Simple Rating Methods

A to Z of
Creativity Techniques
Similarities and Differences

The two simple rating method techniques described here are used for the initial sorting of large numbers of ideas, they are very useful for quick initial screening, but both the approaches have the disadvantage that they may lead to a rather superficial and potentially unreliable sorting of ideas and may ignore other criteria.

The v?W approach can be more realistic in that v is only used for cases where implementation is relatively obvious, the other two categories reflect intuitive appeal, rather than objective evaluation (see Anonymous voting)

Simple/Hard/Difficult (Moore, 1962)

The creativity group are expected to work through their list of ideas and make judgements as to the priority rating they feel is appropriate, each idea should be marked:

  • Simple: Feasible with a minimum of time and money.
  • Hard: Feasible, but a will be more expensive.
  • Difficult: Feasible but much more expensive.


Note: the v here should really be a tick, I've put it as a v to make sure it diplays on all screens

Comparable to the above method but aimed at cases where the creativity team will do their own evaluation, so the criteria are much closer to the creative process:

v: ideas that are feasible as they stand, they are generally ideas you would be happy to show to the client.

?: ideas that are not feasible as they stand, but have potential with more thought or research, or in the future, or under special circumstances.

W: stands for ‘weirdos’ – ideas that are bizarre and totally unfeasible as they stand, but have the potential as De Bono intermediate impossibilities’ for further idea generation (see Using 'Crazy' ideas ).