“…At the same time, the stakes are high for generating novel, creative designs. Conceptual design has been shown to have the most significant impact on the cost of a product compared to the other phases of design (Römer, Weißhahn, & Hacker, 2001). Existing approaches to idea generation include including Synectics (Gordon, 1961), SCAMPER (Eberle, 1995), ASIT (Horowitz, 1999), Morphological Analysis (Zwicky, 1969), Parameter Analysis (Kroll, 2013), Analogical Thinking (Casakin & Goldschmidt, 1999;Finke, Ward, & Smith, 1992), and TRIZ (Altshuller, 1984(Altshuller, , 1997Terninko, Zussman, & Zlotin, 1998).…”