ABSTRACT
Having covered the methods of ideation in the previous chapters we now move on to looking at decision making – deciding whether or not it is worthwhile taking any ideas that have been generated any further. Methods of evaluation range from simple checklists to complex weighted scoring systems. First, however, we look at sorting methods before turning to look at evalua - tion methods. Many of the ideation methods we have examined in the previous chapters produce a large quantity of ideas. Before we can evaluate these ideas we need to sort them into categories or themes. This facilitates the process of making comparisons and evaluations. Finally, we give some thought to exercising choice. We look at a number of methods: advantage-disadvantage tables, Plus and Minus Interesting (PMI), Castle technique, Sticking dots, Creative evaluation, Weighting systems, reverse brainstorming, financial evaluation, mathematical evaluations, Pay-off tables and Decision trees. We also look at Naturalistic decision making and Strategic framing. While decision making is important in this context we
still have to consider the question of how decisions are implemented, which is the topic of the last chapter.
