaces. They identify that both
"nature" and "technology" have concepts related to efficiency, balance, and user
experience. Using this insight, they create a blended space where the natural and
technological aspects are combined. In the blended space, the designers imagine a
smartphone with a sleek, organic design inspired by natural forms, like flowing curves
and smooth textures. They integrate sustainable materials such as recycled metals and
biodegradable components. The user interface takes inspiration from intuitive
interactions found in nature, incorporating gestures that mimic natural movements.
As a second example consider a marketing team is developing a brand
storytelling campaign for a clothing company that specializes in sustainable fashion.
They utilize conceptual blending to create a compelling narrative that connects with
their target audience. The team identifies two mental spaces: "nature" and "fashion.”
In the "nature" mental space, they consider elements such as natural beauty, harmony,
and environmental consciousness. In the "fashion" mental space, they explore
elements like style, self-expression, and personal identity. Through structure mapping,
the team identifies correspondences between these mental spaces, such as the
concepts of authenticity, craftsmanship, and conscious consumption. Using these
correspondences, they create a blended space where the beauty of nature and the
world of fashion intertwine. In this blended space, they craft a brand story that
emphasizes the brand's commitment to sustainable materials, ethical production
practices, and a connection to the natural world.
Another basis for both trisociation and bisociation can be found in the
associative theory of creativity. The associative theory of creativity emphasizes the role
of associations and connections in the creative process. According to this theory,
creative ideas arise from the combination of previously unrelated or loosely associated
elements. These associations can occur through various cognitive processes, such as
analogical reasoning, metaphorical thinking, and the activation of remote or distant
associations. Sarnoff A. Mednick proposed the associative theory as a framework to
explain the generation of creative ideas.15 Mednick argued that creative thinking
involves the ability to forge connections between ideas or concepts that are not
typically associated with each other. The roots of the associative theory can be traced
to Charles Spearman who proposed the concept of "associative memory" as a
component of intelligence, suggesting that individuals with high associative memory
are more likely to exhibit creative thinking.16
In his research, Mednick explored the concept of “remote associates,” where
individuals are presented with three seemingly unrelated words and must find a
common link. This task reflects the cognitive process of making connections between
15
Sarnoff Mednick, “The Associative Basis of the Creative Process,” Psychological Review 69, no. 3 (1962):
220.
16
Charles Spearman, Creative Mind (Cambridge: The University Press, 1930).

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disparate elements, which is central to creative thinking. Mednick's contributions to
the associative theory of creativity are significant. He developed the Remote
Associates Test (RAT), a widely used psychological test that measures an individual's
ability to make remote associations. The RAT assesses the creative thinking ability by
presenting participants with three unrelated words and asking them to identify a
fourth word that connects the three given words. Mednick's research using the RAT
demonstrated that individuals with high scores on the test tend to exhibit greater
creative problem-solving abilities.
The process of trisociation can be utilized to alleviate schema incongruity that
arises from the bisociation of two concepts. George Mandler presents an intriguing
possibility, suggesting that even in the presence of schema incongruity, positive affect
can be generated if access to an alternate schema is available.17 To illustrate, let's
consider the unrelated concepts of 'fish' and 'bicycle.' When these concepts are
bisociated, schema incongruity emerges. However, introducing a third concept that is
closely related to both fish and bicycle, such as 'sustainability,' can partially resolve the
incongruity. For instance, the notion of a fish riding a bicycle to promote sustainability
might evoke more positive affect compared to a fish simply riding a bicycle.
The related conceptual metaphor theory suggests our understanding of abstract
concepts is shaped by metaphorical mappings from more concrete domains.
According to this theory, we use metaphors as a means to comprehend and make
sense of abstract concepts by mapping them onto more tangible and familiar concepts.
Key contributors to the conceptual metaphor theory include George Lakoff and Mark
Johnson. In their seminal work "Metaphors We Live By," Lakoff and Johnson proposed
that metaphor is not merely a linguistic device but a fundamental cognitive
mechanism that structures our thoughts and perceptions.18 They argued that
metaphorical mappings, such as "love is a journey" or "time is money," are pervasive in
our everyday language and shape how we conceptualize and experience the world.
Since Lakoff and Johnson's groundbreaking work, numerous scholars have expanded
on the conceptual metaphor theory, exploring its implications in various domains
such as emotions, politics, and culture. These include Zoltán Kövecses, Ray Gibbs, and
Mark Turner, among others, who have further developed and applied the theory in
their research.
THE LOGIC OF TRISOCIATION
It is helpful to consider why using the method of trisociation is helpful or
warranted. The foundations of the logic of trisociation can be found in associationism.
Associationism is a psychological theory that emphasizes the idea that complex
mental processes, such as learning and memory, are composed of the association of
simple ideas or sensations. It suggests that the human mind organizes experiences by
forming connections between different elements in the environment. These
connections, known as associations, are the building blocks of thought and behavior.
The associationism school of thought is a psychological perspective that emphasizes
17
George Mandler, "The Structure of Value: Accounting for Taste," in Affect and Cognition: The 17th
Annual Carnegie Symposium on Cognition, ed. M. S. Clark and S. T. Fiske (Hillsdale, NJ: Erlbaum, 1984),
Center for Human Information Processing Report 101.
18
George Lakoff and Mark Johnson, Metaphors We Live By (University of Chicago Press, 2008).

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the role of associations in learning, memory, and cognition. It posits that complex
mental processes and behaviors are formed through the association of simple ideas or
sensations. The associationism approach suggests that the mind organizes information
by forming connections between different elements in the environment.
The associationism theory finds its roots in Plato's Phaedo, particularly in the
concept of anamnesis. The idea of association, as demonstrated by Simmias and the
lyre, is highlighted as elements of similarity and contiguity. However, it is Aristotle
who is credited with originating associationism thinking based on a passage that
explains the process of Reminiscence. According to Aristotle, when we engage in
Reminiscence, we go through a series of precursor movements until we reach a
movement that is habitually associated with what we are seeking. This process
involves exploring the mental connections from the present or other experiences,
based on their similarities, differences, or proximity. Through this process,
Reminiscence is achieved, as the subsequent movement is already partially
accomplished due to the preceding associations. The associationism school gained
significant prominence during the 18th and 19th centuries, particularly with the works
of British empiricists like John Locke, David Hume, and later, James Mill and his son
John Stuart Mill.
John Locke (1632-1704) proposed the theory of empiricism, asserting that all
knowledge comes from experience. He believed that the mind is a blank slate (tabula
rasa) at birth and that associations between simple ideas form the basis of complex
thought. In Chapter 33 of his book "An Essay Concerning Human Understanding"
titled "Of the Association of Ideas," John Locke introduced the concept of "association
of ideas.”19 In this chapter, Locke explores the various methods through which ideas
can be linked or interconnected with one another. Hume expanded on Locke's ideas
and argued that associations are formed through three principles: resemblance,
contiguity, and cause and effect. He emphasized the importance of experience and
observation in shaping human understanding.
The associationism perspective gained further traction with the advent of
experimental psychology. Researchers such as Edward Thorndike and Ivan Pavlov
conducted influential experiments on animal learning, contributing to the
understanding of associative processes. Thorndike's "puzzle box" experiments
demonstrated that animals learn through trial and error, forming associations
between specific behaviors and their consequences. Pavlov's classical conditioning
experiments showed how associations are formed between neutral stimuli and
meaningful stimuli, leading to conditioned responses. The associationism school of
thought has had a lasting impact on psychology, providing a foundation for theories
and research in areas such as learning, memory, and cognitive processes. While
contemporary psychology has expanded to include other perspectives, the principles
of associationism continue to be relevant in understanding how experiences shape our
thoughts, behaviors, and mental representations.
19
John Locke, An Essay Concerning Human Understanding, ed. P. H. Nidditch (Oxford: Oxford
University Press, 1979), 1690.

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Gluksberg reviews the key works of three individuals whose works contribute
to our understanding of trisociation – Koestler, Mandler, and Berelyne.20 For this, we
first turn to the concept of bisociation, and why it is useful model. Koestler, in his
work attempts to show how bisociation is different from association. According to
Koestler, the the creative process, ranging from ordinary wordplay to extraordinary
discoveries, occurs unconsciously through the merging of two distinct matrices or
frameworks, a process known as bisociation. Bisociation sets itself apart from
association by initially keeping the two elements separated within their respective
frameworks. When idea A and idea B come together for the first time, their
coincidental encounter is evaluated as either creative or noncreative based on whether
or not they belonged to the same matrix prior to their convergence. If idea A and idea
B were already part of the same matrix, the act is deemed uncreative. However,
according to Gluksberg, Koestler provides no directions on classifying matrices and
not provide a way of distinguishing bisociation from association other than
perceptions of creativity of the outcome. Consequently, Gluksberg finds Koestler’s
theory to be “fascinating, sparking, and unconvincing.”
Next, we turn to the work of Daniel Berlyne (1924-1976) was a prominent
psychologist known for his significant contributions to the field of aesthetics and the
study of human creativity. Berlyne proposed the arousal-seeking theory, which
suggests that humans are motivated to seek out and engage with stimuli that offer an
optimal level of arousal.21 According to this theory, individuals are attracted to stimuli
that are neither too simple nor too complex, striking a balance between novelty and
familiarity. Berlyne proposed the concept of “conflict” as a key element in aesthetic
experience.22 He argued that exposure to stimuli that contain conflicting or
contradictory elements leads to heightened arousal and interest.
JUMP-OFF POINTS FOR IDEAS
Jump-off points refer to the initial concepts or stimuli used to kickstart the
process of generating new ideas and connections. They serve as the starting point for
trisociation, providing a foundation from which creative associations and associations
can emerge. The selection of jump-off points is a critical step in the trisociation
process, as they set the stage for exploring new connections and relationships between
concepts. These initial concepts can be related or unrelated, depending on the desired
outcome and the specific problem or challenge at hand. Jump-off points can be
derived from various sources, including existing concepts, objects, words, images, or
even abstract ideas. They can be chosen based on their relevance to the problem being
addressed or based on their potential to spark innovative thinking. The goal is to
select concepts that have the potential to lead to unexpected associations and novel
insights.
Trisociation, as a creativity technique, warrants careful study due to its
immense potential in yielding a substantial array of jump-off points for generating
20
S. Glucksberg, "Review: II, The Problem of Human Thought," review of Thinking: From Association to
Gestalt; The Act of Creation; Structure & Direction in Thinking by J. M. Mandler, G. Mandler, A. Koestler,
D. E. Berlyne, American Scientist 53, no. 2 (June 1965): 299-301.
21
Daniel E. Berlyne, Conflict, Arousal, and Curiosity (New York: McGraw-Hill, 1960).
22
Daniel E. Berlyne, Aesthetics and Psychobiology (New York: Appleton-Century-Crofts, 1971).

12
new ideas. This technique holds particular promise when compared to bisociation,
especially when working with a larger set of base concepts exceeding five. To better
understand its effectiveness, let us delve into an illustrative example of an ideation
activity employing concept cards. In this ideation activity, participants are presented
with a diverse collection of concept cards, each depicting a unique idea, theme, or
concept. These cards serve as the building blocks for the creative process. Each
participant is randomly assigned a certain number of these concept cards, providing
them with a foundation from which to generate fresh associations and novel
connections. If the bisociation method is employed, the ideator is assigned two cards,
whereas with the trisociation method, three cards are provided to facilitate the
ideation process.
The objective of this activity is for participants to utilize the concepts depicted
on their cards to generate innovative ideas that blend and interrelate these concepts.
The advantage of trisociation becomes particularly evident when dealing with a larger
set of base concepts. As the number of concept cards increases, the combinatorial
possibilities expand exponentially, leading to an even greater number of unique jump-
off points using trisociation for generating creative ideas. This opens up a vast
landscape of exploration, enabling participants to explore large number opportunity
spaces compared to bisociation. Let's consider an initial deck comprising five cards,
each representing a distinct concept. If the bisociation method is employed, two cards
are selected, while three cards are chosen for the trisociation method. When dealing
with five concepts {A, B, C, D, E}, both trisociation and bisociation yield an equal
number of combinations, which is five. The table below illustrates the potential jump-
off points for idea generation using bisociation and trisociation (Table 1). This presents
an excellent opportunity to delve into the relative effectiveness of the two approaches
in generating high-quality ideas, as we explore the entire range of jump-off points for
both bisociation and trisociation
Table 1: Jump-off points for five initial concepts {A, B, C, D, E}
Bisociation Trisociation
{A, B} {A, B, C}
{A, C} {A, B, D}
{A, D} {A, B, E}
{A, E} {A, C, D}
{B, C} {A, C, E}
{B, D} {A, D, E}
{B, E} {B, C, D}
{C, D} {B, C, E}
{C, E} {B, D, E}
{D, E} {C, D, E}
When we consider 100 initial concepts, bisociation provides a total of C(100,2) =
4950 jump-off points, whereas trisociation offers a significantly larger number of
jump-off points with C(100,3) = 161,700 unique combinations (Table 2). This represents
a remarkable 32-fold increase in the number of potential jump-off points when
employing trisociation compared to bisociation (Figure 1).

13
Table 2: Jump-off Points
n C(n,2) C(n,3) C(n,4)
3 3 1 0
4 6 4 1
5 10 10 5
10 45 120 210
20 190 1,140 4,845
100 4,950 161,700 3,921,225
Figure 1. Comparison of Jump-off Points for Bisociation vs. Trisociation
TRISOCIATION: SOME KEY PRINCIPLES
In today's rapidly evolving world, creativity and innovation have become crucial
drivers of success and competitiveness. The Method of Trisociation offers a structured
approach to stimulate creative thinking, enabling individuals to break free from
conventional thought patterns and generate fresh ideas. By combining three distinct
elements, trisociation encourages the exploration of diverse perspectives and
facilitates the emergence of novel connections. Trisociation operates on the
fundamental principles of associative thinking and cognitive flexibility. By engaging in
the trisociation process, individuals activate various cognitive mechanisms that
enhance creativity:
1. Pattern Recognition: Trisociation encourages individuals to identify patterns
and associations between disparate concepts. By recognizing underlying
similarities or analogies, individuals can generate unique ideas by bridging the
gaps between these concepts.
2. Conceptual Blending: Trisociation involves the process of blending concepts
from different domains, allowing for the creation of new mental constructs.
This cognitive blending promotes the generation of original ideas that combine
elements from multiple sources.
0
200
400
600
800
1000
1200
0 5 10 15 20 25
Biosciation v. Trisociation Jump-off Points
C(n,2) C(n,3)

14
3. Divergent Thinking: Trisociation stimulates divergent thinking, a cognitive
process that explores multiple possibilities and generates a wide range of ideas.
By encouraging unconventional thinking and defying limitations, trisociation
enables individuals to push boundaries and explore uncharted territories.
THE TRISOCIATION PROCESS
1. Selection of Concepts: The first step in trisociation involves selecting three
conceptually related or distant elements that form the foundation of the
creative exploration. These concepts can be chosen based on their relevance to
the problem or the desired outcome.
2. Exploration of Associations: Once the concepts are identified, individuals
embark on a journey of exploring associations and connections between them.
This phase encourages the generation of diverse associations, regardless of their
immediate relevance or coherence.
3. Bridging Associations: In this stage, individuals focus on identifying links and
bridges between the associations generated in the previous step. By finding
commonalities or shared characteristics, individuals can establish meaningful
connections and bridge the gaps between the concepts.
4. Idea Generation and Synthesis: The final stage of trisociation involves
synthesizing the associations and connections into actionable ideas or
solutions. By combining elements from the three concepts, individuals can
generate innovative and unique outcomes that address the problem or
challenge at hand.
APPLICATIONS OF TRISOCIATION
1. Product Design and Innovation: Trisociation can be applied in product design
to create innovative and user-centric solutions. By combining three
conceptually related elements, designers can generate unique product features,
aesthetics, and functionalities that resonate with consumers.
2. Problem Solving and Decision Making: Trisociation provides a structured
approach to problem-solving and decision-making processes. By exploring
diverse perspectives and blending concepts, individuals can uncover
unconventional solutions and make informed decisions.
3. Marketing and Advertising: Trisociation can be leveraged in marketing and
advertising campaigns to create compelling messages and experiences. By
combining three seemingly unrelated elements, marketers can develop
memorable campaigns that capture attention, evoke emotions, and establish
strong brand connections.
LIMITATIONS AND CHALLENGES
While the method of trisociation offers immense potential to support idea
generation and divergent thinking, it is essential to recognize its limitations and
challenges. Here are some of the key limitations:

15
• Cognitive Load: The trisociation process can be mentally demanding, requiring
individuals to hold multiple concepts in mind simultaneously. This cognitive
load may limit the capacity for extensive exploration and idea generation.
• Availability of Associations: Trisociation heavily relies on the availability of
diverse associations and knowledge in the individual's repertoire. If one's
knowledge base is limited or lacks exposure to a wide range of domains, it may
hinder the generation of novel and diverse associations.
• Expertise and Domain-Specific Knowledge: Trisociation relies on the breadth
and depth of an individual's knowledge and expertise across different domains.
The lack of familiarity or understanding in certain areas may limit the ability to
make meaningful associations or hinder the exploration of certain possibilities.
• Coherence and Relevance: Given the potential for divergent thinking,
trisociation may produce ideas or associations that lack immediate coherence
or relevance. It is crucial to filter and evaluate generated ideas to ensure
practicality and applicability.
• Lack of Structure: Trisociation is a relatively unstructured process, which can
lead to a lack of clear guidelines or frameworks. This ambiguity may make it
difficult for individuals to know when and how to effectively apply trisociation
techniques, potentially hindering their ability to harness its full potential.
• Integration and Synthesis: While trisociation encourages the combination of
disparate ideas, it can be challenging to integrate and synthesize these ideas
into a cohesive and practical solution. The process of reconciling and merging
unrelated concepts requires careful consideration and may require additional
effort.
• Conceptual Barriers: Trisociation may face challenges when attempting to
merge concepts from vastly different domains or disciplines. Certain ideas may
have inherent incompatibilities or conflicting frameworks, making it difficult to
find meaningful connections.
• Biases and Assumptions: Trisociation can be influenced by personal biases,
preconceived notions, and assumptions. These cognitive biases may limit the
exploration of truly novel and groundbreaking associations, as individuals may
unknowingly gravitate towards familiar or comfortable ideas.
• Overcoming Mental Blocks: Trisociation relies on breaking free from
conventional thinking patterns and exploring new associations. However,
individuals may encounter mental blocks or resistance to deviate from
established ideas or concepts, hindering the generation of truly innovative
associations.
• Time and Effort: Engaging in trisociation requires time and effort to explore
and combine various concepts. The process of finding meaningful connections
and refining ideas can be time-consuming, especially when dealing with
complex or abstract concepts.
• Evaluation and Implementation: Trisociation primarily focuses on idea
generation, but evaluating and implementing the generated ideas can be a
separate challenge. Assessing the feasibility, practicality, and potential impact
of trisociated ideas requires additional analysis and consideration.
• Contextual Limitations: Trisociation may be influenced by the immediate
context in which it is applied. Certain fields or industries may have established

16
frameworks or constraints that limit the range of associations that can be
formed, reducing the potential for truly disruptive ideas.
• Individual Differences: Trisociation may vary in effectiveness depending on an
individual's cognitive abilities, knowledge base, and creativity. Some
individuals may find it easier to make unexpected associations, while others
may struggle to break free from conventional thinking patterns.
• Practical Implementation: While trisociation can lead to creative and
innovative ideas, the practical implementation of these ideas may pose
additional challenges. Factors such as technical feasibility, economic viability,
and social acceptance need to be considered when transitioning from ideation
to implementation.
• Group Dynamics: Trisociation can be a valuable technique for group
collaboration and brainstorming. However, it also introduces challenges related
to group dynamics, such as communication barriers, differing perspectives, and
potential conflicts. Managing these dynamics effectively is crucial to ensure
productive and inclusive trisociation sessions.
• Integration and Communication: Trisociation is often an individual or small-
group process. Effectively integrating trisociated ideas into larger teams or
organizations and communicating these ideas to others can present challenges.
Aligning perspectives, overcoming resistance, and fostering collaboration are
essential for successful implementation.
RESOLVING BISOCIATION INCONGRUITY
In the following examples, the introduction of a third concept helps bridge the
gap between the initially incongruous concepts and allows for a more coherent mental
representation. This, in turn, can generate positive affect by providing a pathway for
cognitive integration and making the combination of concepts more relatable or
meaningful. Notice, however, the third concept that is being trisociated is a product of
bisociation. This is analogical to a trisociation involving two parents and a child.
However, in other cases, the incongruity-resolving trisociant is a external that is
moderately or strongly associated with the first two concepts.
1. Imagine the concepts of "pizza" and "quantum mechanics" being bisociated,
resulting in schema incongruity. However, by introducing a third concept that
is related to both, such as "technology," the incongruity can be partially
resolved. For example, envisioning a pizza delivery drone that utilizes quantum
mechanics for efficient navigation and delivery can create a more positive affect
than simply picturing a pizza or quantum mechanics alone.
2. Consider the bisociation of "music" and "rocket science," leading to schema
incongruity. To alleviate this incongruity, a third concept like "innovation" can
be introduced. For instance, envisioning a futuristic musical instrument that
utilizes principles of rocket science to create unique sounds and melodies can
generate positive affect compared to thinking about music and rocket science
in isolation.
3. Let's explore the bisociation of "dogs" and "artificial intelligence." Schema
incongruity arises from combining these unrelated concepts. However,
introducing a third concept like "companion" can help alleviate the

17
incongruity. For instance, imagining a robotic dog companion that utilizes
artificial intelligence to interact and bond with its owner can evoke more
positive affect compared to thinking about dogs or artificial intelligence
separately.
4. Think about the bisociation of "mountain" and "computer programming,"
resulting in schema incongruity. Introducing a third concept such as
"simulation" can help resolve the incongruity. For example, envisioning a
virtual reality simulation where one can program the behavior and landscape of
a mountain can generate more positive affect than simply thinking about
mountains or computer programming alone.
5. Consider the bisociation of "coffee" and "space exploration," leading to schema
incongruity. Introducing a third concept like "adaptability" can help alleviate
the incongruity. For instance, envisioning a special coffee blend developed for
astronauts to enhance adaptability and focus during space missions can evoke
more positive affect compared to thinking about coffee or space exploration
separately.
6. Suppose we have the unrelated concepts of "music" and "mathematics." When
these concepts are bisociated, schema incongruity arises. However, introducing
a third concept that is closely related to both music and mathematics, such as
"harmony," can alleviate the incongruity. For example, exploring the
mathematical principles behind harmonies in music can create a more
coherent and positive affect compared to a mere combination of music and
mathematics.
7. Consider the bisociation of "book" and "mountain." This combination creates
schema incongruity. However, introducing a third concept like "imagination,"
which is closely related to both books and mountains, can help alleviate the
incongruity. For instance, picturing a magical mountain described in a book
that fuels the reader's imagination may evoke more positive affect compared to
solely contemplating books or mountains.
8. Consider the bisociation of "ocean" and "fashion," resulting in schema
incongruity. Introducing a third concept like "fluidity," which is closely related
to both the ocean and fashion, can help alleviate the incongruity. For example,
imagining a fashion collection inspired by the fluidity of ocean waves and
movements might generate more positive affect compared to simply
considering the ocean or fashion separately.
9. Consider the concepts of "music" and "architecture." When these two concepts
are bisociated, schema incongruity arises because they are seemingly unrelated.
However, introducing a third concept like "acoustics" can alleviate the
incongruity. By considering how architectural design can enhance the acoustics
of a concert hall or music studio, the incongruity between music and
architecture is partially resolved. This trisociation allows for a more cohesive
understanding and appreciation of the relationship between the two domains.
The principles and examples described in the passage can be applied in various
creative fields such as marketing, advertising, humor, and storytelling. By
understanding how the introduction of a third concept can bridge the gap between

18
initially incongruous concepts, professionals in these fields can create more engaging
and relatable content. Here's how these principles can be used:
1. Marketing: Marketers can utilize the concept of trisociation to create
memorable and impactful campaigns. By connecting their product or brand
with two seemingly unrelated concepts and introducing a third concept that is
associated with both, marketers can make their offerings more relatable and
appealing to their target audience. For example, a technology company could
promote their pizza delivery drone by highlighting its utilization of quantum
mechanics for efficient navigation, thus combining the concepts of technology,
pizza, and quantum mechanics to generate positive affect and intrigue.
2. Marketing: Imagine a skincare brand that wants to promote its new product
line. They could bisociate the concepts of "skincare" and "space exploration" to
create schema incongruity. However, by introducing a third concept like
"rejuvenation," they can resolve the incongruity. The marketing campaign
could showcase how the skincare products incorporate innovative ingredients
inspired by space research to provide advanced rejuvenation and promote
youthful skin.
3. Advertising: Advertisers can employ trisociation to capture attention and create
memorable advertisements. By combining two unrelated concepts and
introducing a third concept that resolves the incongruity, advertisers can evoke
positive affect and curiosity in viewers. For instance, an advertisement for a
musical instrument could highlight its innovative features inspired by rocket
science, making the connection between music and rocket science more
relatable and intriguing.
4. Advertising: A car manufacturer wants to promote its electric vehicle (EV)
model. They can bisociate the concepts of "environmental sustainability" and
"luxury" to create schema incongruity. To resolve the incongruity, they
introduce a third concept like "innovation." The advertising campaign could
highlight how the EV combines environmentally-friendly features with
luxurious design and innovative technology, appealing to customers who seek
both eco-consciousness and luxury in their vehicle.
5. Humor: Comedians and comedy writers can employ trisociation to create
humor through unexpected connections. By juxtaposing two unrelated
concepts and introducing a third concept that resolves the incongruity, they
can surprise and amuse the audience. Comedy sketches or jokes that involve
unexpected combinations like dogs, artificial intelligence, and companionship
can tickle the audience's funny bone by playing with incongruity and creating
humorous mental images.
6. Humor: A stand-up comedian is performing a routine and wants to engage the
audience with unexpected connections. They bisociate the concepts of "coffee"
and "time travel," creating schema incongruity. To resolve the incongruity in a
humorous way, they introduce a third concept like "caffeine addiction." The
comedian jokes about how a time traveler's only goal is to find the perfect cup
of coffee throughout history, generating laughs by playing with the incongruity
of time travel and caffeine addiction.
7. Storytelling: Authors, screenwriters, and storytellers can use trisociation to
make their narratives more engaging and thought-provoking. By combining

19
two seemingly unrelated concepts and introducing a third concept that bridges
the gap, they can create compelling storylines and settings. For example, a
fantasy novel could feature a magical mountain described in a book that fuels
the characters' imagination, blending the concepts of books, mountains, and
imagination to create a vivid and captivating story world.
8. Storytelling: A filmmaker wants to create a unique and captivating movie. They
bisociate the concepts of "painting" and "astronomy," resulting in schema
incongruity. However, by introducing a third concept like "perception," they
can resolve the incongruity. The film's storyline could revolve around an artist
who discovers a hidden astronomical phenomenon visible only through specific
paintings, exploring the idea of how perception and art can unlock hidden
cosmic wonders.
In all these applications, trisociation allows for the resolution of schema incongruity,
enabling the creation of more coherent mental representations. This, in turn,
generates positive affect by making the combination of concepts more relatable,
meaningful, and memorable to the audience.
THE HEGELIAN DIALECTIC
Trisociation, the process of associating three independent concepts or frames of
references to generate new ideas, is a powerful cognitive tool that facilitates
innovation and problem-solving. When combined with the Hegelian Dialectic, a
philosophical framework encompassing thesis, antithesis, and synthesis, trisociation
offers a structured approach to critical and creative learning. The Hegelian Dialectic
proposes that the clash between a thesis (an existing concept or idea) and its
antithesis (a contrasting concept or idea) leads to the emergence of a synthesis, a new
concept that transcends the limitations of both thesis and antithesis. Trisociation
complements this process by introducing a third independent concept, expanding the
scope of possibilities and enhancing the creative potential.
The Hegelian dialectic, consisting of thesis, antithesis, and synthesis, is a
philosophical concept developed by Georg Wilhelm Friedrich Hegel.23 Although the
specific terminology of "thesis," "antithesis," and "synthesis" is not directly used by
Hegel himself, these terms have come to be associated with his dialectical method.
Trisociation, when combined with the Hegelian Dialectic, encourages critical thinking
and problem-solving. By introducing a third concept to the thesis-antithesis
framework, trisociation prompts individuals to consider multiple perspectives,
challenge assumptions, and identify innovative solutions. For example, imagine a
scenario where a company is facing declining sales for its product. Applying the
Hegelian Dialectic alone, one might identify the thesis as the existing marketing
strategy, and the antithesis as the changing consumer preferences. However, by
incorporating trisociation, a third concept such as emerging technologies or
alternative distribution channels can be introduced. This enables the exploration of
new ideas that transcend the limitations of the initial thesis and antithesis, leading to
23
G. W. F. Hegel, Phenomenology of Spirit, trans. A. V. Miller (Oxford: Oxford University Press, 1977),
1807.

20
the synthesis of a more comprehensive marketing strategy. The thesis may be an
emphasis on sleek design, while the antithesis may focus on maximizing battery life.
By introducing a third concept through trisociation, such as advanced camera
technology or sustainable materials, designers can explore possibilities that combine
aesthetic appeal, extended battery life, and cutting-edge features. This integration of
diverse concepts can result in a novel synthesis, producing a smartphone that stands
out in the market.
TRISOCIATION WITH GENERATIVE AI
Using artificial intelligence for creativity through conceptual blending has been
an area of research interest.24 Our next objective is to explore the potential of using
generative AI models to support and enhance human creativity within the framework
of trisociation. To begin with a simple case of trisociation utilizing generative AI, we
will examine how ideas can be inspired by nature by incorporating a nature-related
theme as one of the three associating concepts.
To explore the process of generating with generative AI using the method of
trisociation, we first generated a list of 100 noun concepts. From these concepts, three
were randomly selected. The selected concepts are {laughter, art, memory}
Next we attempted to generate 10 distinct ideas for both bisociation (using two
concepts) and trisociation (using three concepts). To initiate this process, we present
the following prompt to ChatGPT: “Generate 10 compelling business ideas by
synergistically associating the following two (three) concepts: {list of concepts}”.
Summaries of the ideas generated are listed in the below table. Our goal is to test if
the method of trisociation yields ideas different from the method of bisociation. We
observe that while there is a significant overlap of ideas, some ideas obtained through
trisociation such as the laughter art therapy centre for individuals with memory-
related challenges (trisociation idea 6) and memory-based comic book series
(trisociation idea 9) were uniquely obtained through trisociation (Table 3).
Table 3: Ideas generated by ChatGPT for {laughter, art, memory}
Method Trisociation Bisociation
Concepts {laughter, art,
memory}
{laughter, art} {laughter,
memory}
{art, memory}
Idea 1 Laughter Art Gallery:
Create an art gallery
that specializes in
showcasing
humorous and light-
hearted artworks.
Laughter Therapy
Studio: Create a
unique art-based
therapy studio that
combines laughter
and artistic
expression.
Comedy Club with a
Twist: Create a
comedy club that
specializes in
interactive and
immersive
experiences.
Artful Memory:
Create a business
that combines art
and memory
preservation
Idea 2 Memory Lane
Comedy Club:
Comedy Art
Exhibition:
Humor-Based
Memory Training
Memory Museum:
Establish a museum
24
Francisco Câmara Pereira, Creativity and Artificial Intelligence: A Conceptual Blending Approach
(Berlin: Mouton de Gruyter, 2007).

21
Combine the power
of laughter and
memory by
establishing a comedy
club that focuses on
nostalgic humor.
Organize an
innovative art
exhibition that
showcases
humorous and witty
artworks from
talented artists.
App: Develop a
mobile application
that combines
humor and memory
training techniques.
that showcases
interactive and
immersive art
installations
designed to
stimulate and evoke
memories.
Idea 3 Laugh Therapy
Studio: Develop a
business that offers
laughter therapy
sessions combined
with art therapy.
Artistic Comedy
Club: Establish a
comedy club with a
focus on showcasing
performances that
incorporate art
forms like
improvisation,
sketch comedy, and
visual storytelling.
Laughter Therapy
Retreats: Establish
retreat centers
focused on laughter
therapy and
memory
enhancement.
Memory Lane Cafe:
Open a themed café
where customers
can enjoy delicious
food and beverages
while surrounded by
artistic displays that
evoke nostalgic
memories.
Idea 4 Artful Comedy
Workshops: Organize
workshops that
merge art and
comedy to provide a
unique learning
experience.
Laugh-Inspired Art
Merchandise: Create
a brand that
produces and sells
art-inspired
merchandise
designed to bring
laughter into
people's everyday
lives.
Comedy and
Memory
Improvement
Workshops:
Organize workshops
where professional
comedians teach
memory
improvement
techniques.
Memory Therapy
Workshops:
Organize workshops
that combine art
therapy techniques
with memory
enhancement
exercises.
Idea 5 Memory Museum of
Humor: Establish a
museum dedicated to
preserving and
showcasing the
history of humor.
Laughter-Based Art
Education: Launch a
platform that offers
online courses and
workshops that
combine laughter
and art education.
Laughing
Meditation Classes:
Combine the
benefits of laughter
and meditation by
offering laughing
meditation classes.
Artistic Memory
Books: Offer a
service that
combines
professional writing
and artistic design to
create personalized
memory books.
Idea 6 Laughter Art Therapy
Center: Create a
center that combines
laughter therapy and
art therapy for
individuals facing
memory-related
challenges, such as
Alzheimer's or
dementia.
Artistic Comedy
Podcast: Start a
podcast that
explores the
intersection of art
and comedy. Invite
artists, comedians,
and creative
professionals as
guests to discuss
how humor and
artistic expression
intertwine.
Laughter-Infused
Learning Materials:
Develop educational
materials, such as
books, videos, or
online courses, that
incorporate humor
and laughter into
the learning
process.
Memory Artisan
Products: Create a
line of artisanal
products inspired by
memories and
artistic expression.
Idea 7 Comedy Artisan
Marketplace: Build an
online platform that
connects artists
specializing in humor
and laughter-themed
artwork with
potential buyers.
Laughter-Inspired
Art Therapy Kits:
Develop art therapy
kits that combine
laughter exercises
and art materials for
individuals to use at
home.
Memory-Boosting
Board Games:
Create board games
that blend memory-
enhancing elements
with humor and
laughter.
Memory-Based
Photography Studio:
Establish a
photography studio
that specializes in
capturing memories
through artistic and
creative techniques.

22
Idea 8 Memory Recall
Comedy Podcast:
Launch a podcast
that blends comedy
and memory recall
techniques.
Artistic Comedy
Animation Studio:
Establish an
animation studio
that specializes in
creating comedic
animations with
artistic flair.
Comedy-Based
Memory
Supplements:
Develop memory
supplements that
contain natural
ingredients known
to enhance
cognitive function,
combined with
humor-themed
branding and
marketing.
Art Therapy for
Memory Loss:
Develop a business
that provides art
therapy sessions
specifically designed
for individuals
dealing with
memory loss or
neurodegenerative
conditions.
Idea 9 Laughter Art
Retreats: Create
retreats that combine
laughter, art, and
mindfulness activities
in serene and
inspiring locations.
Laugh-Inspired Art
Retreats: Organize
unique art retreats
that combine
laughter exercises,
artistic workshops,
and immersive
experiences in
picturesque
locations.
Laughter-Activated
Memory Recall
Devices: Invent a
wearable device that
uses laughter as a
trigger for memory
recall.
Memory-inspired
Event Planning:
Launch an event
planning company
that specializes in
creating immersive
and memorable
experiences.
Idea 10 Memory-based Comic
Book Series: Develop
a comic book series
that revolves around
humor and memory-
related themes.
Artistic Comedy
App: Develop a
mobile app that
merges art and
comedy, allowing
users to create and
share comedic
content with an
artistic twist.
Laughter-Infused
Memory Care
Centers: Create
specialized memory
care centers for
individuals with
cognitive decline,
incorporating
laughter therapy as
a core component.
Memory-inspired
Fashion Brand: Start
a fashion brand that
draws inspiration
from personal
memories and
emotions.
Next, let's consider the case where one of the concepts is known or fixed in
advance. This is a common application for the method of bisociation, where a novel
idea is to be identified for an existing product, process, or business model. In this case,
let us assume that a restaurant is looking to use bisociation/trisociation to identify
new business ideas. Thus, our fixed concept is {restaurant}. If we start with a deck of
100 concepts, this means that trisociation yields C(100,2) = 4950 potential jump-off
points. In the case of bisociation, only C(100,1) = 100 unique starting points are
possible.
To compare the ideas generated in this manner, we use a similar approach to
the previous exercise. Using our base list of 100 concepts, we randomly select 2
concepts. This time, the randomly selected concepts are {soccer, harmony}. Next, we
attempt to generate 10 distinct ideas for both bisociation (using two concepts
including ‘restaurant’) and trisociation (using all three concepts). To initiate this
process, we present the same prompt from the previous exercise to ChatGPT:
"Generate 10 compelling business ideas by synergistically associating the following two
(three) concepts: {list of concepts}." Summaries of the ideas generated are listed in the
table below.

23
Here, we observe that some of the ideas generated through trisociation, such as
'Goal Gourmet' (trisociation idea 1) and 'Pitch Perfect' (idea 2), combine all three
concepts and are not identified using bisociation (Table 4).
Table 4: Ideas generated by ChatGPT for {restaurant, soccer, harmony}
Concepts {restaurant, soccer,
harmony}
{restaurant, soccer} {restaurant, harmony}
Idea 1 Goal Gourmet: A soccer-
themed restaurant that
offers a harmonious fusion
of international cuisines.
The Goal Line Grill: A
sports-themed restaurant
that combines the love of
soccer with delicious food.
Harmony Bistro: Create a
restaurant that specializes in
promoting harmony through
food.
Idea 2 Pitch Perfect: A restaurant
that combines the
excitement of live soccer
matches with a harmonious
dining experience.
Soccer Gourmet: A unique
catering service that
specializes in providing
gourmet food experiences at
soccer events.
Harmonious Gatherings:
Establish a unique event
planning and catering
service that focuses on
creating harmonious and
balanced experiences for
gatherings.
Idea 3 Soccer Harmony Academy:
A business that offers soccer
training programs for
children, emphasizing
teamwork, discipline, and
harmony on and off the
field.
The Soccer Fanatic's Sports
Bar: A sports bar dedicated
to soccer enthusiasts,
providing a vibrant
atmosphere to watch
matches while enjoying
great food and drinks.
Harmony Gardens: Combine
the concept of a restaurant
with a community garden by
creating an eatery that
grows its own organic
produce.
Idea 4 Soccuisine: A catering
service that specializes in
providing soccer-themed
menus for sports events,
team celebrations, and
soccer-themed parties
Soccer Skills Academy: A
restaurant concept that
doubles as a soccer training
center.
The Harmony Food Truck:
Launch a food truck that
travels to different locations,
serving a diverse range of
cuisines known for their
harmonious flavor
combinations.
Idea 5 The Soccer Serenade: A
restaurant that hosts live
music performances
featuring soccer-inspired
melodies and harmonies.
Soccer-Fusion Food Truck: A
food truck that combines
the excitement of street food
with the passion for soccer.
Harmony Retreat Cafe:
Create a restaurant and cafe
that focuses on providing a
serene and harmonious
environment for customers.
Idea 6 Team Spirit Cafe: A
restaurant that focuses on
fostering a sense of unity
and harmony among soccer
fans.
Soccer Sports Apparel Café:
A concept that brings
together a soccer-themed
apparel store and a café.
Harmony Catering Co-op:
Form a cooperative catering
company that brings
together chefs and culinary
experts from various cultural
backgrounds.
Idea 7 Soccer Wellness Retreat: A
retreat center that combines
soccer training sessions with
wellness activities such as
meditation, and spa
treatments.
Soccer Fitness Studio &
Restaurant: A hybrid
establishment that combines
a fitness studio with a
restaurant.
Harmony Delights: Start a
gourmet food delivery
service that curates meal kits
with a focus on balanced
and harmonious flavors.
Idea 8 Soccer Harmony App: An
innovative mobile
Soccer Social Club: A
membership-based club that
Harmony Sushi Lounge:
Open a sushi restaurant that

24
application that connects
soccer enthusiasts from
around the world, providing
a platform for fans to discuss
the game, share insights,
and build a global
community.
provides a social space for
soccer lovers to connect,
network, and enjoy exclusive
events.
emphasizes the artistry and
precision of sushi-making
while promoting harmony
through its culinary
offerings.
Idea 9 Harmonious Soccer Gear: A
business that designs and
manufactures soccer apparel
and equipment using
sustainable materials.
Soccer Stadium Food
Innovation: A business that
partners with soccer
stadiums to revolutionize
the food offerings during
matches.
Harmony Wine Bar:
Establish a wine bar that
specializes in pairing fine
wines with harmonious food
selections.
Idea 10 Soccer Harmonizers: A
consulting firm that
specializes in creating
harmonious work
environments within soccer
clubs, focusing on team
dynamics, leadership
development, and conflict
resolution.
Soccer Travel Agency &
Culinary Tours: A travel
agency that specializes in
organizing soccer-centric
trips to popular destinations
around the world, focusing
not only on the matches but
also on the local culinary
experiences.
Harmony Food Subscription:
Create a subscription-based
service that delivers curated
boxes of harmonious food
products to customers'
doorsteps on a regular basis
We repeat this exercise, this time using a product {car} as the fixed concept
(Table 5). The randomly selected concepts are kept the same {soccer, harmony}.
Table 5: Ideas generated by ChatGPT for {car, soccer, harmony}
Concepts {car, soccer, harmony} {car, soccer} {soccer, harmony}
Idea 1 Mobile Soccer Training and
Harmony Center: Create a
mobile facility that
combines soccer training
with a focus on promoting
harmony and teamwork
among participants.
Car-Soccer Training Center:
Establish a specialized
training center that
combines car handling skills
and soccer training.
Carpooling Community App:
Develop a mobile
application that connects
car owners with individuals
looking for a ride.
Idea 2 Harmonious Carpooling
App: Develop a smartphone
application that encourages
carpooling among soccer
enthusiasts and promotes
harmony by connecting
people with similar interests.
Car-Soccer Mobile Game:
Develop an exciting mobile
game that combines the
thrill of car racing with the
strategic elements of soccer.
Harmony-themed Car
Wash: Create a car wash
service that offers a serene
and peaceful environment
for customers while their
cars are being cleaned.
Idea 3 Soccer Harmony Retreat:
Organize a unique retreat
for soccer enthusiasts, where
participants can enjoy the
sport while learning about
team dynamics, conflict
resolution, and building
harmonious relationships.
Car-Soccer Stadium Tours:
Create an experiential tour
company that takes soccer
fans on behind-the-scenes
tours of famous soccer
stadiums worldwide, with
the added twist of exploring
these venues using
customized car tours.
Electric Car Rental for
Events: Offer an electric car
rental service specifically
tailored for special events
such as weddings,
conferences, or corporate
gatherings.

25
Idea 4 Harmonious Sports Car
Dealership: Establish a car
dealership that specializes in
sports cars while promoting
harmony and inclusivity.
Car-Soccer Merchandise
Store: Open a retail store
specializing in merchandise
related to both cars and
soccer.
Harmonizing Car
Accessories: Develop a line
of car accessories that focus
on creating a harmonious
and peaceful driving
experience.
Idea 5 Harmony-Driven Soccer
Gear: Design and produce a
line of soccer equipment
and apparel that emphasizes
the values of harmony and
teamwork.
Car-Soccer Event
Management: Start an event
management company that
organizes unique car-soccer
tournaments and
exhibitions.
Car Meditation Retreats:
Organize unique retreats
that combine the joy of
driving with mindfulness
and meditation practices.
Idea 6 Harmonious Car-Soccer
Events: Organize unique
events that combine car
shows with soccer
tournaments.
Car-Soccer Training
Equipment: Develop and sell
specialized training
equipment designed to
improve soccer skills using
cars.
Harmonious Car
Maintenance Service:
Establish a car maintenance
and repair center that not
only focuses on technical
expertise but also offers a
tranquil environment for
customers.
Idea 7 Car-Soccer Charity
Initiative: Launch a
philanthropic initiative that
combines the love for cars
and soccer to support
harmony-building projects.
Car-Soccer Sports Bar: Open
a sports bar that caters to
car and soccer enthusiasts.
Harmonic Driving School:
Create a driving school that
incorporates mindfulness
and stress reduction
techniques into the learning
process.
Idea 8 Harmony-Infused Car-
Soccer Coaching: Provide
specialized coaching services
for young soccer players that
incorporate principles of
harmony and teamwork.
Car-Soccer Coaching App:
Create a mobile app that
provides coaching and
training resources for
individuals interested in
both car racing and soccer.
Harmonious Roadside
Assistance: Build a roadside
assistance service that goes
beyond the conventional
model by offering support
with a focus on reducing
stress and creating harmony
during emergency
situations.
Idea 9 Soccer-Car Brand
Collaboration: Forge
partnerships between car
manufacturers and soccer
clubs to create co-branded
merchandise and
promotional campaigns.
Car-Soccer Marketing
Agency: Establish a
marketing agency
specializing in promoting
car and soccer-related
brands, events, and
campaigns.
Car Interior Design Studio:
Start a business that
specializes in designing car
interiors inspired by
harmony and tranquility.
Idea 10 Harmony-Enhancing
Carpooling Platform for
Soccer Events: Develop a
dedicated carpooling
platform specifically tailored
for soccer events, such as
tournaments or matches.
Car-Soccer Charity Event:
Organize a charity event
that combines car
exhibitions and soccer
matches to raise funds for a
worthy cause.
Harmony-themed Car
Rental Service: Launch a car
rental company that offers
vehicles designed with
harmony in mind.
We can further explore the concept of quadsociation, wherein four concepts are
combined to generate new ideas. However, it is important to note that the inclusion of
an additional concept in the association process can potentially introduce constraints
that might impact the quality of the generated ideas (Moreau and Dahl 2005; Stokes
2005). In the context of quadsociation, the complexity increases as we attempt to

26
associate four concepts simultaneously. While this approach can potentially yield a
larger number of jump-off points and idea combinations, the challenge lies in
maintaining the coherence and relevance of the ideas generated.
To test the potential of quadsociation in generating novel insights, we
performed a similar exercise. We used the same three terms {car, soccer, harmony}
and added an additional term drawn randomly from our list (Table 6). This activity
was performed thrice and ten ideas were generated each time using the following
prompt to ChatGPT: “Generate 10 compelling business ideas by synergistically
associating the following four concepts: {list of concepts}.” Summaries of the ideas
generated are listed in the table below.
Table 6: Ideas generated by ChatGPT using Quadsociation
Method Quadsociation
Concepts {car, soccer, harmony,
joy}
{car, soccer, harmony,
wilderness}
{car, soccer, harmony,
tranquility}
Idea 1 Soccer-themed Car Rental
Service: Create a car rental
company that offers soccer-
themed vehicles, decorated
with the colors and symbols
of popular soccer teams.
Adventure Sports Travel
Agency: Create a business
that combines the thrill of
wilderness exploration and
the love for soccer by
organizing adventurous
soccer tournaments in
remote, scenic locations.
Serenity Rides: A luxury car
service that offers a peaceful
and harmonious travel
experience, providing a
tranquil environment for
customers to relax during
their journeys.
Idea 2 Harmony-Infused Car Audio
Systems: Develop high-end
car audio systems that are
designed to enhance the joy
of driving.
Electric Off-Road Soccer
Cars: Develop a line of
electric off-road vehicles
specifically designed for
soccer enthusiasts.
Soccer Wellness Retreat: A
unique retreat center that
combines the passion for
soccer with holistic wellness.
Idea 3 Joyful Soccer Training
Camps: Establish soccer
training camps that focus
not only on skill
development but also on
promoting joy and a sense of
camaraderie among the
participants.
Harmony-Based Soccer
Training: Establish a unique
soccer training academy that
focuses on developing
teamwork, communication,
and harmony among
players.
Car-Share Soccer Club: A
community-driven car-
sharing platform focused on
soccer enthusiasts.
Idea 4 Car Sharing Platform for
Soccer Fans: Build a car-
sharing platform specifically
catering to soccer fans,
allowing them to connect
with fellow enthusiasts who
are willing to share rides to
matches or events
Carpool Soccer Community:
Create an online platform
that connects soccer
enthusiasts and facilitates
carpooling to matches and
events.
Tranquil Driving School: A
driving school that
emphasizes the importance
of tranquility and harmony
while learning to drive.
Idea 5 Joyful Soccer-themed
Mobile Game: Develop a
mobile game that combines
the excitement of soccer
with elements of joy and
harmony.
Soccer Wilderness Retreat:
Set up a soccer-themed
wilderness retreat where
players, coaches, and fans
can gather to relax, bond,
and train in a serene natural
environment.
Car-Soccer Tournament: A
unique sporting event that
combines the thrill of soccer
with automotive excitement.

27
Idea 6 Harmony-driven Car Wash
and Detailing Service:
Create a car wash and
detailing service that goes
beyond the regular cleaning
process.
Sustainable Soccer
Stadiums: Introduce
environmentally-friendly
soccer stadiums that
integrate renewable energy
sources, such as solar panels
and wind turbines, to power
the facilities.
Harmony Car Rental: A car
rental service that offers
hybrid or electric vehicles,
promoting environmental
sustainability and harmony
with nature.
Idea 7 Car Accessories for Soccer
Enthusiasts: Design and
manufacture a range of car
accessories specifically
tailored to soccer
enthusiasts.
Car-Soccer Fusion Events:
Organize unique events that
combine the excitement of
car shows with soccer
tournaments.
Soccer-Inspired Car
Accessories: A line of car
accessories inspired by
soccer, designed to bring a
touch of passion for the
sport into the driving
experience.
Idea 8 Joyful Soccer-inspired Team
Building Workshops:
Organize team-building
workshops for businesses
and organizations, using
soccer as a metaphor to
promote collaboration,
harmony, and joy among
team members.
Wilderness Soccer Gear:
Develop a line of soccer
equipment and apparel
inspired by the beauty and
elements of the wilderness.
Tranquil Soccer Training
Academy: A soccer training
academy that adopts a
holistic approach, focusing
not only on technical skills
but also on mental well-
being.
Idea 9 Soccer-inspired Car Wrap
Design Studio: Establish a
design studio that
specializes in creating
custom car wraps inspired
by soccer.
Car-Assisted Soccer
Training: Create a training
program that utilizes car-
assisted drills and exercises
to enhance soccer skills
Car Soccer Simulator: An
immersive virtual reality
(VR) experience that
combines the excitement of
playing soccer with driving a
car.
Idea 10 Harmony-focused Soccer
Apparel Brand: Launch a
soccer apparel brand that
emphasizes the concept of
harmony in its designs and
messaging.
Soccer-themed Car Wrap
and Design: Launch a
business specializing in
soccer-themed car wraps
and designs.
Tranquility Soccer Apparel:
A clothing brand that
specializes in high-quality
soccer apparel with a focus
on comfort and tranquility.
These exercises clearly showcase the effectiveness of trisociation in generating
ideas that surpass those resulting from bisociation alone. The process of synergistically
associating three concepts proves to be a powerful approach for idea generation,
particularly when harnessed alongside the capabilities of generative AI tools. However,
it is worth noting that human ideators may encounter challenges when attempting to
associate three concepts simultaneously.
To overcome this obstacle, we present three approaches in the following
section that aim to enhance the feasibility of trisociation for human ideators. Firstly,
we introduce a procedure in which ideators begin by generating protoideas through
the association of two concepts, before advancing to the development of metaideas
that integrate all three trisociating concepts. Secondly, we outline a method in which
the three concepts are categorized into three states—start, transformation, or goal
(STG)—to provide guidance throughout the idea generation process. Third, we
describe a trisociation method for product design involves selecting guiding concepts
to attribute to either form or function.

28
FROM PROTOIDEA TO METAIDEA
Let us explore different methods of utilizing the trisociation technique,
considering its inherent difficulty in associating three concepts simultaneously. We
will discuss three approaches that involve the generation of protoideas, which are then
transformed into metaideas. In the first approach, we begin by selecting any two
concepts and combining them to form a protoidea. Subsequently, we integrate the
third concept to complete the metaidea. The second approach entails selecting one
concept and establishing separate associations with the remaining two concepts. This
results in the creation of two protoidea, each representing a unique pairing of the
original concept with the other two. These protoconcepts are then merged to obtain
the metaidea. Lastly, the third approach involves generating three distinct protoideas
by associating each concept with the other two individually. This comprehensive
exploration of associations creates a more intricate network of connections. Once the
protoideas are established, they are merged to form the final metaidea, incorporating
the essence of all three concepts. Let's apply the trisociation technique using the
concepts of moon, bicycle, and ocean. We'll explore three different approaches to
generate protoideas and transform them into metaideas.
Approach 1: Combining two concepts and integrating the third (Concept Fusion)
• Select the moon and bicycle as the first two concepts.
• Combine them to form a protoidea: "A bicycle on the moon."
• Integrate the third concept, ocean, to complete the metaidea: "A bicycle on the
moon overlooking the vast ocean."
Approach 2: Establishing separate associations with the remaining concepts (Parallel
Associations)
• Select the moon as the original concept.
• Associate it with the bicycle to create the first protoidea: "Moonlit bicycle
rides."
• Associate the moon with the ocean to generate the second protoidea: "Moon
reflecting on the ocean waves."
• Merge the two protoideas to obtain the metaidea: "Moonlit bicycle rides
reflecting on the ocean waves."
Approach 3: Generating individual associations for each concept (Comprehensive
Triad)
• Associate the moon with the bicycle: "Moon-inspired bicycle design."
• Associate the moon with the ocean: "Moon's gravitational effect on tides."
• Associate the bicycle with the ocean: "Bicycle exploration along the ocean
coast."
• Merge the three protoideas to create the metaidea: "Moon-inspired bicycle
design for exploring the ocean coast, considering the Moon's gravitational
effect on tides."
By employing these different approaches, we have developed three metaideas that
incorporate the essence of all three concepts (moon, bicycle, and ocean) through

29
various associations. These techniques allow us to explore the connections between
the concepts and stimulate creative thinking. The same approach can be employed to
generate business ideas. As before, we can use the three different approaches to
create protoideas and transform them into a metaidea.
Approach 1: Combining two concepts and integrating the third
• Select the moon and bicycle as the first two concepts.
• Combine them to form a protoidea: "Lunar Cycling Tours."
• Integrate the third concept, ocean, to complete the metaidea: "Lunar Cycling
Tours that explore coastal routes and offer breathtaking views of the ocean."
Approach 2: Establishing separate associations with the remaining concepts
• Select the moon as the original concept.
• Associate it with the bicycle to create the first protoidea: "Moonlight Bicycle
Rentals for nighttime rides."
• Associate the moon with the ocean to generate the second protoidea: "Moonlit
Ocean Cruises for stargazing and relaxation."
• Merge the two protoideas to obtain the metaidea: "Moonlight Adventures:
Offering bicycle rentals for nighttime rides and organizing ocean cruises for
stargazing and relaxation."
Approach 3: Generating individual associations for each concept
• Associate the moon with the bicycle: "Lunar Cycle, an eco-friendly bicycle
sharing service with lunar-themed branding."
• Associate the moon with the ocean: "Tidal Motion, a surf-inspired bicycle
brand with moon-inspired designs."
• Associate the bicycle with the ocean: "Coastal Bike Tours, offering guided
bicycle tours along scenic ocean routes."
• Merge the three protoideas to create the metaidea: "Celestial Wheels: Providing
eco-friendly bicycle sharing with lunar-themed branding, surf-inspired bicycle
designs, and guided coastal bike tours for an unforgettable oceanic experience."
The advantages and limitations of the three approaches are listed in Table 7.
Table 7: Comparison of Metaidea Generation Approaches
Evaluation Pros Cons
Approach 1:
Concept Fusion
- Combining two
concepts and
integrating the
third
• Simplicity: This approach offers a
straightforward method by
combining two concepts first and
then integrating the third, making it
easier to follow.
• Focus on integration: By integrating
the third concept, it ensures that all
three concepts are directly
connected in the final metaidea.
• Limited exploration: Since the
first step involves combining only
two concepts, it may result in a
narrower range of associations
and potential ideas.
• Imbalance in emphasis:
Depending on the order of
combination, one concept might
receive more emphasis than the
others, potentially overshadowing
their contributions.

30
Approach 2:
Parallel
Associations -
Establishing
separate
associations
with the
remaining
concepts
Pros:
• Diverse pairings: This approach
creates two protoideas, each
representing a unique pairing of the
original concept with the other two,
fostering a broader exploration of
associations.
• Equal emphasis: By establishing
separate associations, all three
concepts receive equal attention and
are considered independently.
• Potential disjointedness: The two
protoideas may not naturally
merge into a cohesive metaidea,
resulting in a final concept that
feels disconnected or fragmented.
• Overlapping associations: There
is a possibility of overlapping
associations between the
protoideas, which may limit the
overall novelty or distinctiveness
of the metaidea.
Approach 3:
Comprehensive
Triad -
Generating
individual
associations for
each concept
• Comprehensive exploration: This
approach generates three distinct
protoideas by associating each
concept with the other two
individually, resulting in a more
intricate network of connections and
a wider range of potential ideas.
• Balanced consideration: Each
concept receives dedicated attention
and is explored in relation to the
other two, ensuring a well-rounded
perspective.
• Complexity: The generation of
three separate protoideas can be
more challenging and time-
consuming, requiring deeper
analysis and creative thinking.
• Integration challenges: Merging
the three protoideas into a
cohesive metaidea may pose
difficulties due to the potentially
diverse nature of the individual
associations.
Each approach has its own advantages and disadvantages. Approach 1 is simple
and ensures direct integration of all three concepts but may limit exploration.
Approach 2 offers diverse pairings and equal emphasis on concepts but may result in
disjointedness or overlapping associations. Approach 3 provides comprehensive
exploration and balanced consideration but can be more complex and challenging to
integrate. The choice of approach depends on the desired level of complexity,
exploration, and the specific creative goals of the trisociation exercise.
THE STG MODEL
In general, problem-solving tasks, such as open idea challenges, can be
described using three fundamental elements: a start state, a goal state, and a
transformation function (Reitman, 1964; Goel & Pirolli, 2002). This framework can be
referred to as the Start-Transformation-Goal (STG) model. Utilizing the STG model
can simplify and enhance the use of the trisociation method for human ideators.To
illustrate this, let's consider an example where a human ideator is provided with three
initial concepts at the start. Instead of directly generating an idea, the ideator is
prompted to assign each of the three concepts to one of the three STG states. This
approach facilitates the application of trisociation in a more structured and effective
manner.
For instance, let's take the three concepts: moonlight, bicycle, and cloud. To
apply the STG model, the ideator is encouraged to consider how a goal (G) inspired by
a start (S) can adapt principles from a transformation (T). In this specific scenario, the
question becomes: How can a bicycle inspired by clouds adapt principles from
moonlight? By framing the trisociation process within the STG model, the ideator is
guided to explore the relationships and connections between the concepts in a
systematic manner. The goal state (G) represents the desired outcome or the idea to

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