Entrepreneurship N4 | Creativity methods | Attribute Analysis

Attribute Analysis

Attribute analysis is a systematic creativity technique used by innovators, designers, and entrepreneurs to discover new ways of improving or reinventing everyday products. The method is built on the principle that any product is actually made up of a collection of separate attributes—like materials, shape, functions, color, size, texture, or additional features. Instead of accepting the product as a finished whole, this technique encourages us to dissect it into those smaller building blocks and question each one thoughtfully.

The process typically begins by carefully listing out the product’s main attributes. This first step forces the innovator to notice elements that are usually taken for granted—for example, noticing not just the shape of a kettle, but also its handle, the lid mechanism, the spout design, and even the indicator light. By making these elements visible, the entrepreneur can look beyond the obvious and spot details that can be improved.

Next comes a deep exploration of the problems, limitations, or frustrations users experience with each attribute. This is the stage where real-world observations, user feedback, and market research come in. For instance, you might find that the handle of a kettle gets too hot, or that the water level indicator is hard to read when the kettle is full.

The heart of attribute analysis is asking creative “what if” questions about every attribute: What if this part were replaced with a different material? What if it were bigger, smaller, removable, or combined with something else? This type of questioning deliberately challenges routine thinking, encouraging fresh ideas that might not arise otherwise.

Once these creative ideas are generated, the process moves to brainstorming how they might work together in new combinations. For example, what if a transparent water level window were paired with LED lights to improve visibility even in dim kitchens? Or what if a heat-resistant silicone handle were combined with a shape that makes pouring easier?

Finally, innovators evaluate which of these changes truly add value, solve a practical problem, or align with emerging consumer trends such as energy efficiency, sustainability, or user safety. This evaluation helps narrow down ideas from creative sketches to realistic concepts that can be developed further.

Attribute analysis is especially powerful when applied to familiar household items that people often see as “finished” products—like kettles, ironing boards, or kitchen bins. By focusing on parts rather than the product as a single unit, entrepreneurs can find unexpected improvements that enhance convenience, comfort, and usability. Even small design tweaks, uncovered through this method, can lead to products that stand out in crowded markets and deliver genuine benefits to everyday life.

Through attribute analysis, this step-by-step exploration turns small improvements into an innovative product that genuinely improves daily life, illustrating how even a simple household item can be reimagined when its attributes are examined and creatively reworked.

Example: Improving an Everyday Umbrella Using Attribute Analysis

The aim of this example is to show how attribute analysis helps rethink and upgrade even the most familiar household products. By breaking the umbrella into parts instead of seeing it as a single finished item, innovators can discover fresh improvements that directly address real user frustrations.

Step 1: Listing attributes
● Fabric material covering the umbrella
● Ribs and frame that support the canopy
● Handle design, shape, and grip material
● Opening and closing mechanism (manual, automatic, semi-automatic)
● Overall size, weight, and portability
● Storage sleeve or cover used to keep the umbrella when not in use

Listing these attributes helps see the umbrella as a set of choices that shape comfort, convenience, cost, and durability—rather than as one unchangeable product.

Step 2: Questioning each attribute
● Standard umbrella fabric stays wet, dripping water on car seats, floors, and bags.
● Traditional metal ribs easily bend or snap in gusty wind, reducing product life.
● Smooth plastic or wooden handles can slip from wet hands and feel uncomfortable during long walks.
● Manual open-close mechanisms can be awkward when hands are full or during sudden rain.
● The typical storage sleeve often becomes soggy and fails to contain water, which still ends up inside bags.

Step 3: Brainstorming changes
● What if we use a quick-dry, water-repellent fabric that sheds droplets instantly?
● What if ribs were made from bendable carbon fiber, able to flex without breaking in strong wind?
● What if the handle included an ergonomic rubberized grip and a wrist loop for comfort and security?
● What if the umbrella opened and closed automatically with one button to free the user’s other hand?
● What if we added a built-in, silicone-lined sleeve that seals around the wet canopy to trap water inside?

Step 4: Recombining ideas into an improved product concept
● Combine the quick-dry canopy with the built-in sealing sleeve to keep bags, offices, and cars dry.
● Add bendable carbon ribs for wind resistance, making the umbrella more durable in rough weather.
● Use an ergonomic handle with a textured rubber grip and wrist loop to improve comfort and prevent slipping.
● Equip the umbrella with a single-touch automatic open-close system to simplify use when carrying groceries, children, or a phone.

Step 5: Evaluating the changes
● Quick-dry fabric and the sealing sleeve solve the everyday problem of water dripping everywhere after use.
● Bendable ribs address frustration over umbrellas breaking in wind, extending product life and saving users money.
● An ergonomic handle reduces hand fatigue and improves comfort for people walking longer distances.
● The automatic open-close feature adds practical convenience, especially during unexpected rain showers in busy environments.

Together, these updates turn an ordinary umbrella into a smarter, cleaner, and longer-lasting product—directly improving everyday life by solving common problems most users currently see as unavoidable.

Example: Using Attribute Analysis to Improve an Everyday Writing Pad

Rather than treating a writing pad as just a single block of paper, this method encourages questioning each attribute—such as the cover, binding, paper type, or extra features—to explore what could be improved, replaced, or reimagined.

Step 1: List the writing pad’s key attributes

Start by identifying the most important elements that shape how people experience and use a writing pad. Breaking it down into parts makes it easier to see where changes could make a difference. Key attributes include:
● Cover material (e.g., cardboard, plastic, fabric, or leather)
● Paper type and quality (plain, lined, recycled, waterproof)
● Binding method (spiral, glued, stitched)
● Size and shape (A4, pocket-size, square, or custom)
● Page count and perforation (tear-out pages vs. fixed)
● Added features (pen holder, dividers, storage pockets, built-in ruler, sticky notes)
● Environmental aspects (biodegradability, recycled content, plastic-free design)

Step 2: Question each attribute

Look carefully at everyday frustrations people face with standard writing pads:
● Covers often bend or tear in bags, making the notebook look worn too soon.
● Paper can smudge easily with certain pens or in damp conditions.
● Spiral bindings can catch on fabric or get crushed in backpacks.
● Standard-size pads don’t adapt to different settings, like meetings vs. travel.
● Small notes can get lost, and important information is hard to organize across sections.

Step 3: Brainstorm possible changes and improvements

Think about fresh ideas to fix or improve each issue:
● Choose flexible but tough covers, like rubber-coated recycled board, to prevent damage in bags.
● Offer water-resistant, smudge-proof paper that also works with digital scanning pens.
● Use stitched lay-flat binding instead of spirals to make the pad easier to write in and reduce bulk.
● Design modular, refillable pages so users can rearrange, remove, or add sections.
● Include smart dividers with QR codes to scan and instantly upload sections into a digital organizer.

Step 4: Recombine and create new concepts

Combine these ideas into practical new product designs:
● A refillable writing pad with digital-ready paper and a protective, flexible cover.
● Built-in storage: a pen holder, zip pocket for receipts, and scannable dividers for quick digital filing.
● Sustainable design choices: recycled paper, plastic-free binding, and biodegradable covers.

Step 5: Evaluate which changes solve real problems and add value

Reflect on which ideas would matter most to daily users:
● Modular pages help users organize and carry only what they need, saving space and weight.
● A tough, flexible cover keeps the pad looking professional and prevents damage over time.
● Smart paper and QR-coded dividers bridge handwritten notes with cloud storage, reducing the risk of losing information.
● Eco-friendly materials appeal to environmentally conscious consumers who want low-waste products.

By questioning and improving each part of something as familiar as a writing pad, attribute analysis uncovers realistic ways to solve common frustrations—like messy notes, bent covers, or lost pages—while adding convenience and modern features that match today’s lifestyle and sustainability goals.