DEMONSTRATING EVALUATION TECHNIQUESEdward De Bono’s 6 thinking hats & Matrix Models Tom Houser - LoveChild
WHAT ARE EVALUATION TECHNIQUES & WHY DO WE USE THEM? Evaluation techniques allow us to take a problem we are trying to solve or an idea we have had, and look at it objectively. Often when we are in the middle of a project we start to look at itsubjectively - based only on what we think of it. In advertising (and inmost things) you will almost always have a more successful outcome if you try to look at a problem from many different viewpoints.Our automatic tendency is to generate solutions to problems based on previous experiences - this is sometimes known as the Set effect orEinstellung (German for “attitude”) this tendency can be useful, but it can also be detrimental. On a basic level, evaluation techniques make us to think differently about what we have done, to check they are as good as they can possibly be.
EDWARD DE BONO’S 6 HATS The first evaluation technique I want to look at is Mr. Edward De Bono’s 6 hats. These 6 coloured hats function as a delightful visual metaphor for 6 different ways of evaluating ideas which De Bono identified. The hats can be used on your own, but are really helpful in groups - where one person may have a tendency to think in one way (e.g.pessimistically) whilst someone else thinks another way (creatively).Reconciling two or more different ways of thinking can be hard, so the 6 hats method gets everyone to focus on the way in which they arethinking about a problem, hopefully enabling new divergent thinking around an idea and reducing the reliance on certain people to fulfil certain roles in a discussion.
EDWARD DEBONO’S 6 HATSTo demonstratehow this methodworks I am goingto evaluate anidea I found on theinternet, Pugswith Boobs - ormore accurately aboob scarfdesigned withPugs in mind.
WHITE HAT FACTS & THINKING This hat asks you to think about the data and information you have available - the facts. It also asks you to highlight any missing information. Examples; • Pugs don’t have boobs • Dogs don’t usually require clothing • Does the pug enjoy wearing its boobs? • How do you put the boobs on the pug? White Hat • When would you put boobs s & thinking on the pug?Fact
BLUE HATPLANNINGThis hat is sometimes worn by a facilitatorthroughout a meeting - it monitors thethinking process, making sure the righthat is being used at the right time - itshould be used at the beginning and end ofsessions to define objectives.Examples; Blue Hat•We need to make sure we don’t spend too Planningmuch time black hatting the idea (beingcritical)• Its important we spend time Greenhatting this idea - to explore other ways itcould be expanded.
YELLOW HAT OPTIMISM This hat invites positive evaluation of the idea, it is the opposite to the black hat. It can be useful when other hats run dry.Yellow Hat Examples; • It is a unique idea, not something i’veOptimism seen before • I can see how pet owners would find this funny • This is the sort of product that would get spread all over the internet • You could try this product on other animals, it would still work, or even people.
BLACK HATPESSIMISM & CAUTIONThis hat invites negative, criticalevaluation of the idea, it is the opposite tothe white hat. It is easy to use but candisrupt other hats if not controlled - it isused to identify flaws in ideas which maynot have been noticed.Examples;• This is just a novelty product• Pugs don’t need to wear scarves or boobs• People might be offended by this• It probably wouldn’t be good for the dogto wear this all the time Black Hat• Its not fair on the dog• It looks stupid Pessimism
RED HAT INTUITION & EMOTION This hat uses intuition, gut reaction and emotion from the people involved in the meeting, recording what they think about it straight off the bat. Examples; • This is funny, it appeals to my sense of humour • I would share this with people who have pugs and they would find it hilarious • I don’t know whether this would always remain as funny? Red HatIntuition & emotion
GREEN HATCREATIVITYThis is a hat which invites creativeideas of any kind, with little criticism -the opportunity to produce lots ofmaterial, which can then be evaluatedafterwards with other hats.Examples;• We could make them bigger, forpeople• The nipples could be speakers• Its sort of like a st. bernard with tinybarrels, but updated - could the boobshold booze?• They could be quite nice to sleep on - Green Hatlike actual boobs Creativity
MATRIX MODELSAnother method of evaluation, this uses agrid to plot the relationship between twodifferent factors. Hilarious S BO UG OB P • of pet product E Funniness M ST Y CO IR Tittilating U FA • Amusing Y E K N EA BO QU LE NK Not Funny S D • PI A • Cheap Average Pricey Ridiculous Keanu Reeves Cost of pet product(This Matrix = not dystopianscience fiction masterpiece)This can come in useful when analysing your idea in comparison to competitorproducts or services - with pug boobs you could look at other novelty petproducts, and plot them on a matrix with cost vs. funniness - it can help youtest ideas and also highlight new angles for development
EXAMPLES OF WHEN I USE EVALUATION TECHNIQUES...Evaluation techniques are one of the most valuable things I have learnt atSCA 2.0, they are often what takes an OK idea and makes it brilliant. They also open up dialogue in groups and encourage constructive criticism. I have used this in the Love platform project we did earlier this term.Because we kept stepping back and using techniques like 6 hats to analysewhat we were doing we ended up changing the idea many times - it allowed us to see problems we hadn’t anticipated.Another project I used it on was the Swallow/Rita work with Cooper, wherewe examined the drinks market in order to identify gaps which we could fill and exploit.We also used evaluation techniques to some extent on the LOVE party which we planned - working as a group to feedback concerns and adjust what we were planning, using evaluation techniques made communicating easier.