SCAMPER is a method for systematic idea generation that helps individuals and groups think in new ways about an existing product, service, process or idea. The method is based on asking seven types of questions, each of which is based on a specific verb: Substitute, Combine, Adapt, Modify, Put to another use, Eliminate and Reverse.
By using these as a lens to look at something you want to develop further, structured creativity is created.
What the SCAMPER method is about
The basis of SCAMPER is to challenge what already exists. You do not start from a blank sheet of paper, but from something existing that can be improved, refined or transformed. The method is particularly powerful in contexts where you have a feeling that there is potential for change but do not know where to start. SCAMPER provides a practical path into creative lines of thought without losing your footing in the concrete.
When SCAMPER is best suited
SCAMPER is particularly effective when working with product development, service design, business development, sustainability solutions or system innovation. It is a method that can be used both in the early ideation phases and as a form of “creative audit” in later stages. It works just as well for small improvements as it does for challenging large structures.
The method is also useful when you feel that a team is stuck in old thinking patterns. By actively asking new types of questions, other parts of the brain are awakened and old habitual solutions are challenged.
Step-by-step: how to do SCAMPER
Start by choosing an object, a process or an idea that you want to develop. Write it down in the middle of a piece of paper or at the top of a document.
Then go through each letter in SCAMPER and ask relevant questions based on each category. The important thing here is not to come up with the right answer right away, but to open up for alternative thinking.
- Substitute is about replacing parts.
What happens if we replace a function, a material or a target group? - Combine is about merging two parts.
What would happen if we combine this service with another function? - Adapt means adapting something from another context.
Are there solutions from other industries that we can bring in? - Modify is about enlarging, shrinking or otherwise changing parts.
What happens if we make it twice as big, or reduce it to a minimum? - Put to another use challenges us to think of new uses.
What can this be used for in a completely different context? - Eliminate means to remove.
What happens if we remove a component, a rule or a step? - Reverse is about reversing perspectives.
What happens if we do the opposite, switch roles, or start from the end?
Write down as many ideas as you can. Often it is not the first thought itself that is the most valuable, but the ones that arise a few steps later in the process.
Tips and tricks
A common misconception is that SCAMPER is a method that must be done in exactly the right order. In practice, you can jump between the questions depending on what feels most relevant. The important thing is not to get stuck on a single step but to let the method become a catalyst for further thought exploration.
It is also wise not to be alone in the work. SCAMPER works best when several different perspectives are brought together. A mix of technical, commercial and user-oriented expertise often makes the ideas more useful and robust.
Examples of use in different contexts
In product development, SCAMPER can be used to develop the next version of an existing product. You might replace a material (Substitute), add a new function (Combine) or reverse how the product is used (Reverse).
In business development, the method can be used to think differently about business models. What happens if we remove the price tag and work with subscriptions instead? What happens if we change the target group or add a social purpose?
In systems innovation, SCAMPER is powerful for challenging established structures. Instead of seeing systems as stable, you can start tweaking different components and creating new wholes.
In sustainability work, SCAMPER can help identify environmental gains. Can we remove unnecessary resources (Eliminate), use waste materials (Put to another use) or adapt techniques from another industry (Adapt) to reduce climate impact?
A tool to learn
SCAMPER is a simple tool, but as with all creative methods, it requires training. The more times you use it, the more you will discover the power of asking the right questions. It is not about always coming up with the best thing right away, but about building a creative iterative muscle. The ability to think new things based on what already exists is often what separates the most sustainable and successful ideas from the rest.
By using SCAMPER as part of your creative toolbox, you and your team can more easily break thought patterns, see new opportunities, and develop solutions that would otherwise have remained hidden.
