This document discusses evaluation techniques, including Edward de Bono's 6 Thinking Hats method and matrix models. The 6 Hats method involves evaluating ideas from 6 perspectives represented by colored hats: white for facts, red for emotions, black for caution, yellow for optimism, green for creativity, and blue for process. An example evaluates the idea of "Pugs with Boobs" scarves from each hat perspective. Matrix models plot relationships between two factors, such as cost vs funniness for novelty pet products. The document also provides examples of how evaluation techniques were used effectively in past projects to improve ideas.

1. DEMONSTRATING EVALUATION
TECHNIQUES
Edward De Bono’s 6 thinking hats
&
Matrix Models
Tom Houser - LoveChild

2. 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 it
subjectively - based only on what we think of it. In advertising (and in
most 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 or
Einstellung (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.

3. 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 are
thinking 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.

4. EDWARD DE
BONO’S 6 HATS
To demonstrate
how this method
works I am going
to evaluate an
idea I found on the
internet, Pugs
with Boobs - or
more accurately a
boob scarf
designed with
Pugs in mind.

5. 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

6. BLUE HAT
PLANNING
This hat is sometimes worn by a facilitator
throughout a meeting - it monitors the
thinking process, making sure the right
hat is being used at the right time - it
should be used at the beginning and end of
sessions to define objectives.
Examples; Blue Hat
•We need to make sure we don’t spend too Planning
much time black hatting the idea (being
critical)
• Its important we spend time Green
hatting this idea - to explore other ways it
could be expanded.

7. 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’ve
Optimism 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.

8. BLACK HAT
PESSIMISM & CAUTION
This hat invites negative, critical
evaluation of the idea, it is the opposite to
the white hat. It is easy to use but can
disrupt other hats if not controlled - it is
used to identify flaws in ideas which may
not 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 dog
to wear this all the time Black Hat
• Its not fair on the dog
• It looks stupid
Pessimism

9. 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 Hat
Intuition & emotion

10. GREEN HAT
CREATIVITY
This is a hat which invites creative
ideas of any kind, with little criticism -
the opportunity to produce lots of
material, which can then be evaluated
afterwards with other hats.
Examples;
• We could make them bigger, for
people
• The nipples could be speakers
• Its sort of like a st. bernard with tiny
barrels, but updated - could the boobs
hold booze?
• They could be quite nice to sleep on - Green Hat
like actual boobs
Creativity

11. MATRIX MODELS
Another method of evaluation, this uses a
grid to plot the relationship between two
different 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 dystopian
science fiction masterpiece)
This can come in useful when analysing your idea in comparison to competitor
products or services - with pug boobs you could look at other novelty pet
products, and plot them on a matrix with cost vs. funniness - it can help you
test ideas and also highlight new angles for development

12. EXAMPLES OF WHEN I USE EVALUATION TECHNIQUES...
Evaluation techniques are one of the most valuable things I have learnt at
SCA 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 analyse
what 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, where
we 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.